ATHER

History

• Ather Energy is an Indian electric vehicle company, headquartered in Bangalore.

• It was founded by Tarun Mehta and Swapnil Jain in 2013.

• It manufactures two electric scooters - the Ather 450X and the Ather 450 Plus.

• It has also established electric vehicle charging infrastructure across the country called Ather Grid.

Key highlights

• Company Name – Ather Energy

• Funding Year – 2013

• Headquarters – Bangalore, Karnataka, India

• Founders – Tarun Mehta, Swapnil Jain

• CEO – Tarun Mehta

• Industry – Automotive Evs

• Type of Company – Private

• Total Funding - $286.8 M

• Revenue - $10.72 M

• Website – www.atherenergy.com

Mission

At Ather, we want to build the future of mobility – one that is connected and electric

Vision

Ather's vision is to accelerate the development and adoption of smart, electric vehicles.

Organisational
Heads

Products
and
Services
Offered
Ather 450X (3rd Generation)
Ather 450X (3rd Generation) was launched on 19th July 2022 with improved range and other features. This new
scooter is 6k more expensive then Ather 450x. This new 3rd generation Ather 450x has more powerful battery
with 3.66 kWh.

Ather 450X
Ather 450X has a 4G sim card and Wifi along with Bluetooth connectivity and the new 7” touchscreen
dashboard, comes with a color 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.
The Ather mobile app offers personalised ride statistics, charging status, push navigation and more
functionalities like theft & tow detection, live location & vehicle state tracking, voice assistant and welcome lights.
Ather 450X supports connected accessories like smart helmets and tyre pressure monitoring systems (TPMS).
Ather Energy started deliveries of its latest Ather 450X Series 1 from November 2020.

Ather 450
The Ather 450 is constructed using an all-aluminium frame, comes with a 5.4 kW (7.2 BHP) Brushless DC
electric motor, and a 2.4 kWh lithium-ion battery pack. The scooter can accelerate to 40 km/h in 3.9 seconds,
attain a top speed of 80 km/h, and can travel 75 km on one charge in city-riding conditions (107 km in the
Indian driving cycle).
Ather Energy also offers an upgraded version of Ather 450 called the Ather 450 Plus which has a top speed of
70 kmph and a True Range of 70 km in Eco mode. The Ather 450 Plus offers 4G connectivity, onboard
navigation, and other connected features but does not have Bluetooth connectivity and the Warp mode.

Ather Grid
Ather has set up its own charging network, dubbed Ather Grid, in 18 cities across India. These DC-fast-charging
stations use Ather's proprietary charging method and connector to charge the Ather scooters at a rate of
1 km/min. The charging points are also equipped with a 3-pin socket to supply AC power to other electric
vehicles that do not use Ather's connector. Other vehicles can connect to the charging point and start charging
using the Ather Grid app for iOS and Android.
More than 120 fast charging grid points are installed across 18 Cities in India. Ather has plans to set up around
300 fast charging stations across India by end of 2021. Ather also sets up a home charging point at customer's
homes which will charge the Ather 450X overnight.

Share of electric two-wheeler in India in financial year 2022, by

•E-2 wheeler a niche category in India.

•Innumerable infrastructure constraints, leading to manufacturing and using an e-2 wheeler.

•Indian consumers lacked awareness of AE's e- 2 wheelers.

•Dependency on other countries for part imports to manufacture

Strength –
 The wide product portfolio and its geographic presence in different cities can help ather reach its target
audience.
 Higher margins enable the measurement in research and development.
 Ather holds Intellectual Property Rights over their innovation.
 A strong balance sheet and financial statement can diversify the revenue stream.
 High product quality increases brand loyalty.
 Strong brand presence in the automobile market as well as online.

Weakness -
 Poor waste management practices raise environmental concerns from ethical users.
 Customer dissatisfaction due to poor customer service and inability to understand their needs.
 Less efficiency in inventory management and cash cycle.
 Misalignment of organisational culture with strategic objectives.
 Lack of workforce diversity may hinder success in international markets.
 Slow decision making causes expensive delays in product launches.

Opportunities -
 The emergence of better Technology provides opportunities for growth
 Globalisation enables Ather to tap into the international market.
 Access to International markets could lead to the involvement of international talent.
 Ather has the means to explore adjacent markets by expanding its product line.
 Collaboration with local suppliers is possible because of an e-commerce model.
 Social media growth enables customer acquisition and lowers costs.
Threats -
 Lower demand from middle-class customers because of growing inequality.
 Geo-political factors and changing regulations impact the international business environment.
 New entrants could derail their growth.
 Protectionism affects entrance into the global market.
 Shortage of skilled labour in the market
TARGET CONSUMER NEEDS

• Environment Conscious:- Customer would prefer buying e-2 wheeler than petrol 2 wheeler

• Indian Brand :- Customers who prefer Indian brand would buy AE e-2 wheelers

• Value Conscious:- Customers who can appreciate the overall AE offering and experience

• Tech Savvy:- A tech savvy will thoroughly enjoy its features offered
• Urban Rider:- A short distance urban rider would prefer it, than a village or long distance traveller.

• Influencer :- An influencer buyer can expand the awareness by word of mouth

CONCLUSION
 Ather in the current scenario has strong presence as it is the 4th largest EV-2 wheeler manufacturer in India.

 This startup is growing stronger and is having a profitable advantage in terms of reliability and technology.

 Ather in the coming few years should serve more consumers and should aspire to become a Global player in
the field of EV 2 Wheeler segment.

 But should plan its future plans and strategies in such a manner that it could get more customer interaction
and feedback for overall improvement.