Talent Management

FTMBA – Trim VI

Group Project

Group 7

Pooja Gouni A006

Lakshmi Aparna R A028
Leena Jadhav A038
Tarun Munagala A048
Vadlamudi Sai Tejaswi G062
Yamini Damuluri H018
About the company:

Ather Energy is an Indian electric vehicle (EV) and energy solutions company founded in
2013. The company develops and produces smart electric scooters and charging solutions for
EVs. Ather Energy's products are designed to be sustainable, intelligent, and user-friendly.
The company is committed to reducing the carbon footprint of transportation by promoting
the use of EVs and renewable energy. Ather Energy has received recognition for its
innovative products and has won several awards for its contribution to the electric mobility
sector in India.

Ather Energy produces the following products:

 Electric Scooters: Ather produces a range of smart electric scooters that offer an
efficient, sustainable, and enjoyable riding experience. These scooters are equipped
with features like GPS, navigation, and over-the-air updates. Below are the two
products
o Ather 450X
o Ather 450 Plus

 Charging Solutions: Ather Energy also offers a range of charging solutions for electric
vehicles, including fast chargers, home chargers, and charging stations. These
charging solutions are designed to be convenient, reliable, and energy-efficient. It
established an electric vehicle charging infrastructure across the country called Ather
Grid.

 Energy Management Solutions: The company also provides energy management

solutions to help households and businesses reduce their energy consumption and
save money on their electricity bills.

Ather Energy currently has two manufacturing plants in India, both of which are situated in
Hosur, Tamil Nadu. The company currently has a presence in 27 cities across 15 states.

Future plans of Ather Energy:

Ather plans to have around 350 experience centres across 250 cities and towns by FY ’24.
For this the company needs to expand its supply chain capacity

Future strategic plans

 Expanding the sales network

 Enhancing product portfolio
 Exports over the next 2-3 years

For designing the talent segmentation matrix for Ather energy, we first need to define the
goal of the company.

Goal: Market Leader in EV segment in metropolitan cities

Talent Segmentation Matrix

Category Functional Area

Strategic R&D, Manufacturing & Supply Chain
Core Data Science & Analytics, Marketing &
Sales, Finance, HR
Requisite Distribution, Customer Service, Logistics

Rationale for each function:

Research & Development:

R&D is essential given the rapid growth rate in innovation for electric mobility. Ather energy
also has plans to look into electric bike segment going forward. Given the recent safety
issues, more R&D has to go into simulation, safety benchmarking and real world testing.
Having Research and Development (R&D) as a strategic function for a company can bring
several benefits, including:

 Innovation: R&D enables Ather to develop new products, technologies, and

processes, which can provide a competitive advantage and lead to growth.
 Market Differentiation: Investing in R&D can differentiate themselves from their
competitors by offering unique products and services.
 Improved Product Quality: R&D can help Ather to improve the quality of their
products and ensure they meet customer needs and expectations.
 Cost Savings: By developing new, more efficient processes and technologies, R&D
can help companies reduce costs and increase profitability.
 Future-Proofing: R&D can help Ather stay ahead of the curve and prepare for future
changes in their industries, such as new regulations or technological advancements.

In conclusion, having R&D as a strategic function of a company can lead to innovation,

market differentiation, improved product quality, cost savings, and future-proofing.

Manufacturing & Supply Chain

Single biggest problem that the EV industry faces is that the supply chain isn’t scaled up.
Going forward, Ather don’t want to be in a position where they are not able to service
demand because the supply chain isn’t keeping pace. Ather will make investments on the
supply chain side to scale the business and meet its future goals of having 350 experience
centres across 250 cities and towns by FY ’24. Benefits of having strategic focus on
manufacturing and supply chain are

 Improved Quality: By having control over the manufacturing process, Ather can
ensure that their products are of the highest quality and meet customer expectations.
  Cost Control: By managing the manufacturing process in-house, Ather can control
costs, reduce waste, and improve efficiency.
 Flexibility: Having control over the manufacturing process allows Ather to respond
quickly to changes in demand and adjust production as needed.
 Competitive Advantage: Ather by maintaining efficient and effective supply chain
and manufacturing operations can gain a competitive advantage over their rivals by
being able to bring products to market faster and more efficiently.
 Customer Satisfaction: By controlling the manufacturing and supply chain processes,
companies can ensure that their products are delivered on time and meet customer
expectations, which can lead to increased customer satisfaction.

Data Science & Analytics:

 Improved Decision-Making: Data science and analytics provide insights into

customer behavior, market trends, and operational performance, which can help
companies make informed decisions.
 Increased Efficiency: By analyzing data and identifying patterns, Ather can optimize
their processes, reduce waste, and improve overall efficiency.
 Competitive Advantage: Ather can use data science and analytics effectively and gain
a competitive advantage over their rivals by making better use of information and
improving their operations.
 Customer Insights: Data science and analytics can help Ather understand their
customers' needs, preferences, and behaviors, allowing them to tailor their products
and services to meet their customers' expectations.
 New Business Opportunities: By analyzing data, Ather can identify new business
opportunities and expand into new markets.

Sales & Marketing

S&M plays a crucial role in generating revenue and increasing brand awareness. A strong
sales team can help Ather to reach its target audience and close deals, while a well-executed
marketing strategy can create demand for the Ather’s products or services and establish the
company's brand identity. These functions also help to gather valuable customer insights and
feedback that can inform future product development and business decisions.

HR

HR helps in managing the company's most valuable asset: its employees. By effectively
managing its employees, Ather can foster a positive work environment and promote
employee engagement and satisfaction, which can ultimately lead to increased productivity,
employee retention, and overall business success. HR also plays a key role in strategic
planning and decision-making by providing data and insights on workforce trends and
employee demographics.

Finance

Finance department helps in managing the financial resources of the organization and
ensuring its long-term stability and growth. The finance function is responsible for managing
the company's budget, forecasting revenue and expenses, and making decisions about
investment and financing opportunities. It also provides financial reporting and analysis that
helps to inform strategic decisions and track the company's performance. By effectively
managing the Ather’s financial resources, the finance function helps to ensure that the
company has the resources it needs to achieve its goals and grow over time
Distribution

Customer Service

Customer Service plays a crucial role in maintaining customer satisfaction and building
customer loyalty. The customer service team is responsible for addressing customer inquiries
and concerns, resolving customer issues, and promoting the company's products and services.
A high-quality customer service experience can help to differentiate the company from its
competitors and create a positive perception of the brand in the minds of customers.
Additionally, customer service can provide valuable insights into customer preferences,
behaviors, and feedback, which can inform future product development and business
decisions. By effectively managing customer relationships, a Ather can foster customer
loyalty, increase customer retention, and drive repeat business. Ultimately, a strong customer
service function helps to ensure the long-term success of the company by creating a positive
customer experience and building strong customer relationships.

Distribution

Distribution helps in getting products and services to customers and satisfying their needs. A
well-designed distribution system helps Ather to efficiently and effectively deliver its
products and services to target markets, reducing lead times, lowering costs, and improving
customer satisfaction. An effective distribution system can also help to manage inventory,
minimize waste, and increase efficiency in the supply chain. By leveraging technology, data
analysis, and effective relationships with suppliers, distributors, and logistics providers, Ather
can improve their distribution strategies and gain a competitive advantage.
Employer Branding

Why Ather?

Think limitless and get the chance to engineer the future of electric mobility and be at the
forefront of technological innovation

For the future: It is high time to care about our planet because it is now or never. Climate
change has become a norm and you can change it. Join us in bringing efficiency and
sustainability through great ideas

Work in Harmony: Work in an environment that fits diverse cultures and fosters creativity to
drive productivity

Create your story: No day is the same at Ather. Enjoy the process and there will be on limit
on how high you can go. Drive disruptive innovation and find your growth

Candidate Persona
Intervention 1: Career Development Program

Graduate Trainees:

 Campus recruits will be onboarded who'll be working in their core functional

departments for the first 2 years
 Post this they'll have a chance to upskill themselves through Upgrad and also have
cross functional stints and projects
 High potential candidates will be going through leadership programs in premier
institutes like IIMA,IIMB etc

Outside Hiring:

 The candidate will be onboarded in the vacancy taken for and will be working for a
min of 2 years
 Post this they'll have a chance to upskill themselves with Upgrad and also to shift to
any internal openings for versatile experience
 High potential candidates will be going through leadership programs in premier
institutes like IIMA,IIMB etc

This training and development programs of Ather Energy can help to provide mentorship
opportunities and a supportive and collaborative work environment that encourages
employees to take on new challenges and advance their careers.
How it helps higher candidate reach?
 It helps to provide employees with a clear understanding of the skills and experiences
they need to acquire to advance their careers.
 This can help to attract and retain top candidates who are seeking opportunities for
growth and advancement.

How it converts into higher applications?

 A well-designed and well-executed career development program can help to enhance

a company's reputation, making it easier to attract top candidates.
 This thereby increases the number of applications of such talent pool
 It also enhances a Ather Energy brand by demonstrating a commitment to employee
growth and development

Intervention 2: Well-being program

New joiners will be entitled to join Ather wellness revolution program

Physical:

 The physical wellness part will have fitness challenges per month and the employee
with the maximum score will win exciting rewards like a free movie ticket or a free
dinner at select restaurants
 Discounts are offered on gym memberships.
 Optional wellness adventures for new joiners with the goal of getting away from their
desks for a little while and bonding with the team

Mental:

 Ather has created an app called AtherCares that offers mental health information in
the form of blogs, videos, etc, and schedules on-site yoga sessions and meditation
sessions. Employees can also book appointments with therapists or counsellors on the
app
 Ather has peer support groups to enable co-workers to discuss things apart from work
life.

Financial:

 New joiners can avail of financial consultant services by having a one-on-one meeting
that can help graduate trainees make thoughtful decisions about monetary matters.
 Ather also provides free courses on financial knowledge, especially on topics like
financial planning and debt management

How will Well-being Program help?

Productivity: Well-being programs improve productivity as employees are provided with

Ather's wellness program to deal with stress
Less Absentism: Since employees are maintaining good health , the frequency of getting sick
significantly reduces
Increased Retention: Many employees are strongly influenced by the presence of health
offerings and other benefits when they choose an employer

Advocacy: Employees will advocate Ather for the efforts that they put for thier well being
and enhance employer branding

Communication Strategy

Communicate the EVP to all stakeholders: It is important to communicate EVP it to all

relevant stakeholders, including current employees, potential hires, and other key partners.
This can be done through company websites and employee handbooks

Employee Testimonials:

One way of communicating is through employee testimonials through their website. Given
below is a sample, designed by us for Ather Energy of how employee testimonials can be
displayed on their website.

Employee Handbooks:

Employee handbooks usually include information on company culture, values, and a mission
statement. Some key elements of Ather Energy policies regarding employees might include:

 Realistic expectations of both, what the company expects to see from its employees
and what employees can expect from the company
 Equal employment opportunities: Ather Energy policies prohibits discrimination in
hiring, promotion, and other employment practices on the basis of race, gender,
religion, or other personal characteristics.
  Competitive compensation: The company offers competitive salaries and benefits
packages to attract and retain top talent, including health insurance, retirement plans,
and paid time off.
 Work-life balance: The company offers flexible work arrangements, such as
telecommuting or flexible schedules, to help employees balance their work and
personal lives.
 Health and safety: Ather Energy policies includes measures to ensure a safe and
healthy work environment, such as regular safety training and the provision of
personal protective equipment.

Below is the sample of how Ather Energy employee handbook looks like

We expect this handbook to be provided to every employee being onboarded and to share on
social media platforms like LinkedIn along the goodies provided by the company in order to
spread awareness regarding Ather’s inclusion of its employees.

Employee Dashboard on Ather’s Website

Employee involvement: Ather should encourage its employee involvement and provide
opportunities for them to provide input on company policies and practices, through employee
surveys, suggestion boxes, and other mechanisms. Some of the tools which it can use for the
same are Officevibe, SurveySparrow, TrackStar etc. The analyzed data should be published
on the company website and below is an example of how it can look like
Making the EVP a key part of the company culture:

The EVP should be integrated into the company culture and become a core part of how the
company operates. This includes making sure that the EVP is reflected in all relevant policies
and procedures, and that it is consistently communicated and reinforced through all levels of
the organization through the events such as townhall meetings, business conclaves etc which
can be conducted specific to supply chain domain.