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    Ather Energy - Motivating India For Smart Electric Scooters

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    Sadiq
    This document discusses the electric scooter company Ather Energy, which was founded in 2013 in India to support the country's push for more electric vehicles. It outlines Ather's challenges in entering a niche market with infrastructure constraints and lack of consumer awareness. The document then details Ather's founders, funding history, products like the Ather 450x and 450 scooters, target consumer base, and goals to expand manufacturing and launch in more Indian cities.

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    Ather Energy - Motivating India For Smart Electric Scooters

    Uploaded by

    Sadiq
    724 views18 pages
    This document discusses the electric scooter company Ather Energy, which was founded in 2013 in India to support the country's push for more electric vehicles. It outlines Ather's challenges in entering a niche market with infrastructure constraints and lack of consumer awareness. The document then details Ather's founders, funding history, products like the Ather 450x and 450 scooters, target consumer base, and goals to expand manufacturing and launch in more Indian cities.

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    Ather Energy_ Motivating India for Smart Electric Scooters

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    This document discusses the electric scooter company Ather Energy, which was founded in 2013 in India to support the country's push for more electric vehicles. It outlines Ather's challenges in entering a niche market with infrastructure constraints and lack of consumer awareness. The document then details Ather's founders, funding history, products like the Ather 450x and 450 scooters, target consumer base, and goals to expand manufacturing and launch in more Indian cities.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    724 views18 pages

    Ather Energy - Motivating India For Smart Electric Scooters

    Uploaded by

    Sadiq
    This document discusses the electric scooter company Ather Energy, which was founded in 2013 in India to support the country's push for more electric vehicles. It outlines Ather's challenges in entering a niche market with infrastructure constraints and lack of consumer awareness. The document then details Ather's founders, funding history, products like the Ather 450x and 450 scooters, target consumer base, and goals to expand manufacturing and launch in more Indian cities.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    Ather Energy: Motivating India for Smart

    Electric Scooters
    Team SquareA : Abhilash B. N
    Adarsh T. N
    Summary
    ● According to a WHO report in 2019, 14 of the world’s 15 most polluted
    cities were in India.
    ● Niti Aayog recommended all new motorized two-wheel vehicles
    (engine capacity < 150cc) be electric-powered by 2015
    ● Many established players, such as Bajaj and TVS opposed this rapid
    change, but Ather Energy (AE), an electric two-wheeler startup,
    wholeheartedly supported it.
    Challenges
    ● E-2 wheeler a niche category in India
    ● Innumerable infrastructure constraints
    ● Indian consumers lacked awareness of E-2 wheelers
    ● Dependency on other countries for part imports to manufacture the E-
    2 wheelers
    Consumer needs Less charging
    hazzle

    Better Mileage Advanced


    features

    Great Power
    Easy
    Maintenance
    The Beginning of a new era
    FOUNDERS

    Tarun Mehta Swapnil Jain

    Established in 2013
    INTRODUCTION
    Industry type: Automotive

    Total Funding: $113.2 M

    Legal Name: Ather Energy Private Limited

    No of Employees: Around 500-1000

    Website: www.atherenergy.com

    Directors: Swapnil Babanlal Jain, Tarun Sanjay Mehta, Rajat Bhargava


    MARKET
    1.5L EV’S Sold
    in 20-21
    15200 TW0 WHEELERS
    3400 CARS
    600 BBUSES
    2013 2014 2015

    LAUNCH
    FOR
    PUBLIC

    2017 2018
    TEAM

    Ravneet Phokela Thiruppathy Srinivasan Sunitha Lal


    CBO Strategy Advisor Head of HR

    Deepak Jain Pawan Singhal


    CFO CLO
    Ather 450x Ather 450

    Ather Grid
    INVESTMENTS
    2013 - $63K from IIT Madras and Srini V Srinivasan, IIT alumnus and founder of Aerospike
    2014 - $1million from flipkart founders Sachin and Binny Bansal
    2015 - $12 million were secured from Tiger Global
    2016 - $32 million were infused by the automotive company Hero MotoCorp
    2019 - $51 million were infused by Sachin Bansal as series C funding
    2020 - $11.2 million as an extended series C by Hero MotoCorp
    Creating Favourable Perceptions
    ● Promoting itself as a made in India Brand
    ● Creating awareness about advanced features - touch-screen,
    interactive-dashboard, onboard navigation, remote monitoring etc
    ● Inform target customers about
    ○ Charging Infrastructure
    ○ Lease options
    Target Consumers
    ● Tech Savvy
    ● Urban Rider
    ● Influencer
    ● Environment Conscious
    ● Indian Brand
    ● Value Conscious
    How to Motivate?
    ● Increase the awareness of Environmental problem
    ● Portray E-2 wheeler as a solution to above problem
    ● Economical advantage compared to petrol scooters
    ● Create emotional bond as made in India
    ● Make buying process easy
    ● Involve influencers who can motivate
    ● Global Market
    ● Launch in 30+ cities
    ● More Experience Center
    ● More Manufacturing Plants
    ● Better technology
    ● Third-Party Tie Ups
    THANK YOU

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