MARKETING REPORT

ON ATHER ENERNGY

SUBMITED TO: MR. PRAKASH SUKHATME

PRESENTED BY
GROUP NO. 02
Ather Energy Pvt. Ltd. an Indian electric vehicle company headquartered at Bangalore was founded by Tarun
Mehta and Swapnil Jain in 2013. In early 2014 Ather received ₹4.5 million (US$63,000) from the Technology
Development Board under Department of Science and Technology and later in December of the same year
received $1 million as seed capital from founders Sachin and Binny Bansal (founders of Flipkart). Later in 2015
it also raised capital form Tiger Global for development, testing, production and the launch of its vehicle.
In 2016 Ather unveiled its first scooter S340, impressed by the idea and product Hero MotoCorp invested
₹180 Crore. In 2019 Ather Energy signed a MoU with Government of Tamil Nadu to set up a manufacturing
plant in Hosur. In 2020 Ather expanded its product portfolio and unveiled 2 new scooters namely Ather 450X
and 4550 plus
Ather Energy is one of the few companies in automotive space that provide over-the-air (OTA) updates which
helps to add more functionality, responsiveness and increase reliability of the electric scooter.
Ather owns its own charging network known as Ather Grid. These fast charging stations use Ather's
proprietary charging method and connector to charge the Ather scooters at a faster rate as compared to its
competitors.

According to Ather’s founder Tarun Mehta one of the challenges they had to face is that that there's no
ecosystem in place in India For many things, they are their own vendor - for the battery, charger, many of
the subsystems, he explains that all of this has to be tested thoroughly before they can sell to the consumers
which adds to the cost of manufacturing.

Besides this he also points out to the fact that there is lack of awareness about the electric vehicles and not
only the private companies but the government has to also come forward to promote electric vehicles and
there benefits not as an individual but for a society as well
 Nitin Parashar
C_09

Factors Impacting Marketing and sales Of

Vehicle servicing
Be it an electric 2 wheeler or an electric car for its servicing skilled and trained technician same as in case of an
electronic item such as laptops is needed to repair, maintain, and to trouble shoot the electric vehicle. Though
under skill India our government is trying its best to provide skilled workforce but that hasn’t proved enough to
compensate this slowly growing niche industry.

Raw materials
Electronic vehicles are fully dependent on batteries which are made of lithium, nickel, phosphate and manganese,
graphite, and cobalt, which are rare earth material for an internal combustion engine, aluminum copper and steel
are required. The catalyzers for combustion automobiles need platinum, rhodium, and palladium to filter the toxic
gases. These all metals are found only in specific places for instance china has a huge reserves of lithium one of
the most important components of a battery and china has a monopoly sort of regarding the same though
world’s largest reserves are with Chile but china is the one which has companies to do the processing of lithium.
Our government to reduce our dependence on china and to support Indian companies is in a constant talk with
the government of Chile and has got the permission to exploit Chile’s reserves of lithium and many companies
are being given many subsidies to manufacture batteries in India. For example Epsilon Advanced Materials in
2020 became India's first manufacturer of lithium-ion battery parts.

Infrastructure
Sale and demand of an electric vehicle is directly proportional to the infrastructure for the same. In 2019,
there were only 650 charging stations in India as against over 0.3 million in China. Lack of sufficient charging
infrastructure is one of the primary reasons why customers often refrain from purchasing EVs. As of now EV
companies are not able to penetrate one of the largest and profiteering markets in the world due to the lack
of charging infrastructure. There are very few charging stations in India and those which are available have a
very low output rate.
Even when Tesla announced that it’ll be entering into India and our Minister of Road and transport Mr. Nitin
Gadkari welcomed him stating that India would provide lower costs of manufacturing than china India was
mocked by china for the lack of infrastructure only.
Recently to eliminate this factor Mr. Nitin Gadkari has announced that with help of NHAI, TATA power and other
private partners charging stations will be implemented on highways and 94 sites have already been located just
on Delhi to Mumbai expressway to setup a charging stations and battery swapping stations as well besides them,
recently it is also announced that every HPCL petrol pump will have a TATA power EV charging facility.
It is estimated that with all this more than 3 lakh charging stations will be available to Indian EV owners to enjoy.
 Nitin Parashar
C_09

Vehicle servicing
Be it an electric 2 wheeler or an electric car for its servicing skilled and trained technician same as in case of an
electronic item such as laptops is needed to repair, maintain, and to trouble shoot the electric vehicle. Though
under skill India our government is trying its best to provide skilled workforce but that hasn’t proved enough to
compensate this slowly growing niche industry.

Raw materials
Electronic vehicles are fully dependent on batteries which are made of lithium, nickel, phosphate and manganese,
graphite, and cobalt, which are rare earth material for an internal combustion engine, aluminum copper and steel
are required. The catalyzers for combustion automobiles need platinum, rhodium, and palladium to filter the toxic
gases. These all metals are found only in specific places for instance china has a huge reserves of lithium one of
the most important components of a battery and china has a monopoly sort of regarding the same though
world’s largest reserves are with Chile but china is the one which has companies to do the processing of lithium.
Our government to reduce our dependence on china and to support Indian companies is in a constant talk with
the government of Chile and has got the permission to exploit Chile’s reserves of lithium and many companies
are being given many subsidies to manufacture batteries in India. For example Epsilon Advanced Materials in
2020 became India's first manufacturer of lithium-ion battery parts.

Infrastructure
Sale and demand of an electric vehicle is directly proportional to the infrastructure for the same. In 2019,
there were only 650 charging stations in India as against over 0.3 million in China. Lack of sufficient charging
infrastructure is one of the primary reasons why customers often refrain from purchasing EVs. As of now EV
companies are not able to penetrate one of the largest and profiteering markets in the world due to the lack
of charging infrastructure. There are very few charging stations in India and those which are available have a
very low output rate.
Even when Tesla announced that it’ll be entering into India and our Minister of Road and transport Mr. Nitin
Gadkari welcomed him stating that India would provide lower costs of manufacturing than china India was
mocked by china for the lack of infrastructure only.
Recently to eliminate this factor Mr. Nitin Gadkari has announced that with help of NHAI, TATA power and other
private partners charging stations will be implemented on highways and 94 sites have already been located just
on Delhi to Mumbai expressway to setup a charging stations and battery swapping stations as well besides them,
recently it is also announced that every HPCL petrol pump will have a TATA power EV charging facility.
It is estimated that with all this more than 3 lakh charging stations will be available to Indian EV owners to enjoy.
 Nitin Parashar
C_09

Policy
Making EV is expensive because of the materials such as rare earth metals used in it and geopolitical situation
further increases there prices this in turn increases the price of the finished vehicle for the consumer. Ather
energy’s scooters are just an example of the same issue as the lowest model costs more than ₹1 Lakh and its
counterpart which run on petrol start from ₹40,000
To counter this Indian government came up with various schemes and subsidies to not only give benefits to the
consumers but to the company making the vehicle as well. Some of the following are as follows:
Production Link Incentive scheme was announced with an outlay of ₹18,000 to promote manufacturing and
export of and storage of lithium-ion cells, essential for developing electric vehicles.

Through this scheme the Union government aims to install manufacturing capacity of 50 gigawatt hour (GWh)
of Advanced Chemistry Cells (ACC) and 5GWh capacity of “Niche" ACC. ACCs are essentially lithium-ion
cells.
Manufacturers would have to commit to set up a manufacturing facility of minimum capacity of 5GWh and
ensure a minimum 60%domestic value addition within five years.
Subsequently the battery or cell manufacturer will have to achieve a domestic value addition of 25%and will
have to show a minimum investment of ₹225 crore per GWh within two years and raise it to 60%domestic
value addition within 5 years “either at the mother unit, in-case of an integrated unit, or at the project level,
in-case of hub & spoke structure."
Tax exemption
States like Tamil Nadu have been offering 100%tax exemptions for all battery operated vehicles which reduces
the cost burden of the manufacturer and pass on the benefit to the customer and this also acts as a promotion
strategy to persuade people to buy an EV vehicle.
For Customer not only central government but state governments offer various subsidies to name the few
 Gujarat is offering the highest subsidy of ₹10000/kWh. The maximum subsidy on electric two wheelers
is ₹20000, ₹50000 for electric three wheelers and ₹1.5 lakh on electric cars. The state has also
announced a waiver of registration charges which is barely a few hundred rupees.
 Delhi offers ₹5000/kWh subsidy on electric two wheeler, subject to a maximum limit of ₹30000.
Currently all electric scooters in India have a battery capacity of 2-3 kWh, which means the maximum
subsidy you could get would be ₹15000. The state also offers a subsidy of up to ₹30000 on electric
three wheelers, ₹1.5 lakh on electric cars. Delhi government also provides you scrapping incentives in the
range of ₹5000-7000, waiver of road tax and registration charges on electric vehicles.
 Nitin Parashar
C_09

 Ministry of Power: It has clarified that charging EVs is considered a service, which means that
operating EV charging stations will not require a license. It has also issued a policy on charging
infrastructure to enable faster adoption of EVs.
 Ministry of Road Transport and Highways: It has announced that both commercial as well as
private battery-operated vehicles will be issued green license plates. It has also notified that all
battery operated, ethanol-powered, and methanol-powered transport vehicles will be exempted from
the commercial permit requirement.
 Niti Aayog: The National Mission on Transformative Mobility and Battery Storage has been approved
by the cabinet, and the inter-ministerial steering committee of the Mission will be chaired by the CEO
of Niti Aayog. The Mission aims to create a Phased Manufacturing Program (PMP) for five years till
2024, to support setting up large-scale, export-competitive integrated batteries and cell-
manufacturing giga plants in India, as well as localizing production across the entire electric vehicle
value chain.

National Electric Mobility Mission Plan 2020 (NEMMP): It was launched in 2013 by the Department of
Heavy Industry (DHI) as a roadmap for the faster manufacture and adoption of EVs in India.

 FAME Phase I: As part of the NEMMP 2020, the Faster Adoption and Manufacturing of Hybrid and
Electric Vehicles in India (FAME India) Scheme was notified in April 2015, to promote the manufacture
of electric and hybrid vehicle technology. It has mainly focused on four aspects – demand creation,
technology platform, pilot projects, and charging infrastructure. For demand creation, incentives have
mainly been disbursed in the form of reduced purchase prices.
 FAME Phase II: Launched in 2019 for a period of three years, this scheme has an outlay of US$1.36
billion to be used for upfront incentives on the purchase of EVs as well as supporting the development
of charging infrastructure. FICCI has asked for continuation of FAME II till 2025, along with short-
term booster incentives to enhance demand. On June 11, 2021, the Ministry of Heavy
Industry announced further amendments to the FAME II scheme to give a boost to EV demand
among consumers. Under the revised policy, the subsidy per electric two-wheeler (Indian-made), which
is linked to the battery size, has been increased to INR 15,000 (US$204.60) per Kilowatt-hour
(KWh) from INR 10,000 (US$136.40) KWh. Furthermore, electric two-wheeler manufacturers can
now give discounts of up to 40 percent to consumers, which is a significant raise from the previous
cap of 20 percent.

These incentives are expected to significantly lower the purchase price and lift buyer sentiment, creating a spur
in market demand
Technology
There’s a downside of lithium that after every charge its efficiency and life gets reduced, it take times to
charge and once it loses its value it can’t be used again, and naturally the reserves of lithium are finite and they
may not be sufficient enough to fulfill the ever-growing need and demand of batteries.
To counter this India’s Indian Oil and Israel’s Phinergy have come together to make hydrogen air batteries
which will neither harm the environment nor will affect our natural resources much. Besides many of its benefits
it’ll also get rid of constantly charging it.

Key takeaway

Ultimately, the scope of India’s EV market growth rests on availability of capital for original equipment
manufacturers, battery manufacturers, and charge point operators as well as improvements to infrastructure
and diversified options for consumers.

Realizing India’s EV ambition will also require an estimated annual battery capacity of 158 GWh by FY 2030,
which provides huge investment opportunities for investors. Enabling policy support measures are a critical need
at this juncture.

The government appears to be aware of this; it has been rolling out incentives to boost market demand in
priority segments like electric two-wheelers, and localizing production of key components like ACC battery
storage through the PLI scheme.

Nitin Parashar
C_09
SAGAR SREEKUMAR_66

VALUE PROPOSITION
OF ATHER ENERGY

While mainstream brands are simply rolling out battery-operated two-wheelers,

Ather is channelling its energy into building a whole ecosystem around e-vehicles.
Employees at Ather are aiming to build a product that will be faster than even
petrol vehicles. This is one of the greatest value propositions for a customer in
the 21st Century. With rising levels of pollutions, emissions and carbon in the
atmosphere, people in urban areas are cautiously looking out for a mode of
transport that is clean, safe and reliable. Ather with all of its models have
delivered the value that was promised to the customer. The increasing presence
of Ather’s electric scooters on the roads are a clear proof that Ather Energy
is indeed addressing the changing needs of the customers.

Stay Connected

With the growing need to stay connected and in sync, the world is moving towards an
organized way of commuting, communicating and staying updated. Ather 450X has an
Android based Interface Panel with Bluetooth and Internet connectivity and a very
convenient 7” LCD Display, a Snapdragon Quad Core processor. It utilizes Android Open
Source to offer map navigation making it easy for a commuter to navigate through.
The commuter will be notified on calls with options to attend or reject. Also, there
is music playback controls on the display. With these features available, a customer
needn’t carry a phone along while riding which helps in avoiding the most common
reason for causing accidents and costing them their life.

SAGAR SREEKUMAR_66
SAGAR SREEKUMAR_66

The
Ultimate
Save in
Costs!

One of the most important value Ather Energy has to offer is the saving of fuel cost
which every person knows amounts to a huge part of their monthly expenditure. With
a cleaner and efficient battery, the company addresses the major concern of pollution
and emissions from the vehicle. Technological advancements have allowed the company
to offer an equally powerful electric scooter that runs just as fast the conventional
fuel-based scooters. Ather 450X is designed to give the customer the same feel of
riding a fuel-based scooter by offering top speeds of up to 80km/hr. Ather S340 has
one of the lowest average fuel cost for 5 years compared to other fuel-based scooters.

Effective Price Drop!

Under the FAME II (Faster Adoption and Manufacturing of Electric Vehicles in India)
scheme, direct financial benefits are offered to electric vehicles (EVs) manufacturers
to help reduce the cost of acquisition by end-customers. As a result, the original
equipment manufacturers (OEMs) first pass on the subsidy benefit to end-customer
(by way of reduced purchase price) and later claim the amount from the department
of heavy industries (DHI). The increased subsidy offered to two-wheelers is likely to
bring down the cost of vehicles by 10% to 25%, though the numbers can vary depending
upon variable parameters like battery capacity, cost of vehicles, etc. However, the
probable scenarios indicate an additional benefit ranging from 50-100% from existing
levels of FAME subsidy. This reduces price of two-wheeler EVs and is likely to help in
early adoption of EVs. This will help the company to sell more units of its scooters
as the policy is effectively reducing the cost for the customers.

SAGAR SREEKUMAR_66
 DEVYANI MAHADEVAN C_07

21020441091

COMPETITORS OF ATHER ENERGY

AMPERE BY GREAVES: Ampere Vehicles is a little over decade old

electric two-wheeler company that focuses primarily on entry-level and
affordable electric scooters. Initially, it focused on a small market primarily
in South India. But over the last few years, the company has expanded its
footprint to over 200 cities inIndia.
Since 2018, Ampere Vehicles is a Greaves Cotton company which is one of the largest
engineering companies in the country. With such a
large backup and support, this EV company plans to
take on the country with a range of electric scooters.
After its association with Greaves, the company now
has a product portfolio of six electric two-wheelers-
Zeal, Reo-Lite, Reo, V and M series and the recently
launched Magnus Pro. Ampere, as a brand, is steadily
growing in the EV market and plans to have a total of
325 outlets in the country. Ampere offers 5 new
models in India with most popular bikes being REO,
Magnus Pro and Zeal. Ampere bike price starts from
Rs. 39,021. Most expensive Ampere bike is the Magnus Pro, which is priced at an amount of
Rs. 66,159.

OKINAWA SCOOTERS: Okinawa Autotech Pvt. Ltd. is an Indian electric two-wheeler

manufacturer that ventured into the Indian two-wheeler market in 2015. With its manufacturing
facility located in Bhiwadi, Rajasthan, the
company currently has a
product portfolio comprising
of four products - the Ridge,
Praise, Ridge Plus and i-
Praise.
The company's mission is to develop electric
two-wheeler products that can drive the
present towards a sustainable future. The
company works to be eco-friendly, sustainable,
socially responsible while reducing the carbon-
dioxide imprint on the planet.
Okinawa bike price starts from Rs. 58,800. Okinawa offers 5 new models in India with most
popular bikes being i-Praise, Praise and Ridge Plus. The upcoming bikes of Okinawa include
Cruiser and Oki100. Most expensive Okinawa bike is i-Praise, which is priced at Rs. 1,06,858.
 DEVYANI MAHADEVAN C_07

21020441091

HERO ELECTRIC: Hero electric is India's largest electric two

wheelers company. The company manufactures and sells a range of
electric scooters, ranging from fuel efficient models to high-speed
models.
Hero Electric currently has around 300 sales and
service outlets spread across the country. With close
to 1 lakh electric two wheelers in India, the
company has played a very important role in
developing the EV market in the country. It is the
only electric vehicles manufacturer in India to
launch the unique concept of charging stations for
anywhere, everywhere charging with in-house
design and development.
Hero Electric bike price starts from Rs. 46,639.
Hero Electric offers 6 new models in India with most popular bikes being Optima, Photon and
Dash. The upcoming bikes of Hero Electric include AE-29 and AE-47. Most expensive Hero
Electric bike is Photon, which is priced at Rs. 71,732.

PURE EV: PURE EV is an electric two-wheeler

manufacturing company which originated from the
campus of IIT (Indian Institute of Technology)
Hyderabad. One of the main objectives of the company
is to utilise sustainable energy sources, and
that’s why the name PURE which stands for
Power Using Renewable Energy. Besides
electric two-wheelers, PURE EV also
produces lithium-ion batteries and has a
research facility based out of IIT Hyderabad
campus.
Currently, PURE EV has six models in its
portfolio comprising of three electric
scooters - EPluto 7G, EPluto, and ETrance+.
It also has an electric step-through called the
ETrance and two e-bikes – Egnite and
ETron+. As is the case with most of the EVs in the Indian market, all these products are mainly
focused at urban commuting with their top speed going up to 60kmph. However, PURE EV
offers an impressive range around 90-120kmph with its top-spec EPluto 7G scooter.
PURE EV bike price starts from Rs. 54,839. PURE EV offers 5 new models in India with most
popular bikes being EPluto 7G, ETrance Neo and EPluto. Most expensive PURE EV bike is
EPluto 7G, which is priced at Rs. 83,701.
 Name : Lakhpat Div : C
Roll No. : 22
PRN: 21020441146

The Indian electric scooter and

motorcycle market has experienced continuous growth since 2014. In 2019,
about 152thousand electric scooters and motorcycles were sold, a 20.6% rise
on an annual basis from 2014.India is the third-largest carbon emitting country
in the world, accounting for around 6% of the global CO2 emissions from fuel
combustion.To regulate the pollution by vehicles, the central, state, and local
governments have taken several initiatives in
recent years, including tax exemptions,
purchase rebates, and financial incentives to
the buyers of electric vehicles (EV). The rising
government focus to curb pollution levels in
the country promises a positive regulatory
push for electric two-wheelers, thus helping
the Indian electric scooter and motorcycle
market grow. Nationwide lockdown in covid
times and even curfew in infection hotspots, have impacted the Indian electric
scooter and motorcycle market.Electric scooters, especially low-speed (less
than 25 km/h) electric scooters, are dominating the Indian electric scooter and
motorcycle market.
Ather: -
Electric scooter-maker Ather Energy, founded by Tarun Mehta and Swapnil Jain in
2013, backed by HeroMoto Corp and Sachin and
BinnyBansal, will treble its annual capacity to around 3
lakh units by the end of FY23 if the current demand
trend continues. It has a capacity of producing 92,000
annualy. It began with a small plant within Bengaluru
city from where it had rolled out the first model Ather
450 in 2018.
The electric two-wheeler industry is a cluttered lot with
close to 20 players, who had collectively sold a
negligible 25,600 units in 2020. With a little over 8,100
units sales volume, Hero Electric (from HeroMoto Corp)
led the market in 2020, followed by Okinawa grossing around 5,600 units and
Ampere with a volume of a little over 4,400 units, Ather sold2,972 units in 2020, and
making it the fourth largest player by volume in the industry.
At present Ather Energy is operational in 22 cities, including Bangalore, Chennai,
Mumbai, Hubli, Kochi, kolkata and Ahmedabad in 15 states. Soon it will be covering
40 cities by the end of 2022. Its market size still need to grow as per production
capacity of ather is 290 units per day demand only include 94 units per day. It still
need to cover a lot of market that is still untapped. It is focusing on increasing the
number of charging point to 400 by end of 2021, which in present are 130.
 Name: - Prince Kumar Singh

Roll: - 53, Div.: - C, PRN: -21020441196

Target market / Customer

The target market/customer can be defined in three steps: -

• Segmentation

Segmentation can be defined as the process through which marketing managers of the company will divide the
market into smaller segments which will focus on various needs of the customer, characteristics of product and
consumer behaviour towards the product.
➢ The Ather segmentation will be based on the following criteria: -
➢ Geographic: - Geographic factor will have an impact o0n the selection of target market as electric vehicles runs on
different fuel than the conventional fuel. And thus, require different infrastructure of charging port electric supply
and nonstop electric availability.
➢ Demographic: - Demographics play an important role in determining the target market through segmentation as
demographics decide what kind of customers, we are going to sell our product as the customers of urban area with
higher earning and higher awareness of environmental effects of conventional fuels are more likely to buy and afford
electric vehicles.
➢ Usage: -This factor includes what group of people will need electric scooter as vehicle and which people have a high
usage of this kind of vehicles.
➢ User status: - Only the people with need motivated by demand and backed by economic stability to create demand for
this electric scooter will be considered.
➢ Income: - People belonging to upper medium class or medium class will be looking forward to this vehicle as people
with higher income will tend to buy car or SUV of electric origin than electric scooty and people with lower income
bracket will not be able to afford such vehicles.
➢ Lifestyle: - People with lifestyle of daily travelling to 50-100 km will be focusing to buy this vehicle and thus becomes
important to target this audience and create attractive marketing strategy for this audience group.

• Targeting: -
Once the overall market is divided into various segments then Ather Ev needs to choose a specific marketing strategy
towards this audience. The key is not to be everything to everybody as the products can only deliver specific value
proposition.
 DEVYANI MAHADEVAN C_07
21020441091

Financial Goals, Revenue and Market Share

of Ather Energy

One of the early entrants in the electric two-wheeler space, Ather Energy
has reported its best ever quarterly performance. Ather has consistently
ranked among the top five electric two wheeler manufacturers. In February
2021, Ather was at fourth place with sales of 624 units. YoY growth was
69.11% and market share at 10.30%.
Ather Q4, FY21 results As per info shared by the company’s co-founder
and CEO Tarun Mehta, Ather sales have increased by a whopping 250%.
This has been made possible with the company’s focus to expand
operations across the country. Ather has presence in most of the top
cities such as Bengaluru, Delhi, Mumbai, Chennai, Hyderabad, Kolkata,
Pune and Ahmedabad. Several smaller cities have also been covered such
as Coimbatore,
Hubli, Jaipur,
Kochi, Kozhikode,
Nagpur, and
Trichy. Ather has
plans to launch
operations in
several other cities
this year. In other
positive developments for Ather in Q4, 2021, the total number of test
rides during this period has increased 6X times. Rise in fuel prices is one
of the key reasons why more people are now thinking about electric two
wheelers. This represents a good opportunity for the company. In Q4, the
number of cities covered by Ather has increased from 4 to 10.
Ather is also working to increase the number of fast charging stations.
 DEVYANI MAHADEVAN C_07
21020441091

This has increased from 79 to 129 in Q4. Readily available fast charging
infrastructure takes care of range anxiety and is an important factor
that influences acceptability of electric two wheelers. Ather will be adding
more of these in the future. In terms of production, Ather has been able
to reduce assembly time by 32%.
Estimated Revenue & Financials

• Ather Energy's estimated annual revenue is currently $212.2M per

year
• Ather Energy's estimated revenue per employee is $330,000

Ather Energy began operations at its production facility in Hosur, Tamil

Nadu, on January 2, 2021. The
new Ather factory has an
annual capacity of 1,10,000
scooters and 1,20,000 battery
packs. The company currently
has a presence in 27 cities across
15 states. The company had set
up its first experience centre in
Bengaluru in June 2018 and
opened the second one in Chennai followed by Hosur and Mumbai which
was opened in January 2021.

Ather Energy also established Ather Grid, an electric vehicle charging

infrastructure in cities it is present in. The company set up over 120 fast
charging points in 18 cities across India as of March 2021.

The company is looking to use its '450 platform' to spin more variants and
also enter the mass market electric two-wheeler segment.
Ather Energy plans to set up a retail outlet Surat as well, under its second
phase of network expansion, which will come up in the second quarter of
2021.
 Features of Ather Energy Kranti Nayak
C_19

Ather Energy creates smart electric scooters, featuring route optimization and predictive
maintenance, using Cloud IoT Core and BigQuery services of Google Cloud.

ATHER SCOOTERS

ATHER 450 PLUS ATHER 450 X

Ather 450 Plus Ather 450 X

1. 0-40 Km/h can be covered in 3.9 secs 3.3 secs
2. True Range 70 km 85 km
3. Peak Power 5.4 kW 6kW
4. Torque 22 Nm 26 Nm
5. Fast Charging 10 km in 10 mins 15 km in 10 mins
6. Bluetooth Not available Available
7. Price ₹1,25,490 ₹1,44,500

The Ather 450 Plus is constructed using an all-aluminium frame, comes with a 5.4 kW
Brushless DC electric motor, and a 2.4 kWh lithium-ion battery pack. It has a top speed of 70
kmph and a True Range of 70 km in Eco mode. The scooter can accelerate 0–40 km/h in 3.9
seconds. The Ather 450 Plus offers 4G connectivity, onboard navigation, and other connected
features but does not have Bluetooth connectivity and the Warp mode.

Ather Energy also offers an upgraded version of Ather 450 Plus, Ather Energy 450X which
has a 6kW motor, higher capacity 2.9 kWh battery, top speed of 85 km/h and overall weight
reduction of 11 kg. This scooter can accelerate 0–40 km/h within 3.3 seconds and has a true
range of 85 km. Ather 450X has a 4G sim card and Wifi along with Bluetooth connectivity
and the new 7” touchscreen dashboard, comes with a colour depth of 16M and a Snapdragon
Quad Core processor. Ather 450X utilises Android Open Source to offer map navigation, On-
board diagnostics and features like Over-the-air updates, Auto Indicator off and Guide-me-
home lights.

 A 7-inch touchscreen dashboard with features like on-board navigation, diagnostics,

auto-cancelling indicators, smartphone integration, cloud connectivity to send and receive
data from Ather's servers. It also has an incognito mode that does not share the user's GPS
data with Ather.
 Designed for Indian Roads-
o Water-resistant- IP 67 rated pressure die cast aluminium battery pack.
o Centrally mounted mono-shock suspension in the rear
o Can be stopped with two disc brakes - front & rear
 Reverse Mode- helps getting the scooter off slopes, tight parking spots or uneven terrain
with reverse parking assist.
 Boot space - A good capacious 22L storage
 Charging-
o Ather Dot: A dedicated, connected and easy-to-install home charger to recharge the
Ather Scooter in one’s own parking space. The all-LED lightning-fast charging
allows 0-80% charging within 3 hours 35 mins. Charge status can be checked
remotely through Ather app. Other facilities like in-built auto cut-off & surge
protection are also provided.
o A portable charger is also available as an accessory which can be carried along for
long rides.
o Fast charge facility is available for Ather Scooters at any of the Ather Grid public
charging points in the city which can be found on the Ather app or on the dashboard.
 Mobile App- One stop solution for connecting to the scooter, charger and the cloud to
access information & features remotely. The mobile app can be used for knowing ride
statistics, booking servicing, finding nearby Ather Grid points and checking charge status.
 Safety Features like Side stand sensors, Guide-me-home lights and Auto Indicator off are
also provided.
 Colours: Ather Electric Scooters has three colour variants –
o Space Grey
o Mint Green
o White.
 Name : Lakhpat Div : C

Roll No. : 22

PRN: 21020441146

There are three major Channel of Distribution –

Channel Design: -
Ather Energy needs to choose whether it wants to implement a
distribution system which is – Direct, Indirect, or Hybrid. The channel
design decision involves - understanding of customer value proposition,
current customer convenience points, length breadth and depth of Ather
product line, and competitors’ distribution systems.

1) Direct Distribution System – Ather Energy putting its own direct

distribution channel and reach directly to the customers. It can be
through opening its own stores or just selling all the products
online.

2) Indirect Distribution System – Ather Energy including channel

partners such as wholesalers, retailers, logistics companies, and
distribution agents.

3) Hybrid Distribution System – Ather Energy might implement a

hybrid model where the critical aspect of distribution system are
managed by Ather, and secondary functions such as logistics,
warehousing, store management etc are delegated to various
channel partners.

In 2020, Ather launched Ather 450X and Ather 450 Plus. Despite the
pandemic, the demand for Ather’s products has doubled.

Ather early adopters had to wait for as long as 8-9 months to get the
product. But now, it have dramatically improved their waiting time. For a
customer who books a vehicle now, there is no waiting time and the
deliveries are scheduled within 5-15 days of payment, depending on the
city. They are also providing online booking service.
The reason behind this success is the adoption of hybrid model by ather
energy. In which major functioning is with Ather and secondary functions
are performed by distribution partners. And later when they will be out of
Startup phase they can set up their own stores leading to direct
distribution as it will lead to more profitability and better service.
Presently direct distribution is not suggested as it will increase the cost
and efficient distribution would be hard to set up in such small time.
Later ather can convert its hybrid model of distribution in the direct
distribution channel. Presently it is using hybrid distribution channel
which is effective and efficient.

Other than that ather is also adopting different strategies like: -

• It is going to show its presence in 22 cities, including Delhi,

Ahmedabad, Kochi, Coimbatore, Kolkata, Mumbai and Pune. It is
in talks with dealers in these cities to open new experience
centres. There are chances that after a experience ride from the
experience centre, potential buyers are ready to buy.

• Ather is also exploring new vehicle ownership models like long-

term leases and vehicle exchange deals

• Ather struck a strategic deal with bike-sharing startup Bounce

enabling users to buy a vehicle at the on-road price and rent it or
lease it back on the same platform
 Promotion Plan of Ather electric scooters( Choice of Media &
Message)

v Promotion

The marketing strategy for Ather energy places high importance on

the promotional tactics and strategies. The promotional strategies
Allow the Ather energy to interact with the consumers and influence
them directly. Ather Energy uses a 360-degree approach in its
promotional activities, and makes use of the following means of
promotion
v Digital marketing

• Ather energy uses its social media reach to

connect with the consumers and influence
them directly. This direct engagement and
interaction allows Ather energy to
understand the customer, their needs and
demands

• Ather Energy maintains a corporate

website – which highlights company
information, product information as well
as information regarding any ongoing Promotion Plan of Ather at
campaigns and sales the time of its launch

• In Jan 2016 before the initial launch of

Ather scooters a lot of curiosity was
created on Facebook and twitter
influencing the customers to buy the
product.

• Review of ather scooters by review Review of Ather by AUTOCAR

channels like Autocar India, Zigwheels on on their YouTube channel
YouTube has also promoted the product to
a greater extent. Krishnath Salunkhe C_20
 v Conventional marketing

• The company places advertisements in consumer-related

magazines. This largely includes home decor, and home
management magazines. Magazine ads are not very frequent, but
appear twice every quarter of the fiscal year

• In high-density locations, Ather Energy also makes use of out of

house hoardings. Hoardings increase visibility for Ather Energy and
also work towards building stronger brand recall

• Ather Energy also produces TV advertisements. All TV

advertisements have an emotional appeal to them

• TV advertisements by Ather Energy have progressed to include a

slice of life elements and characteristics and also highlight the
functional benefits of the product which influences the customers
to buy their products.

• Ather Energy also publishes ad in newspapers to generate

awareness about the product

Newspaper ad of Ather
electric 450X in Times
of India

v Community Influencers

• Ather Energy Riding makes use of community influencers as

its on-ground promotional effort by identifying strong and
confident individuals to be the brand ambassadors of their
products Krishnath Salunkhe C_20
v Other Promotional efforts taken by Ather Energy

• Ather energy has also organized various corporate and college

road shows to market their product

• Various test drive campaigns were also organized so that the

customers can freely test the scooter by driving and decide on
whether to purchase or not.

v Message

Below are the specific aspects – brand awareness, product

features that Ather Energy wants to communicate to its target
customers.

• Electric scooter
• Free from fuel prices • Android based personalized
• Lithium battery lasting upto dashboard
60000km • Navigation system - Unique
• 10 X battery compared to Feature in any two Wheeler
other electric scooters • Theft Protection
• Charges 8X time faster

• Top speed 75km/hour

• Swift pick up 0-60 in 11 sec • Equivalent top speed as petrol
• All in 15kg of weight Scooters
• In par to the maximum city drivable
speed

Krishnath Salunkhe C_20

References
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