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