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Ather Energy Market Discovery Insights

Understanding the business, market, and customer in electric mobility

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Ather Energy Market Discovery
Electric mobility insights for business and customer understanding
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Ather Energy Market Discovery
Electric mobility insights for business and customer understanding
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Company Overview
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Who is Ather Energy
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    Founded in 2013, headquartered in Bengaluru
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    Manufactures smart electric scooters: Ather 450X and 450 Plus
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    Operates in 30+ cities with 100+ experience centers
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    Backed by Hero MotoCorp and Tiger Global
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    Focus on performance, technology, and sustainability
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Industry Analysis
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Electric Two-Wheeler Market in India
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    Market size: 1.5M units sold in FY23, 40% YoY growth
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    Government FAME-II subsidy drives adoption
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    Battery costs dropping 10% annually
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    Top players: Ola Electric, TVS, Bajaj, Ather
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    Ather holds 8% market share in premium segment
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    Charging infrastructure remains a key barrier
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Market Growth Projections
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Line graph showing electric two-wheeler sales in India from 2020 to 2027 with a steep upward trend
Line graph showing electric two-wheeler sales in India from 2020 to 2027 with a steep upward trend
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Product and Service Analysis
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Ather’s Product Portfolio
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    Ather 450X: 108 km range, 0-40 km/h in 3.3s, touchscreen dashboard
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    Ather 450 Plus: 70 km range, lightweight design
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    Ather Grid: 1,500+ fast-charging points across India
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    Over-the-air updates for continuous improvement
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“
We don’t just sell scooters; we sell an ecosystem that redefines urban mobility.
Tarun Mehta, Co-founder and CEO, Ather Energy
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Consumer Behaviour and Personas
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Key Customer Personas
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    Urban professionals: tech-savvy, eco-conscious, age 25-35
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    Daily commuters: seek cost savings and convenience
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    Early adopters: prioritize innovation and brand prestige
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    Pain points: range anxiety, charging access, upfront cost
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    Decision drivers: performance, design, after-sales service
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    Loyalty factors: community engagement, software updates
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Customer Journey Mapping
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Flowchart illustrating stages from awareness to advocacy with touchpoints like test rides and service centers
Flowchart illustrating stages from awareness to advocacy with touchpoints like test rides and service centers
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Strategic Analysis
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SWOT Analysis
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    Strengths: Strong brand, premium product, integrated charging network
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    Weaknesses: Limited model range, higher price point
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    Opportunities: Expanding to tier-2 cities, battery swapping technology
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    Threats: Intense competition, supply chain volatility
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Business Problem Statement
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    Challenge: Scaling adoption beyond early adopters in a price-sensitive market
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    Root cause: High upfront cost and charging infrastructure gaps
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    Impact: Slower growth in mass-market segments
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    Solution path: Innovative financing, leasing options, and partnerships
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Driving the Future of Mobility
Thank you

Ather Energy is poised to lead India’s electric revolution • Focus on customer needs and ecosystem growth • Strategic investments in technology and infrastructure

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