image source: evehicleinfo
The story begins in the labs of IIT Madras, where Tarun and Swapnil were working on battery pack projects.
As the world accelerates toward electric mobility, India found itself with limited choices that combined quality and high performance.
The electric scooters available often lacked the desired innovation and reliability.
Ather 450X: Setting new standards
In 2018, Ather Energy launched Ather 450, followed by the upgraded Ather 450X.
These models stood out with their groundbreaking features.
It came equipped with an integrated app for riders to track their scooter’s performance and find nearby charging stations with ease.
Coupled with a robust electric motor that offers swift acceleration, these scooters deliver an unmatched blend of elegance, power, and cutting-edge technology.
Ather scooter is not only stylish and thrilling but also redefining the riding experience for electric mobility enthusiasts.
Building the Ather ecosystem
The lack of charging stations was a significant barrier to EV adoption.
The brand launched Ather Grid—a network of fast-charging stations in major cities like Bangalore, Chennai, Hyderabad, and more.
This ease encouraged more to switch to eco-friendly transportation.
Charging at these stations was free for the initial users.
They also offered home charging solutions with the Ather Dot, a compact charging point that could be installed in parking spaces.
Engaging the community
Ather built a strong community around their brand.
They hosted open house events, allowing customers and enthusiasts to visit their Experience Centers, test ride scooters, and interact with the team.
Feedback was not just welcomed but actively sought, helping Ather refine its products.
They even organized Ather Forums, an online space where users could discuss features, share experiences, and suggest improvements.
This level of engagement fostered a loyal customer base that felt invested in the brand’s journey.
Navigating challenges
The path wasn’t all smooth.
High initial costs were a deterrent for many potential buyers.
Ather tackled this by introducing innovative financing options and subscription-based models, lowering the entry barrier.
Supply chain issues, especially for specialized components, posed challenges.
However, their focus on in-house development and local sourcing wherever possible helped mitigate risks.
Growth and Expansion
By 2023, Ather had expanded its manufacturing capabilities with a new plant in Hosur, Tamil Nadu, capable of producing 500,000 scooters annually.
New Experience Centers were launched across India, and plans were announced to enter international markets.
The road ahead
Looking ahead, Ather is set to broaden its product range.
They are also dedicating significant resources to research and development aimed at enhancing technologies and energy storage solutions.
Ather Energy’s story is truly motivating, highlighting how innovation and steadfastness can drive meaningful transformation.
Ather created exceptional products and also developed an ecosystem that supports and enriches the electric vehicle experience.
In a nation facing challenges like pollution and traffic congestion, Ather provides a vision of a cleaner, smarter future!
sights into innovation, funding, and success with our startup article. Read today! Ather Energy Founder: Leading the EV Revolution in India
Rajeev – Digital Evangelist | Startup Consultant | Entrepreneur
With 20+ years in SEO, digital marketing, and data analytics, Rajeev has been instrumental in shaping successful online strategies for global brands. As the former Practice Head – SEO & Analytics at WPP/GroupM India, he led high-impact search and analytics teams for over 14 years.
Beyond corporate leadership, Rajeev is a Startup Consultant & Digital Trainer, helping early-stage ventures scale through digital strategies, investor readiness, and technical consulting. He has also been a lead trainer at Digital Vidya and associated with Bhartiya Vidya Bhawan, where he empowered students with practical digital marketing knowledge.
An early-stage investor, he has backed Bihar-based startups like Mostech Softwares and Delhi Foods. His expertise spans SEO, SEM, media planning, mobile app distribution, and website development, ensuring businesses establish a strong digital presence.
He is also very passionate about his mother place or state Bihar and currently, he is working with local entrepreneurs to ensure more digital and e-commerce penetration and want to take it to the next level.
🚀 Exciting new venture coming soon! Stay tuned.
