Knock me over with a feather. I've always thought the concept of this bike was pretty silly. I thought, "It certainly won't offer anything over a real adventure bike, and it'll suffer from quality issues and won't perform to the level of anything competing. I know it will sell like hotcakes as a style statement of younger riders in India, but I still think it's the answer to the question nobody asked."
After shutting up and listening (reading) I see some actual virtue in the product they're selling, especially the fuel and maintenance aspects. Still, given the choice, I'd probably prefer an older Japanese 4-stroke big-single enduro in the same environment over either an "adventure bike" or the new Enfield. But I'm not scorning the very idea of its existence anymore.
They should have kept the aesthetics of the proto bikes show in that airfield shot, tho. Simple plastic off-road tank would have been smart, too, but then again it can't be dodgily repaired by a roadside mechanic while you watch from across the street, sipping a 5-rupee chai and wondering whether he's going to immolate himself (and the remnants of your tank) in the process.
Ed: I also really like the footpeg positioning. I would have guessed they set it up like a chair and not a bike meant for posting up. Second feather, knock me over again.