Saurav Kumar Kalita

2227652 M4

DECISION SHEET - ATHER ENERGY

CASE SUMMARY

Tarun Mehta and Swapnil Jain created the Indian electric car firm Ather Energy in 2013.
"Build intelligent electric vehicles that delight customers and improve the world," is the
company's stated objective. With their high-performance, connected electric scooters,
Ather Energy has successfully disrupted the Indian two-wheeler sector. The scooters
made by the company are renowned for their great range, quick charging, and stylish
appearance. Additionally, Ather Energy provides a distinctive subscription package with
insurance, roadside assistance, and battery shifting.

PROBLEM STATEMENT What can be done to increase the use of electric scooters in
India?

CRITERIA

● Costly electric scooters upfront

● Limited availability of charging infrastructure
● Competition from producers of traditional two-wheelers and alternative electric
scooters
● Lack of awareness in rural areas
● Short delivery times

ALTERNATIVES

● Ather Energy can collaborate with its suppliers to lower the price of parts like
batteries and motors, which will lower the initial cost of electric scooters. In order
to make it easier for customers to afford its scooters, the company may
potentially provide financing alternatives.
● Increase the network of charging infrastructure: Ather Energy can collaborate
with businesses, organisations, and other groups to place charging stations in
 more places. The business has the option of creating its own network of charging
stations.
● Ather Energy may run marketing and advertising efforts to increase customer
knowledge of the advantages of electric scooters, such as their reduced
operating costs and environmental impact. The business might collaborate with
educational institutions like schools to teach kids about electric automobiles.
● Create innovative business strategies that make purchasing an electric scooter
more convenient for consumers: A subscription service including battery
swapping, roadside assistance, and insurance is available from Ather Energy.
Rentals of electric scooters can also be offered by the business through
partnerships with ride-hailing services.

CONCLUSION In conclusion, the Ather Energy case study is a useful illustration of the
opportunities and problems that the Indian market for electric vehicles faces. Although
the company has made great strides in overcoming these obstacles, there is still much
to be done. Ather Energy can significantly contribute to the development of India's
transport industry with ongoing investment and innovation.