Ather eyes larger pan-India presence with new family scooter
As Ather Energy gears up to launch its family scooter shortly, Ravneet Phokela believes that the stage is set for the next phase of rapid growth and expansion to new regions across India.
“With this new offering, Rizta, we will have the relevant customer base in place. We are very well distributed across the South and this electric scooter will help us grow in the North and West too,” Phokela, Chief Business Officer of Ather, told ETAuto.
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Calculate <div data-placement=«Mid Article Thumbnails» data-target_type=«mix» data-mode=«thumbnails-mid» style=«min-height:400px; margin-bottom:12px;» class=«wdt-taboola» id=«taboola-mid-article-thumbnails-108793589»>Ather’s presence thus far has been confined to the performance segment which takes up a much smaller share of the pie than the family scooters. On a national level, it hovers around barely 15% and the difference gets steeper in the northern and western regions where the family scooter takes up nearly 95%.
As Phokela said, the family segment is now “optimised" for Rizta’s target audience and “we want to be sure that we are not seduced by a generalist product” with the focus now being on a specific user base.
Ather’s first scooter was a performance offering where the objective at that point in time was to build something “that we considered valuable”. The 450 was launched as the best product that money could buy in this new mobility space while driving home the message that electric was not a cheap option.
Cheap Chinese imports
Till then, this arena was largely characterised by cheap Chinese imports and Ather was keen on busting the myth that electric was merely some kind of a
