A few EV makers in India went belly up after the government abruptly scaled back incentives and cracked down on the misuse of subsidies. Ather survived the storm and sales are increasing.
More than 70% of the 200 million registered vehicles in India are two-wheelers. Ather Energy builds e-scooters for the rising middle class that could help commuters ditch highly-polluting, gas-guzzling models.
While sales of Tesla or BYD cars drove electric vehicle adoption elsewhere in the world, two-wheelers have led the green energy transition in India. As one of the earliest “pure play” e-scooter makers, Ather Energy has helped drive micromobility EV penetration throughout India and boosted the shift away from carbon-emitting vehicles.
In 2018, the company introduced an expensive sports scooter, with features like a touchscreen dashboard, built-in navigation, and over-the-air software updates, previously unseen in two-wheelers. Today the company has two product lines: the Ather 450 (a sporty performance scooter) and the Ather Rizta (a family-friendly scooter for daily use).
Central to the company’s success has been its focus on product quality and the rider experience. Ather installs its own software, manufactures the vast majority of its hardware, and wants to invest much of the proceeds from its initial public offering into R&D.
