Ather Energy

Motivating India for Smart Electric Scooters

Group Members:
Aditya Pandey
Madhusudan Thakur
Savinay Goel
Mitesh Billore
Saswata Choudhury
Christopher Domai Tholou
Varun Chandana
Vikas Kanojiya
 SWOT Analysis
weaknesses
1) Unestablished Brand Identity
2) Relatively a new entrant in the
Automobile Industry where big players exist
already
3) High Upfront Cost of Scooters
threats
1) Dependence on Chinese imports
2) Strong goodwill of other competitors 
3) Lack of awareness about EVs in rural / sub
urban areas
4) Serious lack of nationwide EV infrastructure

S w O T
Strengths opportunities
1) Local brand identity that resonates with Indian
customers 1) Govt Mandate to shift to EV two-
2) $100M+ funding from investors wheelers by 2025
3) Leading-edge technology and customer 2) Ever-rising prices of petrol
experience 3) Customers increasing preference for clean
4) Ather-Grid for charging without hassle mobility
5) Ather One – Doorstep pickup and service
 NEEDS OF CUSTOMERS

Easy availability of charging

1 station would help alleviate
range concerns for vehicles

Lower vehicle and maintenance Feeling positive and

cost since customers are 2 3 comfortable about owning
accustomed to a lower price range Electric Vehicles.
for 2-whelers.

Buyers expect to save their time

which is wasted in traffic and
4
parking.
 INITIATIVES FOR FAVORABLE
PERCEPTION

Local Indian Brand Cutting edge tech ECO FRIENDLY

The youth of the nation is usually tech- Clean mobility is the way to go forward in
Mentioning and thus capitalizing
enthusiast and always wants to lay its hands order to reduce carbon emissions in the
the Indian entity of the brand in
on the most advanced offering in the market. world. AE can leverage this situation with
every marketing message
AE has potential customers in them . its product

Customer Focussing on Collaboration with

satisfaction word
of mouth
As a relatively younger entrant in the
Automobile Sector, AE needs to pay special
attention to its current pool of customers, and
further leverage their honest and positive
testimonials to attract new customers.
benefits over
features
While Ather Energy offers premium tech
features as its offering, it needs to
communicate these, primarily in form of
benefits before technicalities, in order to
resonate with a larger audience.
events and other
startups
Customer Visibility can be achieved
by collaborating with other startups
for marketing for synergy and by
sponsoring various kinds of student &
public events.
 Consumer persona

INTERESTS Personality
Tech Savvy
1 Short Distance Rider
Cares for
Environment Works in an
2 urban city
Uses Social
Media 2
3 Quality conscious

LOOKING FOR SHOPPING

Modern Mobility CHOICES
Online Shopper
Motivation process for Ather energy

Self
actualization
Needs
Parking assist function
to help customers achieve
their full potential.

Esteem needs
Increasing customer's confidence in the
product by product specialists  at
AtherSpace.
Social needs
Emotional connect with the product being an Indian one with
less than 25% of its parts imported.

Security/Safety needs
Remote control with smartphone which enhances security
No risk of running out of power with charging station within 4 km everywhere in
Bengaluru. 

Physiological needs
Thanks