AKANSHA TOPANI

PGFB-1906

GROUP NO. 11

NO SHORTCUTS: NISTHA TRIPATHI

CHAPTER-8

TARUN METHA: ATHER ENERGY

AUDIENCE INTENT MESSAGE

Audience:
The audience group I am addressing is of 60 students. Students present are pursuing post graduation,
age group between 20-25. The gender ratio for male is to female is 8:7.
Intent:
The intent is to flourish the idea of entrepreneurship into the minds of young readers. And to encourage
the young entrepreneurs to create such startups which are as per the era’s requirement fulfilling the
needs of the consumers.
Message:
To rectify the whole world enhancing the sustainable development goals in the next 20 years. The
mission is to make all vehicles electric in the world over the next 20 years and to open the scope for new
innovations.

CONTENT RESEARCH

Our study group chose ARTHER ENERGY from the book 'NO SHORTCUTS' written by
NISHTA TRIPATHI. The chapter revolves around the hardware startup founded in 2013. This
is called Arther energy. Making dreams into reality Two if the IIT Madras alumni Tarun Mehta
and Swapnil Jain came with the aim of manufacturing electric scooter by 2020 and making all
the vehicles electric within the next 20 years. So as to move on with the idea both left their jobs
and joined IIT where they were recruited for their project associatship at a stipend of Rs 15000
per month. Initially they were supported by professor are Krishna Kumar who gave them the
encouragement to provide whatever support they require from the college and with the help of
one of the professor Dr. V Srinivasan who agreed to provide fund worth 25 lakhs they started
manufacturing prototypes. Within 6 months they made their first battery pack with almost no
funding or external help. A promisable support from the professor kept them motivated to more
on further with their idea to make every person become the user of modern technology with other
big firm like TVS, Honda could not do. The idea initiated by both not only involved engineering
but to think of the full product i.e. pricing, competition and to build a technological company
which will be owning all its engineering and can build products from scratch rather than being
cash effective, since from starting they faced challenges in terms of investments as hardware
startups need a lot of money but later convinced Flip Kart, Hero Moto Corp and tiger global.
They were benefitted as company like TVS, Honda etc exported these vehicles from outside but
Ather manufactures itself in the home country. The chapter proves that one should take efficient
decisions to ignore hurdles coming their way.

PERSONAL LEARNING

1. One of the main learning which I took being an MBA student it is very important to think
and evaluate the decisions which we take as this is the era of dynamics where external
uncertainties can’t be identified easily where one needs to be prepared to face everything
coming it's way.
2. What I could learn from this exciting journey which is still moving ahead is that one
should work with the head high and a positive attitude where he should not fear about the
challenges at first coming its way.
3. With the courage to build the hardware means a great opportunity which comes with
challenges too. Knowing this beforehand they still took this road with a vision to make
our country sustainable will give you the reward which is much greater than anything
else.
4. Seeing the opportunities instead of challenges you are aware about and being stubborn to
the faith you have in yourself and the support your environment contributes to yourself
help you to find a way towards your goal.

GROUP CONTRIBUTION

Akansha: I have learnt that how the two entrepreneurs being so focused towards their goals which were
not only personal but also initiating the social change creating an innovative product gave people a new
life changing solution to their problems which took a long time and it’s still continuing. As it is said that
“There Are No Shortcuts To Success.”

Abhishek: Money management

Niharika: Challenges faced by the start up

Shaswat: Fundraising

Pranshu: Product engineering and designing

 REFERENCES:
https://www.livemint.com/companies/start-ups/sachin-bansal-leads-51-million-funding-in-e-
scooter-maker-ather-energy-1559059976509.html

https://economictimes.indiatimes.com/news/economy/foreign-trade/how-chinese-companies-are-
beating-india-in-its-own-trade-backyard/articleshow/62033394.cms

https://www.forbes.com/sites/suparnagoswami/2016/11/02/indias-hardware-startups-have-a-
tough-road-ahead-of-them/#356c0a9699b1