Royal Enfield’s ‘Journeying Across The Himalayas’ event highlights its cultural mission with a UNESCO partnership to document the Himalayas’ intangible heritage, promoting sustainable exploration and supporting 100 local communities.
While many know Royal Enfield for the thrum of an engine, my recent visit to the second edition of ‘Journeying Across The Himalayas’ proved that the brand’s heartbeat is deeply synchronized with the pulse of the Himalayas. The event was far more than just a festival; it was a masterclass in how a brand can act as a true cultural custodian.
Beyond the Brand
The event felt less like a corporate launch and more like a soulful homecoming. The centerpiece was the launch of The Great Himalayan Exploration, a massive collaborative project with UNESCO. I spent my weekend reading the book and realized that this isn’t just a book; it’s a vital record of what UNESCO calls ‘Intangible Cultural Heritage.’ I’m talking about traditions that are the lifeblood of the region, like the Nyibu Agun (the sacred songs of shamans in Arunachal Pradesh) or the Pani Kheti (the ingenious rice-paddy cultivation) of the Apatani community. Seeing these stories shared by the people themselves, such as the Tetseo Sisters and Kunzang Wangmo, made it clear that Royal Enfield is listening to the mountains, not just riding through them.
Architecture That Tells a Story
The Travancore Palace was transformed into a living map of the highlands. The design wasn’t just aesthetic; it was educational: * The Main Stage: Crafted with motifs from Himachal’s Kath Kuni architecture–a brilliant earthquake-resistant style that uses interlocking wood and stone. * The Ritek Pavilion: A contemporary reinterpretation of the Adi community’s traditional communal structures. * The ‘Jewel of the Mountain’: Perched atop the palace roof was Ri Gyancha, a striking snow leopard installation that served as a silent guardian over the festivities.
Craft, Culture, and Conservation
One of the most fascinating details I picked up from the initiative is the story of Mon Shugu, the 1,000-year-old art of handmade papermaking by the Monpa community. They use the bark of the shugu sheng shrub in a way that doesn’t kill the plant. It’s this kind of sustainable, ancient wisdom that Royal Enfield is bringing to the mainstream. Between the Unwoven/Spoken exhibit (showcasing Ladakhi pashmina) and the curated Himalayan flavors at the Chouka food area, every corner of the festival was an invitation to respect the resilience of these communities.
The Future of the Highlands
I rarely see a corporate social mission that feels this authentic, so kudos to Royal Enfield. By pledging to partner with 100 Himalayan communities and inspiring a million riders to explore sustainably, the brand is setting a new gold standard. They’ve moved the conversation from ‘where can we ride?’ to ‘how can we protect the places we love?’ For that, their efforts are truly commendable. Under the theme ‘Ours to Tell,’ they aren’t just telling their own story; they’re making sure the Himalayas get to tell theirs.
(Disclaimer: The author is an expert in the fields of consumer technology, auto, and lifestyle. Views shared here are personal.)
(ANI)
(Except for the headline, this story has not been edited by Asianet Newsable English staff and is published from a syndicated feed.)