In conversation with Manik Nangia, President – Probiking (KTM & Triumph), around World of Triumph — the brand’s flagship experiential platform that has quickly become one of the most exciting formats in Indian motorcycling. With successful editions in Pune, Bengaluru, and Delhi drawing in over 5000 participants, and the final edition for the year heading to Kolkata, we spoke to Manik about what makes World of Triumph truly stand out, how it reflects the spirit of the brand, and what’s next for Triumph in India. Here’s what he had to say:
Q. Walk us through the genesis of World of Triumph. What made you create an all-encompassing brand festival of this scale? How and when did the idea pop up?
A. "World of Triumph began as a simple question: how do we bring Triumph’s product depth and lifestyle to life for India’s growing community of riders. The idea matured from rider meet-ups and brand experiences into a one-day festival aimed at giving people riding, lifestyle and immersion — all under one roof."
Q. World of Triumph has now taken shape as a flagship IP for Triumph in India. How do you envision scaling this further in the coming years? Where do you see it reach in the next few years?
A. “We see the World of Triumph becoming a recurring flagship — expanding to more cities, deeper programming (track, off-road, lifestyle), and stronger regional partnerships. Over the next few years, we expect it to be instrumental in bringing together the Indian motorcycling community.”
Q. Triumph is a global brand with events all over the world. What makes WOT in India a uniquely "Indian" experience? Are there elements here that you have built from the ground up that are not present in Triumph events in the UK or the US?
A. “World Of Triumph in India is curated around our riders here — their routes, weekend culture and lifestyle preferences. The World of Triumph exists to give people a chance to experience the Triumph brand, community, a place to bond over motorcycling with a mix of coffee and food & the legacy of Triumph.”
Q. What role does the lifestyle connect play in making WOT stand apart from a traditional biking event?
A. “Lifestyle is at the core of World of Triumph — it turns a test-ride into an identity moment. Music, merch, customisation, and curated food & culture elements let riders and non-riders alike experience Triumph as a way of life rather than just a machine.”
Q. Compared to competition, where most brands limit experiences to launches or short test rides, what makes WOT a differentiated property in your view?
A. “World of Triumph is an experience for both Triumph owners and prospects. The brilliance of the WOT is that you can come and ride many motorcycles back to back… gives you a chance to experience the nuances and the difference in character - between a bonneville and a tiger and a street triple. Each ride is a different experience and each motorcycle is crafted to deliver a touring, cruising or a street racing experience. This creates a better understanding of the Triumph Brand.”
Q. Beyond WOT, does Triumph plan to create or invest in more such experiential platforms to strengthen its cultural connect in India?
A. “Yes. Events like the World of Triumph are strategic to our India roadmap. We are indexed on motorcycling while we curate these experiences. Motorcycling is the about companionship and community. Through a lot of our curated experiences we actually bring like minded people together. (weekend rides, marquee rides, etc). We will continue investing selectively in experiential platforms that strengthen cultural relevance and foster the motorcycling community.”
Q. An event of this scale must be a significant investment. From a business perspective, is WOT viewed as a direct profit center, or is it primarily a marketing expense? How do you quantify the ROI on something that generates brand loyalty rather than immediate sales?
A. “Primarily it’s an investment in brand and community. We measure ROI as a combination of customer appreciation, engagement metrics (registrations, test-rides), future leads, social reach and longer-term sales attribution via brand health and consideration uplift.”
Q. How do initiatives like WOT feed into Triumph’s larger ambition of shaping the premium motorcycling game in India?
A. “World of Triumph reinforces our positioning: premium is not only product spec, it’s experience. By building culture, we accelerate category growth and create a pull for higher-displacement, premium machines.”
Q. In your opinion, what will define the future of premium biking culture here? Performance machines alone, or immersive experiences like these that build a community?
A. “Performance machines remain fundamental, but immersive experiences and community-building are what turn customers into advocates — that’s how premium cultures sustain themselves.”
.jpg)
