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Organizational Behaviour
End-Term Project
A Study on Ather Energy

Group 9
Shriya Pandey 2023MBA142
Deesha Rajput 2023MBA096
Sanjana Bansode 2023MBA138
Gyanesh Roshan Nanda 2023MBA101
Jeevandeep Boda 2023MBA107
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INTRODUCTION:ATHER ENERGY
The Face of India's Intelligent Electric 2-Wheelers in the Future
of Ather Energy

Early in 2014, it received ₹4.5 million (US$56,000) from the Technology Development Board of
the Department of Science and Technology at IIT Madras and Srini V Srinivasan, an IIT alumnus
and the man behind Aerospike. The Flipkart founders, Sachin and Binny Bansal, contributed the
$1 million seed money in December 2014. It received $12 million from Tiger Global in May 2015
to be utilised for the vehicle's development, testing, production, and introduction. During the
Surge technology conference in Bengaluru on February 23, 2016, the company unveiled the
S340, its first scooter. Hero MotoCorp made a ₹180 crore (US$23 million) October 2016
contribution to the Series B funding campaign. It invested an additional ₹130 crore, or US$16
million, in 2018. Thanks to a $32 million investment from Sachin Bansal, Ather Energy was able
to raise an additional $51 million in May 2019. Hero MotoCorp converted its $19 million
convertible debt as part of this agreement. Moreover, InnoVen Capital extended a venture debt
of $8 million. Ather Energy and the Tamil Nadu government came to an agreement in December
2019 to build a 400,000 square foot (37,000 square metre) electrical vehicle manufacturing
plant in Hosur. There would be an approximate investment of ₹635 crore, which translates to
₹786 crore or US$98 million in 2023. The company released two new versions, the Ather 450X
and the Ather 450 Plus, in January 2020.In July 2020, Hero MotoCorp made a $11.4 million
contribution to the Series C investment round of Ather Energy. In November 2020, Ather Energy
raised ₹260 crore (US$33 million) as part of its Series D round. With an investment of ₹170
crore (US$21 million), Sachin Bansal took the lead, with Hero MotoCorp contributing $12
million.
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User Consultation

User-Atheer: Ujjwal Lenka

27 years old

Employment: Senior Engineer at Nagarro; Gurgaon

Greetings, Ujjwal! How do you feel?

Lenka Ujjwal: Hi there! Okay, me? Suit and Well

Questioner: That's good to hear. How long have you been driving an Ather electric vehicle (EV)?

Yes, Ujjwal Lenka! I bought it in May of 2021. I've been riding my Ather electric scooter for the
past two and a half years.

Questioner: That's wonderful to know! Could you list a few advantages you've had since utilising
your Ather scooter?

Lenka Ujjwal: Naturally, of course! Numerous advantages have been observed.

The scooter is incredibly practical for city transportation.

It is lightweight and manoeuvrable, so I never have to worry about running out of fuel.

Efficient travel planning and vehicle monitoring are further facilitated by the app and its
connectivity features.

Furthermore, it is eco-friendly.

Interviewer: During this time, have you faced any issues or difficulties with your Ather scooter?
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Lenka Ujjwal: Indeed, there have been a few small problems. I've occasionally seen connectivity
issues with the app, which may be annoying when attempting to find my scooter or map out
routes. There was also a time when the scooter's charging port experienced a problem, but
Ather's customer care promptly fixed it. All in all, the issues have been little and have been
resolved quickly.

Questioner: It's encouraging to know that your concerns were addressed by customer service.
Would you like to see any particular enhancements or new features added to Ather scooters or
their services in the future?

Ujjwal Lenka: Without a doubt, yes. Some enhancements that I think could be made are:

Extension of the infrastructure for charging

There are few fast-charging stations.

For longer commutes, the scooters' range should be increased.

It would be great if battery technology could be improved to shorten charging times.

Questioner: How happy are you with the Ather electric scooter, on a scale of 1 to 10?

Lenka Ujjwal: To be honest, there are advantages and disadvantages to everything. However,
after 2.5 years of use, I am extremely happy with Ather and would give it an 8 out of 10.

Questioner: Finally, if you could recommend Ather electric scooters to anyone, what would be
your reason?

Ujjwal Lenka: Without a doubt, I would tell others about Ather electric scooters. They provide
city people with an easy and sustainable way to get around. The organisation has demonstrated
a dedication to improve its products and services, and the build quality is outstanding.
Furthermore, it's fantastic to back a company that's promoting environmental sustainability.

Questioner: I appreciate you sharing your knowledge and firsthand accounts of using Ather
Energy. Your opinions are important to individuals who are thinking about buying electric
scooters. Thank you for your time today!
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Employee Consultation

Employee name: Ravi Mittal; Role: Tech support team; Work history: three years in Ather energy

Greetings, Ravi. Thank you for coming to see us today. Could you tell us about your experience
collaborating with this business?

Regards, Mr. Ravi Hi there, I'm glad to be here. For me, this has been a really unique experience.
We control most of our components since we operate in an agile manner, and higher-level
management supports our initiatives and understands the larger technological picture.

2. That implies a dynamic workplace. Which aspects of your work have you found most
challenging?

Ravi Mittal, M.D. The most challenging part must be the project's constantly changing scope.
We are required to generate a large number of responses rapidly, which occasionally leads to
extended workdays. However, I must admit that I really enjoy this struggle. I like discussing
technical issues with my coworkers and coming up with solutions as a team.

It's great to hear that you enjoy the technical aspects of your work. Could you enumerate some
advantages and disadvantages of working for this company?

Mittal, Ravi: Of course. Positively, our culture is youthful and dynamic, creating a lively mood in
the office. However, there is a drawback: sometimes, it can be really stressful. Two concerns
that substantially influence many of us are the lack of opportunities for job progression and the
scarcity of pay raises. Issues pertaining to caste and language barriers may also be factors in a
less than ideal work environment.

Q. You made a very astute comment. What kind of person do you think would succeed in this
organisation in spite of the challenges?

Mittal, Ravi: This organisation is best suited for those who are eager to learn and contribute in a
fast-paced environment.
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In this interview with Ravi Mittal, he talks about the advantages and disadvantages of working
for the corporation. It also offers some guidance to anyone considering a job in such a setting.
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Model of Organisational Behaviour (OB)

At the individual level, Ujjwal Lenka (User) embodies the viewpoint of the client as she uses
Ather's electric scooter. His story emphasises how crucial technology dependability, customer
service, and product quality are in determining consumer loyalty and personal pleasure.

Ravi Mittal, the worker: As a member of the tech support staff of Ather Energy, Ravi Mittal
provides an employee's perspective on the individual level. He talks on the need of having a
learning attitude, the difficulty of managing projects with changing scopes, and the dynamic
work culture.

Group Level: User Feedback: The opinions and recommendations provided by Ujjwal Lenka
speak for all of Ather's clients. These comments will help Ather Energy enhance its charging
infrastructure, connectivity, and product features.

Work Environment: Group dynamics inside the organisation are indicated by Ravi Mittal's
depiction of a young and lively work culture. Long hours and stress are also indicators of issues
at the group level that may affect cooperation and employee morale.

Organisational Level: Investment and finance: The development of Ather Energy, which
included finance from a number of sources such as Hero MotoCorp, venture capital, and the
creators of Flipkart, brings to light the organizational-level approach to innovation and growth.

Product line: Ather Energy has demonstrated its dedication to both product development and
market expansion with the introduction of the Ather 450X and Ather 450 Plus, among other
product line expansions.

Manufacturing facility: The company's larger-scale operations and infrastructure investments

are demonstrated by the construction of a manufacturing facility in Tamil Nadu.

Macro Level: Industry Trends: Ather Energy works in the electric vehicle (EV) sector, which is
impacted by a number of macro-level variables, including competitive markets, governmental
regulations, and environmental concerns. These outside variables affect the organization's
strategy and growth.
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Market Position: Hero MotoCorp's investment in Ather Energy and Sachin Bansal's investments
show the company's place in the larger market as well as the rivalry and alliances within the EV
sector.

Economic Environment: Ather Energy's sales and client demand for electric scooters may be
impacted by the macroeconomic environment, which includes elements like economic
expansion or contraction.
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In summary

The Ather Energy case study offers insightful information on the business's operations from the
viewpoints of both its clients and staff. The study's main findings and conclusions are as follows:

Benefits and Customer Satisfaction:

Users like Ujjwal Lenka, who value the scooters' ease, lightweight construction, and
environmental friendliness, have given Ather Energy's electric scooters positive reviews.

The mobile app and connectivity features have improved the user experience by making trip
planning and vehicle tracking more effective.

Customer challenges: Ujjwal Lenka's comment also identifies a few difficulties, such as sporadic
app connectivity issues and little problems with the scooter's charging connector. However,
Ather's customer service quickly resolved these issues.

Employee Opinion:

Based on Ravi Mittal's experience working at Ather Energy, the company has a vibrant work
environment that promotes technical conversations and teamwork in solving problems.

Long working hours can be difficult but also rewarding for people who appreciate technical
difficulties due to altering project scopes and the requirement for prompt responses.

Organisational Growth and Strategy: Ather Energy has shown its dedication to growth and
innovation in the electric car market via its journey, which began with early seed capital
investments and continued with successive funding rounds.

The company's attempts to grow its operations are demonstrated by the addition of a
production facility in Tamil Nadu and the diversification of its product line.

Macro-Level Influences: The government policies, environmental concerns, and market

competitiveness are some of the macro-level elements that affect the industry in which Ather
Energy operates. The company's strategy and growth trajectory are significantly shaped by
these external influences.
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Suggestions from users such as Ujjwal Lenka include extending the infrastructure for charging,
extending the scooters' range, and improving battery technology to shorten charging periods.
Taking these suggestions into consideration could improve customer satisfaction even more.

In order to keep and inspire its employees, Ather Energy may also think about resolving the
issues raised by Ravi Mittal, such as possibilities for career growth and wage increases.

General Contentment and Suggestion:

Ujjwal Lenka gives Ather's electric scooter an eight out of ten rating for satisfaction and heartily
suggests them to others because of their dependability, high quality construction, and
dedication to environmental sustainability.

In summary, Ather Energy seems to have built a solid reputation among its clients and staff.
With its response to consumer input and ongoing innovation in the electric car market, the
company is well up for future expansion and success. Nonetheless, it have to take into account
attending to employee grievances in order to preserve an inspired and efficient workforce.
Ather's path exemplifies the possibility of success in the quickly developing electric car market,
where customer pleasure is primarily driven by technological innovation and environmental
conscience.