A Study On

“A study on impact of EV and clean energy for the automobile industry with
special reference to ETO PRIVATE LIMITED (On marketing) ”
By
Yashaswi Pola (111719029048)
Aryan Daniel (111719029037)
Vivek Singh (111719029060)
Sanskar Puranik (111719029052)
Praveen Choudhary (111719029044)

Department of Bachelors of Business Administration

Loyola Academy Degree and PG College
(Autonomous)
“A college with Potential for Excellence” By UGC
Accredited with Grade “A” By NAAC
Affiliated to Osmania University
 Loyola Academy Degree and PG College
(Autonomous)
“A college with Potential for Excellence” By UGC
Accredited with Grade “A” By NAAC
Affiliated to Osmania University

Certificate:
This to Certify that Yashaswi Pola (111719029048), Aryan Daniel (111719029037), Vivek Singh
(111719029060), Sanskar Puranik (111719029052), Praveen Choudhary (111719029044) have
successfully submitted a project report on “Marketing on ETO PVT LTD” as a partial fulfillment for
the award of BBA Degree from Loyola Academy, Affiliated to Osmania University, Hyderabad during
the year 2021-2022

PROJECT GUIDE EXTERNAL

EXAMINER

(MRS. K.B.Sravanthi)

HEAD OF THE DEPARMENT PRINCIPAL

(Mrs. M.H. Mary Patricia) (Rev Fr. Dr L. Joji Reddy)

ACKNOWLEDGEMENT

We the undersigned students of Loyola Academy Degree and PG College (Autonomous)

affiliated to Osmania university, hereby declare that the project report entitled has been
prepared and submitted as a partial fulfilment for the award of BBA Degree. We further
declare that it is an original work done as a part of our academic course and has not been
submitted to any other university or institution for the award of any
degree/diploma/certificate or published any time before.

Our greatest gratitude goes to God for his amazing Grace and for providing the
opportunity and resources to extend Our learning to this level. I acknowledge with
great gratitude the sacrifice Our parents made in laying the foundation for Our
education and their prayers during tough times without which it would have been
difficult to progress this far.

Our special thanks extend to Our mentor MRS. K.B.Sravanthi for her input,
encouragement and guidance in the preparation of this research project .I
acknowledge the support of the college administration that provided access to
institutional library resources, the various individuals and organizations, that
assisted me in completing this project. I am grateful to our Head of Department
Mrs. M.H. Mary Patricia , for encouraging, and supporting us throughout the period
of Our studies and our special friends and colleagues for their support.
 DECLARATION

We the undersigned students of Loyola Academy Degree and PG College (Autonomous)

affiliated to Osmania University, hereby declare that the project report entitled has been
prepared and submitted as a partial fulfilment for the award of BBA Degree. We further
declare that it is an original work done as a part of our academic course and has not been
submitted to any other university or institution for the award of any
degree/diploma/certificate or published any time before.
DEDICATION

We dedicated this project to Our lovely parents for instilling in us the value of hard work
and the rest of Our family and special friends who are Our inspiration in life.-

By
Yashaswi Pola (111719029048)
Aryan Daniel (111719029037)
Vivek Singh (111719029060)
Sanskar Puranik (111719029052)
Praveen Choudhary (111719029044)
 CERTIFICATE

This is to certify that ……SANSKAR PURANIK……….bearing UID No.

…111719029052………, LOYOLA ACADEMY,OLD
ALWAL,SECUNDERABAD 500010,successfully has an MOU to do
collaborative research work with……………ETO PVT LTD………on the Topic
entitled ……… A study on impact of EV and clean energy for the automobile
industry with special reference to ETO PRIVATE LIMITED …………
He/She has done this work under the guidance and supervision of ……… MRS.
K.B.Sravanthi …….,from the department of ……BBA…………….., Loyola
Academy. The work was done from December 2021 to April 2022. We place our
appreciation on records for his/her best effort.

Sign of Company Authority

CERTIFICATE
 This is to certify that ……YASHASWI POLA……….bearing UID No.…
111719029048………, LOYOLA ACADEMY,OLD
ALWAL,SECUNDERABAD 500010,successfully has an MOU to do
collaborative research work with……………ETO PVT LTD………on the Topic
entitled ……… A study on impact of EV and clean energy for the automobile
industry with special reference to ETO PRIVATE LIMITED …………
He/She has done this work under the guidance and supervision of ……… MRS.
K.B.Sravanthi …….,from the department of ……BBA…………….., Loyola
Academy. The work was done from December 2021 to April 2022. We place our
appreciation on records for his/her best effort.

Sign of Company Authority

CERTIFICATE
 This is to certify that ……ARYAN DANIEL……….bearing UID No.…
111719029037………, LOYOLA ACADEMY,OLD
ALWAL,SECUNDERABAD 500010,successfully has an MOU to do
collaborative research work with……………ETO PVT LTD………on the Topic
entitled ……… A study on impact of EV and clean energy for the automobile
industry with special reference to ETO PRIVATE LIMITED …………
He/She has done this work under the guidance and supervision of ……… MRS.
K.B.Sravanthi …….,from the department of ……BBA…………….., Loyola
Academy. The work was done from December 2021 to April 2022. We place our
appreciation on records for his/her best effort.

Sign of Company Authority

CERTIFICATE
 This is to certify that ……VIVEK SINGH……….bearing UID No.…
111719029060………, LOYOLA ACADEMY,OLD
ALWAL,SECUNDERABAD 500010,successfully has an MOU to do
collaborative research work with……………ETO PVT LTD………on the Topic
entitled ……… A study on impact of EV and clean energy for the automobile
industry with special reference to ETO PRIVATE LIMITED …………
He/She has done this work under the guidance and supervision of ……… MRS.
K.B.Sravanthi …….,from the department of ……BBA…………….., Loyola
Academy. The work was done from December 2021 to April 2022. We place our
appreciation on records for his/her best effort.

Sign of Company Authority

CERTIFICATE
 This is to certify that ……PRAVEEN CHOUDHARY……….bearing UID
No.…111719029044………, LOYOLA ACADEMY,OLD
ALWAL,SECUNDERABAD 500010,successfully has an MOU to do
collaborative research work with……………ETO PVT LTD………on the Topic
entitled ……… A study on impact of EV and clean energy for the automobile
industry with special reference to ETO PRIVATE LIMITED …………
He/She has done this work under the guidance and supervision of ……… MRS.
K.B.Sravanthi …….,from the department of ……BBA…………….., Loyola
Academy. The work was done from December 2021 to April 2022. We place our
appreciation on records for his/her best effort.

Sign of Company Authority

ABSTRACT

Electric vehicles (EVs) are a promising technology for achieving a sustainable transport sector in
the future, due to their very low to zero carbon emissions, low noise, high efficiency, and
flexibility in grid operation and integration. This project includes an overview of electric vehicle
technologies as well as associated energy storage systems and charging systems. Different types
of electric-drive vehicles are presented. These include battery electric vehicles, plug-in hybrid
electric vehicles, hybrid electric vehicles and fuel cell electric vehicles. The topologies for each
category and the enabling technologies are discussed. Various power train configurations, new
battery technologies, and different charger converter topologies are introduced. Electrifying
transportation not only facilitates a clean energy transition, but also enables the diversification of
transportation’s sector fuel mix and addresses energy security concerns. In addition, this can be
also seen as a viable solution, in order to alleviate issues associated with climate change.
Furthermore, charging standards and mechanisms and relative impacts to the grid from charging
vehicles are also presented. The main aim of this project is to spread awareness about the EV
revolution, sensitize readers the need to reduce dependence on fossil fuels and envision a cleaner
future to ultimately alter the pace of climate change. This project also includes the visions of
India as a country along with it’s population to assess readiness of switching to renewable
sources of energy. This project is done with special reference to Eto Pvt Ltd which is an Indian
EV automobile company. Eto has taken us one step closer to the reality of the challenges and the
opportunities of logistics and public transport prevalent in our country and how Eto is trying to
contribute to this scenario. With systematic study and understanding the problems we have been
able to deduce various suggestions and conclusions that can potentially help Eto capture larger
market share and can be one step closer to achieve their vision for the future.
CHAPTER PAGE NO

CHAPTER 0NE: INTRODUCTION 1

1.1 Title of the Study 1

1.2 Rise of the EV 2
1.3 Objectives 4
1.4 Scope 4
1.5 Introduction to EV 6
1.6 Why EV 7
1.7 Need for EV 8
1.8 Understanding the EV markets 10
1.9 Understanding the EV marketing practices 12

CHAPTER TWO: LITERATURE REVIEW 15

2.1 Conceptual background 15

2.2 Importance of consumer awareness 16
2.3 Categorization of consumer outreach and Awareness Activities 17
2.4 Consumer awareness campaigns 18
2.5 Auto dealer awareness activities 18
2.6 Tourism 19

2.7 Factors that affect consumer preference to EV 22

2.8 Opportunities and challenges of EV in India 23
2.9 Indian Governmental policies 26
2.10 SWOT Analysis 27
2.11 PESTEL Analysis 28
2.12 Union Budget and EV in India 29

CHAPTER THREE: RESEARCH METHODOLGY 30

3.1 Introduction to ETO Electric Mobility 30

3.2 Manufacturing Plant 32
3.3 ETO Advantages 33
3.4 Supporting Women Employment 34
3.5 EV Charge by KETO 35
3.6 Complete Eco System within the Group 37
3.6.1 ETO FLEET PORTFOLIO 38
3.7 Competition Analysis 41
3.8 Competitive Mapping 43
3.9 Indian 3W Market overview 44
3.10 MOTIVE OF ETO 45
3.11 Future prospectus and goals 46
3.12 Population of the study 46

CHAPTER FOUR: DATA ANALYSIS AND INTERPRTATION 47

4.1 Research design 47

4.2 Types and Sources of Data 47
4.2.1 Primary Data 47
4.2.2 Secondary Data 47
4.3 Limitations 48
4.4 Ready to shift to renewable source of energy 49
4.5 The table shows the shares of transport in public 50
4.6 The graph shows the pending sales of KETO products 51
4.7 The graph shows the sale-segregation of product line of KETO 52
4.84 The division and the market share of keto competitors 53
4.94 The graph shows the ownership information of KETO 54
4.10 Shows the type of 3 wheeler running on Indian roads currently 55

4.11 The graph shows the city-wise sales of KETO products 56

4.12 The graph shows the extent of marketing strategies used by KETO 57
4.13 The graph shows the KETO ecosystem 58

CHAPTER FIVE: FINDINGS,CONCLUSIONS AND SUGGESTIONS

59
5.1 Findings 59
5.2 Suggestions 60
5.3 Conclusion 61
5.4 Questionnaire 62
5.5 Reference and bibliography 63
CHAPTER = 1

1.1 Title of the study

A study on impact of EV and clean energy for the automobile
industry with special reference to ETO PRIVATE LIMITED.
Across the globe, governments have been tackling the concerning problem of air-polluting
emissions by committing significant resources to improving air quality. Achieving the goal of air
purification will require that both the private and public sectors invest in clean energy
technology. It will also need a transition from conventional houses to smart houses and from
conventional vehicles to electric vehicles (EVs). It will be necessary to integrate renewable
energy sources (RESs) such as solar photovoltaics, wind energy systems and diverse varieties of
bio energies. In addition, there are opportunities for decarbonization within the transportation
sector itself. Paradoxically, it appears that the same transportation sector might also present an
opportunity for a speedy decarbonization. Statistics indicate that transportation is responsible for
14% of global greenhouse gas (GHG) emissions. However, there are numerous options for viable
clean technology, including the plug-in electric vehicles (PEVs). There are indeed many
technologies and strategies, which reduce transportation emissions such as public transportation,
vehicle light weighing, start-stop trains, improved engine technology, fuel substitution and
production improvement, hydrogen, power-to-gas, and natural gas heavy fleets. This work
concentrates on EV adoption integrated with RES.
Global interest in climate change – its effects on the environment and society more broadly – is
probably at an all time high. Countries around the world ,One area where this shift will be
needed is transportation. Non-liquid fuels which include electricity and natural gas will become
increasingly important in the coming decades. This move is being driven by concerns about air
pollution, governmental regulations, social attitudes and rapid technological advancements. The
current model of road transportation is also becoming more problematic: private cars powered by
petrol and diesel contribute to air pollution, traffic congestion and noise.

A growing number of countries, including Austria, Denmark, Japan, Korea, Indian the
Netherlands, Spain and Portugal have established targets for electric vehicle sales. AND,
according to a report just released by BP, global oil demand will peak in the 2030s. This will be
primarily because of a 100-fold increase in sales of electric vehicles, capturing one-third of the
car market.

1.2 Rise of the EV

2015-2025 will be an exciting period for the auto industry as the electric car segment will attract
several entrants. Automobile manufacturers will make significant investments to capitalize on
the growth of electric vehicles, are increasingly acknowledging the shift that’s needed from a
fossil fuel-driven economy to one that is sustainable, green and attempts to mitigate climate
change.
India’s electric vehicle (EV) market is expected to grow at a compounded annual growth rate
(CAGR) of 90 per cent in this decade to touch $150 billion by 2030, a report by consulting firm
RBSA Advisors, released on Wednesday, stated. The Indian EV market is currently in its infancy
and is estimated grow at CAGR of 90 per cent from 2021 to 2030. In terms of penetration, EV
sales accounts for barely 1.3 per cent of total vehicle sales in India during 20-21. However, the
market is growing rapidly and is expected to be worth more. India's shift to shared, electric and
connected mobility could help the country save nearly one giga-tone of carbon dioxide emissions
by 2030.
The spike in demand for EVs, led primarily due to a conducive regulatory framework, has in turn
attracted overseas investments into the sector. Earlier this year, Ola electric raised $200 million
from a clutch of investors in a fresh funding round, valuing the company at more than $5 billion.
Similarly, in early October this year, TPG Rise Climate and Abu Dhabi's ADQ also agreed to
invest close to $1 billion in Tata Motors's upcoming EV subsidiary. Also, electric scooter rental
start-up Bounce is reportedly making investments of about $100 million (around Rs 742 crore)
over the next 12 months across manufacturing of e-scooters and expanding the battery swapping
infrastructure.
Similarly, in India a new born startup know as ETO MOTORS PVT LTD which was founded by
Indian entrepreneurs who are committed to the cause of clean mobility in India and the first step
in that direction was bringing BYD electric buses to India. Factory tests of the Keto EP1
revealed that the vehicle could do a top speed of 45km per hour and achieve 130 kms on a single
charge.

At eto there are a team of engineers who have a vision fueled by innovation, commitment and
hard work to bring out next generation electric autos on Indian roads. eto aims to spearhead the
technology change and transform need for auto driving into love for auto driving.

Eto vehicles are fully grounds-up built EVs, keeping in mind safety, comfort, aesthetics,
environment and Indian urban transport conditions. They are a built on a patented unique design
and can travel at speeds of up to 45 KMPH and climb gradients of 30 degrees. They offer
luxurious space and comfort to passengers and are fitted with multiple safety devices including
seatbelts, sturdy rear bumper, bucket seat for the driver and high back rest for passengers. eto
EP1 has regenerative braking ability which helps it to conserve energy and travel for longer
distances. ETO EP1, is powered by the most advanced Powertrain & Lithium-ion technology
batteries ride into a better & cleaner future.
1.3 OBJECTIVES:

 To spread awareness about the EV revolution

The use of these cars promotes the protection of the environment by reducing
greenhouse gas emissions while promoting renewable energy sources that are less
likely to amount to the carbon footprint.

 To help the world and nation to reduce the carbon footprint

Switch to a low-carbon energy provider.
Reduce, reuse, and recycle to waste less.

 To promote a sustained life ahead.

Save energy. By using less energy, you can help to reduce carbon emissions.

Electric vehicles (EVs) offer an opportunity to replace fossil fuels in the transport
sector. Electrification of the transport sector can also bring benefits in terms of
increased energy efficiency and reduced local pollution.

1.4 SCOPE:

we are a team of 5 people who have a vision fueled by innovation, commitment and hard work to
bring and acknowledge the next generation to shift to more of a renew able sources that is
electric vehicles on Indian roads. Our group aims to spearhead the technology change and
transform the need for automobile driving into love for driving keeping in mind the
sustainability.
1.5 INTRODUCTION TO EV:
What is an electric car?
Put simply, an electric car is a one powered by an electric motor rather than a traditional
petrol/diesel engine. This electric motor is powered by rechargeable batteries that can be charged
by common household electricity.
History of electric cars
1900S
Electric cars are nothing new. Interest in motor vehicles increased greatly around the 1900s and
at that time there were about twice as many electric cars on the road than petrol/diesel cars. It
wasn’t until the 1920s that interest in electric cars dwindled. The reason was that electric cars
were limited by their low top speeds and low range (just a few miles). In addition, in 1912 the
electric starter motor was developed for petrol cars, eliminating the traditional drawback of
petrol cars: having to use a hand crank to get the car moving!
It was Henry Ford who put the nail in the electric car coffin when his company began to mass-
produce the Model T. This slashed the price of petrol cars to about half that of an electric car and
so in the early 1900s almost all electric car manufacturers began to cease making them.
The limited maximum speed of electric cars (up to 30mph) limited their practicality. For most of
the 20th century, British milk floats made up most of the world’s number of electric vehicles.
Interest in electric cars returned following the energy crises of the 1970s and 80s; with the
availability and price of oil being shown to be increasingly volatile, people could see the
potential benefits of battery-powered cars. A few big car companies brought out models and
some were sold to environmentally-minded members of the public. However, in general electric
vehicles were still losing out to the style and lower price of their petrol-fueled cousins.

2000S
In the 2000s, the development of hybrid vehicles, plus another fuel crisis, saw the technology
adopted by larger numbers than ever before. Tesla’s Roadster, which went on sale in 2008, was a
game changer for the industry. The attractive design and extended range of the Roadster
appealed to a larger market than ever before and encouraged competitors such as Nissan and
Chevrolet to launch their own models.
As of September 2016, there are more than one million pure electric cars and vans owned
globally.
How do electric cars work?
There are two types of EV technology: hybrid and pure electric.
FULLY ELECTRIC CAR
The main parts in an electric car are a rechargeable battery, controller and electric motor. First,
the battery is powered. Then the controller converts the current from DC-AC so that it can be
used by the motor. The motor converts electrical energy to mechanical energy.

HYBRID CAR
The same technology exists in hybrid cars, alongside a small gasoline engine running a
generator. This powers the car at cruising speed, and batteries provide extra power when
accelerating. Batteries can recharge themselves when the car is decelerating or standing still.
Hybrid technology means that your petrol goes much further, saving you money and reducing
environmental impact.
What are the benefits of electric cars?
 They produce no tailpipe emissions, so are better for the planet.
 They are exempt from road tax and from the London Congestion Charge.
 They often have a smoother drive than petrol cars.
 They are cheaper to run.
 Do not need much maintenance, as they have fewer moving parts.
What are the downsides of electric cars?
 They can have a comparatively limited range. This depends on the model, the
weather and the style of driving.
 Depending on the car and the charger, they can take a long time to charge.
 Batteries may need replacing after 5-10 years in order to retain efficiency. After a
few thousand few charges, the battery will lose its ability to hold charge as
effectively.
 Not all parts of the country will have a charging point nearby.
1.6 WHY EV:
A real impact on the environment
Traditional cars have a negative impact on the environment as a result of fuel consumption and
consequent emissions of CO2, leading to air pollution. These emissions are widely accepted as a
trigger for global warming and legislation such as the Climate Change Act 2008 has been
introduced to bring this under control. Hybrid vehicles generate significantly reduced emissions
and EV cars produce none at all.

The other points to support why EV is important are as follows

1.7 NEED FOR EV:
Electric Vehicles and India
 Origin and Increasing Scope: The push for Electric Vehicles (EVs) is driven by
the global climate agenda established under the Paris Agreement to reduce carbon
emissions in order to limit global warming.
 The global electric mobility revolution is today defined by the rapid
growth in electric vehicle (EV) uptake.
 About two in every hundred cars sold today are powered by electricity
with EV sales for the year 2020 reaching 2.1 million.
 The global EV fleet totaled 8.0 million in 2020 with EVs
accounting for 1% of the global vehicle stock and 2.6% of global car
sales.
 Falling battery costs and rising performance efficiencies are also fueling
the demand for EVs globally

Need for Electric Vehicles: India is in need of a transportation revolution.

 The current trajectory of adding ever more cars running on expensive
imported fuel and cluttering up already overcrowded cities suffering from
infrastructure bottlenecks and intense air pollution is unfeasible.
 The transition to electric mobility is a promising global strategy for
decarbonizing the transport sector.
 India’s Support to EVs: India is among a handful of countries that support the
global EV30@30 campaign, which aims for at least 30% new vehicle sales to be
electric by 2030.
 India’s advocacy of five elements for climate change — “Panchamrit”
— at the COP26 in Glasgow is a commitment to the same.
 Various ideas were espoused by India at the Glasgow summit, such
as, renewable energy catering to 50% of India’s energy needs,
reducing carbon emission by 1 billion tones by 2030 and achieving
net zero by 2070.
 The government of India has taken various measures to develop and
promote the EV ecosystem in the country such as:
 The remodeled Faster Adoption and Manufacturing of Electric
Vehicles (FAME II) scheme
 Production-Linked Incentive (PLI) scheme for Advanced
Chemistry Cell (ACC) for the supplier side
  The recently launched PLI scheme for Auto and Automotive
Components for manufacturers of electric vehicles.

1.8 Understanding the EV markets:

The electric vehicle (EV) sector is dynamic and fast-paced, with a number of different initiatives
taking-off, and players starting to exert their influence. Developments in the space range from
policy and regulatory work streams, through to investment in EV charging infrastructure, and
network implications. Different market participants are also beginning to engage with EVs and
energy like never before, specifically automotive manufacturers and fleet operators who are
offering new propositions and opportunities.
The sliver of total vehicle sales compares with the surging stock market value for EV
manufacturers. Three of the biggest — Telsa, Rivian and Lucid — account for 83 percent
of the market value of all U.S. automakers, including stalwarts such as Ford and General
Motors. It’s worth noting that of those three, only Tesla actually has cars on the road.

Meanwhile, Norway is leading the EV revolution, at least in terms of market penetration, with
sales hitting 86 percent of new vehicle purchases last year. Norway, of course, is a far smaller car
market than the U.S., and its government offers more incentives for EV purchases, but the
disparity is striking.

Globally, EVs accounted for almost 9 percent of the car market last year, representing a tripling
of their market share in two years — and during a worldwide pandemic, no less, according to the
International Energy Agency. Much of that growth comes from China.
1.9 Understanding the EV marketing practices
i. Create the Best Possible Customer Experience
ii. Build a Strong Referral Program
iii. Don’t Rely on Paid Advertising
iv. Leverage Your CEO’s Social Media Influence
v. Be as Authentic (and Fun) as You Can
vi. Champion Your Mission and Vision in All Marketing Efforts
vii. Provide Top-Notch Customer Support Post Purchase
viii. Be Transparent
ix. Focus Your Efforts Online
x. Allow Self-Service Options
xi. Keep Your Audience in the Know
xii. Generate Brand Exposure Through Multiple Paths

1. Create the Best Possible Customer Experience

One of the biggest drivers of Tesla’s success is its focus on providing the best possible customer
experience. Ordinarily, when you go to a car dealership, you have to deal with a sleazy salesman
trying to earn as much commission as possible from your purchase. You haggle about the price,
take the car for a test drive, and talk some numbers – overall, it’s a time-consuming and not a
very pleasant experience.

2. Build a Strong Referral Program

People trust recommendations from friends and family more than they could ever trust ads of a
brand promoting itself. That is, word of mouth is one of the most effective forms of marketing .

3. Don’t Rely on Paid Advertising

Whether you’re scrolling through social media or cruising along the highway, ads are a nuisance
you can’t escape. Apart from people in the marketing and advertising industry, there may only be
a handful of people on the planet who actually enjoy ads.

4. Leverage Your CEO’s Social Media Influence

Usually, CEOs are somewhat hesitant when it comes to going all out on social media. And that’s
quite understandable – they have to be extremely cautious about what they’re posting as they’re
the face of the company, so to speak. One wrong post can seriously damage the brand’s
reputation, or even invite lawsuits.
CEOs who use social media just to share rather uninteresting corporate updates and latest
product information.
What’s the lesson here? Put a face to the name. You, or your CEO, can take a bit more personal
approach, and freely engage with the audience. It could work wonders for your branding and you
won’t be spending a dime on ads.

5.Be as Authentic as You Can

Continuing along the same lines of authenticity, EV company are blatantly themselves. They
add features like “fart noises” to their cars, while the CEO shares memes on Twitter. At the same
time, they have the most talented engineers building vehicles that help tackle the fossil fuel
crisis. They appear to be nonchalant and fun-loving while also being one of the most ambitious
brands on the planet.
They appear to be nonchalant and fun-loving while also being one of the most ambitious brands
on the planet.

6. Champion Your Mission and Vision in All Marketing Efforts

As such, any company or brand must have a strong vision statement. Not only does it help guide
the company in a forward direction during testing times, but when used strategically, it can
greatly support all marketing efforts.

7. Provide Top-Notch Customer Support Post Purchase

Customer experience doesn’t end once the purchase is complete. Customers regularly engage
with your product after the purchase, which affects their outlook of the company and its service.
The lesson here is that companies that consider post-purchase customer needs are the ones that
win big in the long run.

8. Be Transparent

Being completely honest and transparent with your customers is extremely important. If there’s
an issue that you’re working to fix, one that’s going to cause customer disappointment, it’s
crucial to be transparent about it instead of hiding it – and your customers would appreciate it –
and your customers would appreciate it.

9. Focus Your Efforts Online

The modern customer starts their buyer journey online. So, the internet provides potential
customers with their first impressions of the brand.
Furthermore, on their website, customers can comfortably get all the information in one place
and are empowered through a seamless digital experience. Rather than being pushed into a sale,
they are given information to make their own decisions.

10. Allow Self-Service Options

Modern customers are an impatient bunch. They don’t want to wait to get in touch with brands.
They want the ability to get instant answers to any doubts they may have.
11. Keep Your Audience aware

The lesson here is to maintain continuous and open two-way communication with your audience.
Also, responding to comments and complaints in a timely manner on social media is crucial to
building a loyal fan base.
12. Generate Brand Exposure Through Multiple Paths

Sometimes, standing out from your competition doesn’t have to just be about your business
offerings, but your involvement in other important things in the world.
Supporting a cause, raising funds to help someone in need, and being present at public events
also gets people to check your business out for reasons other than just the products or services
you offer. People will see you as a friend, not just a corporate trying to sell as much as you can.
CHAPTER = 2
LITERATURE REVIEW
2.1 Conceptual background
Governments around the world are implementing policies to promote electric vehicles to reduce
dependence on oil, decrease greenhouse gas emissions, and improve air quality. In the past few
years, annual global electric vehicle sales have been firmly on the upswing, from just hundreds
in 2010 to over 500,000 in 2015 and over 750,000 in 2016. The cumulative global market
reached the milestone of 1 million electric vehicles in September 2015, and from there quickly
grew to 2 million in January 2017. The early market growth for electric vehicles continues, but a
number of barriers prevent their more widespread uptake. These barriers include the additional
cost of the new technology, the relative convenience of the technology considering range and
charge times, and consumer understanding about the availability and viability of the technology.
This last point, typically referred to as “consumer awareness,” is crucial. The development of
electric vehicle markets is fundamentally tied to prospective consumers’ general awareness and
understanding of the potential benefits of electric vehicles. Governments at national and local
levels, automobile manufacturers and dealers, electric utilities, and other groups are engaged in
many activities to help overcome barriers to consumer awareness about electric vehicles.
These communication efforts include developing print and online information and tools,
organizing public events and workshops, increasing exposure to electric vehicles from fleet and
carsharing services, developing action plans for electric vehicle readiness, executing highly
visible technology demonstration projects, conducting social media marketing campaigns, and
more. These actions are essential because many prospective consumers generally lack strong
understanding of what electric vehicles are, what benefits they offer, the models that are
available, and the associated incentives.
This paper reviews global practices on electric vehicle consumer awareness activities in order to
explore actions that governments can take to foster growth of the market and understand how to
better implement such campaigns.

It summarizes practices in consumer education, awareness, and outreach regarding electric

vehicles. We examine literature that identifies and discusses the importance of consumer
awareness, catalogue the range of awareness and outreach activities in place in key electric
vehicle markets, identify exemplary actions in leading electric vehicle markets, and provide
additional discussion for several case studies. The information in this report comes from
governments’ and nongovernmental organizations’ websites, published research, reports and
surveys, online news articles and blogs, and websites for specific programs/ actions. Section II
reviews the literature that has focused on identifying and determining the importance of
consumer awareness.
Section III discusses exemplary actions in leading electric vehicle markets. Section IV offers
additional discussion of five case studies to provide further details on some of the more mature
consumer oriented electric vehicle campaigns. Background on electric vehicle consumer
awareness activities This reviews the research literature related to the importance of consumer
awareness activities in encouraging the adoption of electric vehicles. Based on the literature, we
identify specific actions implemented around the world to promote consumer awareness and
understanding. Finally, this section provides an initial catalogue of the various outreach activities
that are in place in leading electric vehicle markets.
2.2 Importance of consumer awareness

Several studies have found that there is a general lack of knowledge and awareness about electric
vehicles Consumers who have exposure to electric vehicles are more likely to value them more
highly and consider them as a choice for future purchases. However, only 21% of the
respondents said they know a “fair amount” about electric vehicles, and far fewer reported
knowing a “great deal” about them. Overall, these studies show that general consumer awareness
of electric vehicles is relatively low, and this includes lack of familiarity with the new
technology, lack of knowledge of available incentives and models, and misperception about the
potential savings from lower fuel and maintenance costs. In general, consumers with greater
knowledge or experience are more likely to value electric vehicles higher, consider electric
vehicles as a future purchase option, and be willing to pay a premium for the technology.

2.3 Categorization of consumer outreach and Awareness Activities

A wide variety of activities are in practice that help to reduce consumer barriers related to
understanding and awareness of electric vehicles Governments at national and local levels, as
well as other stakeholder groups, have carried out a suite of consumer outreach actions. Electric
vehicle outreach activities include initiatives by nonprofit groups, city and state government
agencies, automakers, and charge provider companies that organize public private partnerships
and ride-and-drive events. The focus of other outreach and awareness activities tends to differ
across markets as a result of local context and priorities for each activity. For example, Empire
Clean Cities of New York developed a targeted outreach campaign for local commercial vehicle.
Distinct elements of electric vehicle awareness PUBLIC EVENTS Regularly occurring public
events such as ride-and-drives and electric vehicle showcases are effective ways to draw media
attention and allow consumers to experience electric vehicles. In fact, one survey suggests that
first-hand experience shared by electric vehicle experts is one of the most influential sources of
information

EXPOSURE TO ELECTRIC VEHICLES FROM FLEETS

Incorporation of electric vehicles into fleets both directly increases their use and provides
prospective owners with increased exposure to the vehicles Many companies in the markets
discussed above are devoted to electrifying their fleets, either with or without the support of
government incentives. Few regions in this study have seen major efforts to promote electric
vehicles in tourism.
2.4 Consumer awareness campaigns
Electric vehicles are an emerging technology that has not reached beyond the “innovator” and
“early adopter” consumer categories in most markets. The marketing of a new and different
technology presents challenges, and the right messaging can be enormously helpful in increasing
public acceptance. The campaigns included here are dedicated efforts that aim to raise consumer
awareness of electric vehicles.

YOUTH EDUCATION AND PROFESSIONAL DEVELOPMENT

Many regions have support for formal youth education and professional development in their
campaign, and some universities/colleges offer dedicated degrees/certificates in electric vehicle
technology

AWARDS AND RECOGNITIONS

Governments and organizations present various types of awards in recognition of individuals,

organizations, or businesses that play an important role in advancing electric mobility. These
range from general awards for environmental leadership to awards specific to electric mobility.

2.5 Auto dealer awareness activities.

Dealer actions with relation to electric vehicles continue to receive more attention due to their
importance in marketing and at the ultimate point of sale. The development of the market could
gain from programs that educate, engage, and motivate dealerships and their salespeople to
support electric vehicle sales. Strategies for governments include developing relationships with
dealer associations, holding workshops and training sessions with dealers, and offering awards
and recognition. Dealers are in the unique position of interfacing with customers, so dealer
actions can be critical in informing consumers about electric vehicles.

CONSISTENT SIGNAGE AND LABELING

Programs that establish consistent signage and labeling for electric vehicle infrastructure can
help increase awareness and convenience, and is important to safety. Consistent signage is
needed for both directional signs, which are used to guide drivers to charging stations, and
regulatory signs, which convey restrictions related to charging and associated parking, such as
time or access limits. Several governments have been especially active in this area. Although
such developments are underway, formal harmonization of electric vehicle signage.
2.6 Tourism
Tourism-based outreach efforts can also play a role in increasing awareness and use of electric
vehicles. As mentioned above, there are several examples where electric vehicles are being
integrated within rental car and car sharing fleets that target resort destinations. In addition,
electric vehicle promotion events at resort destinations help connect the new technology with
enjoyable driving experiences.

Background study of EV in India

Introduction The over-a-century-old automobile industry is gearing up for transformation. The

fossil fuel price spike and the impact of its emission on the environment have called for a change
in individual transportation habits. The sector, propelled by internal combustion engines, is
gravitating gradually towards electric vehicles (EVs). Electric motors propel the EVs and the
rechargeable battery or other portable energy storage device maintains power supply. These
vehicles are energy efficient, generating less greenhouse gas (GHG) emissions and reduced
noise.

The different categories of EVs are as follows: • HEV: Hybrid electric vehicles (HEVs) are
powered by fuel and electricity and have an engine and an electric motor. Electricity generated
by the braking system charges the battery.

• PHEV: Plug-in hybrid electric vehicles (PHEVs) are like HEV except that they have a small
engine and larger batteries. The batteries recharging is either by the braking system or by
plugging into an external electric charging point. • BEV: They have no engine and they use
electric motors for propulsion with batteries as the energy storage device.
They depend on external power points for charging the battery. These vehicles are also known
as plug-in vehicles, EVs or the battery electric vehicles (BEVs). The transportation sector
contributes about a quarter of GHG emissions. Automobiles are the primary source of GHG
emission world over with China emitting 25.9 per cent, the USA 13.87 per cent followed by
India 7.45 per cent. The Eighth Clean Energy Ministerial in 2016, in its campaign, adopted the
slogan ‘The EV30@30’. The member countries reaffirmed their commitment to EV adoption.
The aim was to attain a total market share of 30 per cent for EVs, with 10 per cent market share
for the respective categories, namely passenger cars, light commercial vehicles, buses and trucks
by 2030. India’s commitment to containing pollution and reducing carbon footprint is also
increasing. The country prepares to shift towards EVs by 2030.
The government desires the car manufacturers to migrate to EV production, which will curtail
the oil bill by US$60 billion, cut emissions by 37 per cent and reduce the dependence on the
imports of fuel, thus acting as a shield from vulnerability against crude prices and currency
fluctuations. The government is examining the battery swapping option model to overcome the
challenges in EV adoption. The swapping model was introduced in Israel and China met with
partial success.
The challenges are the battery size and power. These may vary according to
manufacturer/models (e.g., Maruti Alto and Honda City). This complicated situation under this
model demands a similar vehicle design to accommodate the same battery, which is difficult to
achieve. Another alternative could be battery leasing that could reduce the ownership cost.
However, the easy availability of charging points across different places in a city remains a
significant challenge yet unresolved.
The shift towards EVs in India is imperative in the near future, though not imminent. Several
cities are victims of unplanned urbanization and high pollution. They suffer unqualified
degradation, with vehicular emission as the primary source.

There are many studies done globally to understand consumer adoption of EVs. Factors studied
are the cost of the EV, driving distance per charge, time to recharge the battery, availability of
charging points and battery cost. Range anxiety and incentives offered—both financial and non-
financial—are the other attributes researched in previous studies.

Technology refers to the technical characteristics of a vehicle. Previous studies indicate range
anxiety, that is, the short distance travelled per full charge of the battery, as the major hurdle to
the adoption of EVs. Infrastructure attributes focus on the available charging infrastructure.
Research reports the positive influence of this factor. Adequate charging facilities will save time
and search cost, hence, address the consumers’ range anxiety.
The higher price of EVs could restrain EV adoption. Some policies related to financial attributes
like tax reduction or rebate are strongly supported by evidence while non-financial incentives
like free parking and toll reduction do not have enough supporting evidence. Other barriers for
adoption of EVs found were the non-availability of EVs and lack of EV models. Literature
shows that the lack of knowledge and unqualified car dealership may discourage EV adoption.
North American and European countries account for most of the research. The effect of
individual-specific variables on EV adoption requires further research. Studies have shown that
psychological factors have a proven and stable effect.
Studies in India are few, and the focus of this article is on an electric car, which is nothing but a
subset of the EV. EVs have shallow adoption in India, and most people lack the experience of
handling EVs. Although the initial price to buy an EV may be higher; the cost of running and
maintenance is relatively low.
This is in comparison to the internal combustion engine propelled vehicles that have a higher
running cost. Perceived economic benefit (PEB) impact on adoption is one of the variables. As
there is a growing awareness of EC, this variable is also postulated to be influencing the adoption
of EVs. Self-image (IM) and social influence (SoC.In) can influence high involvement products’
adoption.
2.7 Factors that affect consumer preference to EV
Perception of Economic Benefits The high cost of EVs is a deterrent in adoption as compared
with a similar conventional vehicle. Studies suggest that the incentives offered support the
acceptance of an EV. Lower running and maintenance costs encourage BEV adoption asserted.
Low energy con-Sumption and power tariff result in lower running cost. The total cost of
ownership hence is lower and compensates for the premium cost of an EV. Consumers with long
driving ranges stand to gain more than small daily run consumers Environmental Concern
Environmental concern is defined as an individual’s awareness of environmental problems and
their willingness to address these problems. Studies report that environmental benefits do
influence consumer adoption intentions.
Social Influence As a concept, it covers peer pressure, subjective norms, Neighbors and cultural
influence. Individuals seek family members’ and friends’ approval of their actions. Families’,
relatives’ or friend’s opinions influence the consumer’s decisions, and consumers seek social
approval using products acceptable to people whose opinions matter Self-image IM captures the
consumer feeling towards the product, which may be his current or the anticipated perception of
himself. Consumer's IM and product image consistency exhibit a positive ATT towards the
product and this image congruence may lead to consumer’s adoption. IM is an independent
predictor of consumer behavior. Other factors may enhance or shape consumer’s view of
themselves Such individuals are inclined to buy an EV, meaning that EV symbolizes high social
status. Behavioral Intention Behavioral intention is the measure, or intensity, of an individual’s
intention to perform a specific behavior Psychological factors shape individual intentions
towards the adoption of cleaner vehicles studies revealed this. These factors cover EC, specific
beliefs, social and personal norms and shape intentions towards the adoption of cleaner cars. The
ownership evaluation and use of an EV influence the adoption.
2.8 Opportunities and challenges of EV in India
Introduction The use of non-renewable and polluting sources for the production of energy has
taken environmental pollution to a whole new level. The increasing global warming has an
impending need on us to stop the use of non-renewable resources and reduce carbon emissions.
Since the industrial age, the atmospheric carbon content is rising. Carbon emissions from
vehicles amount for a typical passenger vehicle is 4.7 metric tons per year. The largest human
source of carbon emission is from combustion of fossil fuels. The development of electrical
engine in vehicles has created a replacement for the internal combustion engines paving way for
the Electric Vehicles (EV). EVs have been adopted by many countries since it development
creating a positive impact on the environment. We are now going to see the opportunities and
challenges impending over implementing electric vehicles in India Advantages of using Electric
Vehicles.
A Cheaper to operate EVs are cheaper to operate since they have high efficiencies and fuel
economies thereby reduce cost for the owner. The electricity to charge an EV is about one third
as much per kilometer to purchase fuel for vehicle. B. Cheaper to maintain BEVs have less
moving parts than those had by conventional combustion engine vehicles. There is less servicing
and no expensive systems such as fuel injection and exhaust systems, which are not needed in an
EV. PHEVs have petrol engine and need servicing hence costing more than BEVs but they also
have an electric propulsion system, which requires less moving parts leading to less depletion of
petrol engine parts. C. Environment Friendly EVs are less polluting, as they have zero exhaust
emissions . If you opt to use renewable energy to charge your EV, you can reduce green house
gas emissions even more.

Some EVs are made of eco-friendly materials such as the Ford Focus Electric, which is made of
recycled and bio based materials and the Nissan Leaf, which is partly made of recycled plastic
bottles, old car parts and second hand appliances. D. Health Benefits The reduced harmful
emissions will lead to better air quality, which is good for our health. EVs are also produce much
less noise compared to petrol/diesel-based vehicles. E. Safer EVs have a low center of gravity
thereby making them less likely to capsize. They also have low risk of fires and explosions.
Their body construction gives them more durability hence making them safer during collisions.
India’s Progress with Implementation of Electric Vehicles
The Government of India has embarked on a mission to create revolution in renewable energy in
the country by planning a movement involving transformation to Electric Vehicles by 2030. It is
expected to cut its oil purchases by some $60 billion, reducing emissions by 37% and curb
demand for road infrastructure within the next 12 years. India currently has around 1.3 billion
people with around 21 million vehicles sold annually.
OPPORTUNITIES

• India is obligated to bring down its share of global emissions by 2030 as a signatory to the Paris
Climate Agreement.
• The Government plans to setup lithium-ion battery making facility under supervision of Bharat
Heavy Electricals Limited (BHEL).
• The Goods and Services Tax (GST) Council has set a tax rate of 12% compared to 28% set for
petroleum based vehicles Battery
• Presently, around 22,000 EV units are being sold, among which around 2000 of them are 4
wheeler vehicles.
• Battery prices have declined from $600 in 2012 to $250 in 2017 and are expected to fall to
$100 by 2024 making it cheaper than capital cost of petrol vehicle. Industrial .

Taxi aggregator OLA has launched OLA Electric project aiming to build an electric mobility
ecosystem including charging infrastructure and vehicle fleets such as electric cabs, e-rickshaws
and much more Suzuki has announced its plan to setup a $600 million lithium ion battery
facility
• Mahindra has announced investment of around 60 million rupees to develop its EV division
expecting to launch electric variants of its vehicles Environmental
• Most metropolitan cities are experiencing high Air Pollution rates, with vehicular emissions
being one of the major pollutants.
• India’s capital city Delhi has started experiencing smog through the city due to large amounts
of air pollution
• The use of recycled and old car parts in EVs makes it even more eco friendly
• Increase in awareness of Climate Change promotes the production and sales of EVs.
Challenges Cost of EVs • The cost of EVs should be reasonable and the EVs produced should
hold proper value for money. B. Efficiency of EVs in India
• The EVs in India on an average provide around 120 km on a full charge in turn making them
unsuitable for long drive
• EVs in India lack speed, which may turn off buyers. The top two India made EVs have speed
of 85 km/hr. C. Demand for EVs
• Increase in demand will help in achieving vision 2030. • Increase in demand of EVs will lead to
increase in requirement for energy and raw materials to for the battery Vehicle Quality
• Good vehicle quality will lure more customers.
• Better quality vehicles ensure trust among customers. E. Batteries
• The batteries used by electrics are cars made up of nickel, aluminum, cobalt, graphite and
lithium, which are all rare earth materials.
• The availability of these materials is scarce and the amount of these materials available may not
be able to produce enough batteries to power the expected amount of electric vehicles to be
produced.
• The increasing demand for lithium around the globe given its scarcity on the

Earth’s surface will make it challenging to meet India’s EV requirement Electricity Generation.
There must be enough electricity generation capacity to meet the increasing demands for
charging infrastructure and local consumer utilization.
• There is presently shortage of electricity in many parts of India and a major part of energy
generation of the country is still dependent on fossil fuels [30]. G. Anti – EV Elements
• Anti – EV activists, supposedly fringe elements hired by oil companies or fossil fuel dealers try
to thwart growth of EVs. Amsterdam recently witnessed an Anti – EV vandalism case involving
damaging of 2 TESLAs. H. Global Energy Demand
• Any decrease in demand for oil by India and China will have wide geopolitical ramifications as
the two countries together account for half of 1% growth in global energy demand in 2016. I.
Land Availability
• Availability of land to setup charging stations in urban areas where land scarcity is present is a
difficult task.
2.9 Indian Governmental policies
Union Road Transport Minister Nitin Gadkari stated today that, he believes; "India will be a
manufacturing hub for electric vehicles within the next five years, adding that several countries
do not want to deal with China after the COVID-19 crisis, which can be an opportunity for
India."

The minister asked Indian automotive companies to boost their electric vehicle technology and
also to focus on finding alternatives to lithium-ion battery tech to help make India the next global
manufacturing hub for electric vehicles. National Electric Mobility Mission Plan, 2020 The
National Electric Mobility Mission Plan, 2020 was launched by the Government of India in year
2012 with the aim of improving the national fuel security through the promotion of hybrid and
electric vehicles.

Auto industry contributes 22% to the manufacturing GDP. From the help of new Manufacturing
Policy, contribution of manufacturing in overall economy will increase to 25% by year 2022.
The National Electric Mobility Mission Plan targets 30% of EV penetration in India by 2030.
Faster Adoption and Manufacturing of Hybrid and Electric vehicles (FAME) The Government
started Faster Adoption and Manufacturing of Hybrid and Electric vehicles (FAME) scheme
which provides incentives for purchasing electric vehicles.

Phase I of the scheme lasted from 2015 to 2019, while Phase II began in 2019 and is planned to
be completed in 2022 Go Electric campaign The government launched the Go Electric campaign
in the start of 2021 to encourage the adoption of electric mobility vehicles and electric cooking
appliances and to ensure energy security in the country.

Battery swapping policy for EV charging stations to be framed. With respect to announcements
related to electric vehicles, Finance Minister Nirmala Sitharaman in her Budget 2022 speech that
the govt will come out with a battery-swapping policy which will develop special mobility zones
for EVs.
2.10 Swot Analysis
STRENGTHS

• Eco friendly
• Silent
• Low cost of ownership
• Cheaper to run

OPPURTUNITIES

• Government subsidies
• Lower taxes
• Increasing fossil fuel costs

THREATS

• Competition from other technologies

• Rise in cost of electricity

WEAKNESS

• Needs time to recharge

• Batteries charge is expensive
• Lack of charging infrastructure.
2.11 PESTLE Analysis
POLITICAL

• Tax Laws
• Fiscal policy
• Labor law

ECONOMIC

• Disposable income
• Inflation rate

SOCIAL

• Lifestyle Buying Behavior

TECHNOLOGICAL

• Tech awareness
• Tech availability

ENVIRONMENTAL

• Carbon neutral
• Government initiatives

LEGAL

• Employment standards
• Consumer protection 2022
2.12 Union Budget and EV in INDIA
Reacting to measures announced for the electric vehicle ecosystem in the country in the Union
Budget 2022 rolled out today, the EV industry in India has welcomed the battery swapping
policy which is aimed at faster adoption of EVs. In her budget speech, the Finance Minister
stated that the government will roll out a new EV policy on battery swapping with
interoperability standards. This move is expected to help in management of space for expansion
of EV charging infrastructure. There were, however, also echo of disappointment in terms of the
absence of extension of the FAME scheme and how it can support the expansion of the charging
network in India. We welcome the measures announced by the honorable Finance Minister,
today.

The budget for 2022–23 gives a huge impetus to the electric vehicle (EV) industry. Introducing
the battery swapping policy and recognizing battery or energy as a service will help to develop
EV infrastructure and increase the use of EVs in public transportation.
It would motivate businesses engaged in delivery and car aggregation businesses to incorporate
EVs into their fleet. It will create new avenues for companies to venture into the business of
battery swapping. Additionally, creating special clean zones will further accelerate the adoption
of EVs and spread awareness amongst the citizens.
The move will benefit the whole segment, i.e. E2W, E3W, E-cars, and buses. This move will
open up avenues for further growth and development of the EV and energy sector in the country.
Hero Electric has always been a strong advocate of standardization of EV battery packs to
accelerate EV adoption. Interoperability standards will help address range anxiety issues and
battery swapping stations will be an asset to the evolving EV ecosystem across the country.
Overall, we believe that we are steering forward in our commitment to create an emission free
country.
The introduction of battery swapping policy and interoperability standards will go a long way in
building the use cases.
The fact that the government will also formulate interoperability standards to improve the
efficiency of EV business is a good indication and will support the growth of the infrastructure.
CHAPTER = 3

3.1 Introduction to ETO Electric Mobility

Eto Motors was founded in 2018 by Indian entrepreneurs who are committed to the cause of
clean mobility in India .ETO is India’s leading Electric Mobility as a Service (eMaas) and
Energy as a Service (EaaS) company focusing on providing environmentally friendly solutions.
ETO Electric Mobility is a full-fledged electric mobility solutions & services company that
provides clean and safe public transportation for first mile, last mile and intra city commuters.
ETO has a presence in Hyderabad, Delhi, Visakhapatnam, Vijayawada, and Nagpur and will
soon launch its operations in Chennai, Kolkata, and other cities. It now operates five charging
stations in Hyderabad.
The current cost of running an electric vehicle is about Re 1 per km. Even though the charging
stations now use grid power, the net emissions are significantly lower compared to vehicles that
run on fossil fuels.
ETO Motors, which manufactures electric three-wheelers under the brand Bulke Plus and
passenger vehicles under the brand Trilux

1. BULKE PLUS 2 .TRILUX

 ETO vehicles are fully grounds-up built EVs, keeping in mind safety, comfort, aesthetics,
environment and Indian urban transport conditions. They are a built on a patented unique design
and can travel at speeds of up to 45 KMPH and climb gradients of 30 degrees. They offer
luxurious space and comfort to passengers and are fitted with multiple safety devices including
seatbelts, sturdy rear bumper, bucket seat for the driver and high back rest for passengers.

3.2 Manufacturing Plant

Fabless Manufacturing with dedicated & distributed micro-assembly units in 4 corners of the
country with a centralised purchasing of key components:
 Ensures Scalability
 Reduction of cost
 Improves Service Quality
1. The manufacturing facility is spread over area of 15,500 sq. m and has state-of-
the-art assembly line for manufacturing electric three-wheelers (passenger & cargo
2. It has in-house product development & quality testing facility

3.3 ETO Advantages

  Grounds up build EV
Robust product design and not retro fitted with focus on Indian conditions
 Battery Technology
Battery constitutes almost 50% of EV cost. Strategic partnership with market leader in
EV battery provides critical cost advantage to ETO
 Own Fleet co. for deployment & services
Scalable profitable Fleet co model
 In-house EV infra and energy capability
Own charging Infra for deployed vehicles
 Key Strategic Partnerships
Tie-ups with Government agencies like Hyderabad Metro, Noida Metro, Delhi Metro,
Nagpur Metro, South Central Railway and large E-commerce companies for deployment
of vehicles and charging infra
 Solid Track Record & Cross-Group Synergies Synergize existing e-Bus, EV
OEM business

 EMPLOYEMENT AT KETO: It employs about 400 people at the current

factory in addition to the drivers who use the company-made vehicles. It has now
launched ‘Own Your ETO Scheme’ to promote entrepreneurship. Under this, it
allows anyone who runs the vehicle for 36 months with the company to own it free of
cost.
3.4 SUPPORTING WOMEN EMPLOYMENT

In a move to empower women, we've launched 'Mai Eto Bhi Chalaungi Aur Ghar Bhi' initiative
to help women earn. They can take Etos on rent for 36 months, earn and then get the opportunity
to buy it at end of 3 years
ETO Motors Pvt Ltd, in coordination with Trinity Group, has launched ‘Own your ETO’ scheme
to support woman drivers in the city. Under this scheme, women with a license can drive the
ETO Motors’ electric three-wheelers from metro stations to passengers’ destinations.
Through this unique scheme, women can earn up to Rs 15,000 every month. The main objective
of this scheme is to help poor women become self-sufficient by providing them EV three-
wheelers and required charging infrastructure.
That’s not all, women drivers who ride the EV three-wheelers for three years can purchase the
vehicle by paying Rs 50,000 against the actual cost of Rs 3 lakh to the ETO Motors, a full-
fledged electric mobility solutions and services company that provides clean and safe public
transportation for first mile, last mile and intra city commuters.
3.5 EV Charger by ETO

Thunder box is our answer to the problem. It’s a quick, easy-to-install AC charger designed for
logistics hubs, last-mile connectivity spaces, malls & more. As a smart charging point, the
Thunder Box works on App-Enabled charging, allowing users to track charging progress &
duration remotely, find charging points and ensures their vehicle is secure while it charges.
It is designed to fit on a single wall or post and can be installed in malls, shopping complexes,
parking areas, at Kirana stores, residential projects & more at low-cost. The Thunder Box is also
IP67 weatherproof and can also function as an additional source of income for charging point
owners.
The ETO Thunderbox India’s most economical BIS compliant public charger ETO Thunderbox
is a smart switch which can be installed anywhere with existing or minimal infrastructure. It
address the driver’s range anxiety for both 2w & 3w.It’s a low-cost charging device which can
be easily installed in gated communities, shopping malls, restaurants, IT Parks & Kirana stores.
ECO SYSTEM CHART OF ETO :
3.6 Complete Eco System within the Group

 CHARGING INFRA: At KETO they have Own charging Infra for deployed
vehicles
 Manufacturing: Manufacturing Plant
Fabless Manufacturing with dedicated & distributed micro-assembly units in 4
corners of the country with a centralised purchasing of key components Ensures
Scalability, Reduction of cost, Improves Service Quality

 Service Network eto vehicles are fully grounds-up built EVs, keeping in mind safety,
comfort, aesthetics, environment and Indian urban transport conditions. They are a
built on a patented unique design and can travel at speeds of up to 45 KMPH and
climb gradients of 30 degrees

 Batteries
Battery constitutes almost 50% of EV cost. Strategic partnership with market leader
in EV battery provides critical cost advantage to ETO

 Fleet management
Keto has two vehicles in its current fleet that is

1.Trilux : India’s first IoT enabled 3W passenger vehicle

2.Trilux : India’s first IoT enabled 3W cargo vehicle

Technology & Telematics
 3.6.1 ETO FLEET PORTFOLIO
1. Trilux : India’s first IoT enabled 3W passenger vehicle

TriLux is go-to vehicle for last-mile passenger transport. Compact & powerful, it is designed to
provide a quick & comfortable ride within urban environments. With its powerful motor, bucket
seats and seatbelts, it is a secure, luxurious mode of transport compared to other vehicles in a
similar class. With a powerful 9.4 kWh Lithium Ion Battery and a 5 kW motor, it is capable of
traveling up to 148 km* on a single charge.
TriLux is an ICAT* Certified Vehicle and is equipped with smart IoT-based technology to track
charging, vehicle status, location & more. Additionally, the extra-long wheelbase, larger tyre and
state-of-the-art braking system make it ideal for urban environments.
Features
Large Operating Range
TriLux boasts the highest operating range in the transport segment of 148 km* on a single
charge, thanks to its advanced Lithium-Ion battery.
Powerful Motor
TriLux comes with a powerful 6.4 kWh AC induction motor for superior performance.
Gradeablity
TriLux has a high gradeability of 7 Degrees, making it easy to climb steep slopes without
trouble
Extra-Long Wheelbase
TriLux features a 2350mm wheelbase – the longest in the segment – for extra stability.
Safety & Luxury
TriLux comes standard with side door for passengers and a rear bumper to protect from crashes,
making it the safest luxury electric passenger vehicle on the road. All TriLux vehicles are
rigorously inspected by our quality control & quality assurance teams.
Operating cities
Hyderabad, Bangalore, Nagpur, Kevadia
BULKE PLUS India’s first IoT enabled 3W cargo vehicle

Bulke Plus is the ETO Motors solution for strong last-mile logistics. Built to perform and carry
larger loads, it reduces turnaround time while performing the duties it’s designed for. Armed
with a powerful 9.4 kWh Lithium-Ion Battery and a strong electric motor, the Bulke Plus
provides an unmatched 148 km* range on a single charge.

Its 6 foot long cargo box is capable of carrying

550 kg at a time, providing ample space for day-to-day delivery without needing multiple trips,
an ideal time and money-saver for logistics companies.
Bulke Plus is ICAT* Certified and is equipped with smart technology designed to remotely
monitor & track the vehicle and its usage. Its large wheelbase and state-of-the-art braking &
suspension make it the ideal urban logistics partner.
Features
Large Operating Range
Bulke Plus features the highest operating range in the logistics segment at a certified 148 km*
(Practical Operating Range - 120 km) when compared to our competitors, operating at a 60-70
km range.
Superior Battery Life
The Bulke Plus Advanced Lithium-Ion battery guarantees an operating lifetime of 80,000
kilometers with a standard 3-year warranty. Compared to the industry standard of 7 kWh, our
battery has a 9.4 kWh capacity, maximizing performance
Payload
The Bulke Plus has a robust 550+ kg carrying capacity, an unparalleled amount compared to
other similar vehicles, making it a very cost-effective transport solution.
Improved Stability
Bulke Plus is highly stable compared to other similar vehicles, thanks to its longer than normal
wheelbase of 2.7 meters.
Safety First
The Bulke Plus is designed to keep drivers as safe as possible. Safety features like bucket seats,
seatbelts and a reverse alarm are included by default
 3.7 Competition Analysis

1. Key E-3W Players

Company Products/ Service offered Description
 Largest
seller of e -
autos
 Supplied
to various
city
municipal
corporations
for waste
collection
 Partnere
3W – E-autos, Goods d w ith Sm
Carrier, & golf carts art-E to
launch
10,000 e
autos
3W – Goods Carrier  Provides
an
innovative
battery
swapping
solution
 Looking
at raising
USD 5 Mn in
series A
funding
 Plans to
build
charging
infrastructur
e and create
a dealership
network
3W – E-autos  Launche
d Mahindra
 Treo for
passengers;
can charge
130 km in ~4
hrs
 Plant
capacity of
producing
1,000 electric
three-
wheelers a
month
 Plans to
deploy
10,000
electric
three-
wheelers
across the
country by
2020
3W – E-rickshaws, E- autos. Goods carrier  Plans to
invest up to
Rs 100 cr. to
set up new
manufacturi
ng plant by
2021
 Its 3W
product
segment
includes
Humsafar
DLX (driver
+5
ppassenger)
and the
Humsafar
2000 (cargo)
 Working
on
development
of electric
3W
 Launche
Aggregator of 3Ws : E- rickshaw mobility d e-rickshaw
solution which runs on unique planned routes service in
Gurgaon in
partnership
with Delhi
Metro
 Partnere
d with Sun
Mobility to
set up
battery
swapping
stations
 Partnere
d with
Mahindra
Electric with
plans to
deploy
10,000
electric
three-wheelers across
the country by 2020
E-mobility Services provider of 3W e-autos to fleet  JV with
owners aggregators& Operators. KYTO green
Technologies
Hong Kong
to
manufacture
KYTO in
India &
Goenka
Electric
Motor 3W in
India
 Strategic
partnership
with Metro
corp. of
Hyderabad,
Noida &
Delhi to
deploy e-
3W & with
Axiom EV
Products to
provide 3W
 after sales
support
 Exclusive
partnership
with Trinity
Cleantech
for Charging
Infra &
Smart
vehicle
solutions

3.8 Competitive Mapping

3.9 INDIAN 3W MARKET OVERVIEW
ETO Fleet Operations - Launched By Shri Durga Shanker Mishra IAS, Secretary,
Ministry of Housing and Urban Affairs , Government of India
3.10 MOTIVE OF ETO
VISION
To be the largest 3W electric mobility company in India that will develop & deploy a range of
clean mobility services that are sustainable
MISSION
To provide fully electric 3-wheeler transportation for 100 key cities in India.

3.11 Future prospectus and goals

1. To increase the product offering

2. To aim for expansion
3. Launch products into other cities
 4. To develop better and efficient EV technology
5. To provide better service

3.12 POPULATION OF THE STUDY

Target audiences
Cargo Vehicles: we target E-commerce companies, FMCG companies, 3PL companies etc.
Passenger Vehicles: Metro rail for last mile connectivity, corporates for employee transportation,
intercity travel

PRIMARY DATA
Data for the project was taken from primary sources of the company
CHAPTER = 4

DATA ANALYSIS AND INTERPRETATION

4.1 RESEARCH DESIGN

1) Descriptive Research. Descriptive research design has been used. It is evidence based research
design where quantifiable information is gathered and used for statistical inference(SI) on target
population through data analysis.

2) Exploratory Research. Exploratory Research is concerned with finding general way of the
issue and the factors that are identified with research study.

4.2 TYPES AND SOURCES OF DATA

For this research study two types of research source are collected and those are:

4.2.1 Primary Data

4.2.2 Secondary Data

These are the indigenous sources which are straightforwardly gathered by the specialist himself
and these information are not accessible in any or the other shape from any of the scientist. The
information is gathered through the structure poll in this examination.
Primary data: This are the indigenous sources which are directly collected by researcher himself
and these data are not found in any other researches. The data is collected through the structure
questionnaire in this study.

Secondary Data: Secondary data is the data which is readily get on public source like articles,
reports, and websites and company magazines. In this study company website, report and articles
are used as secondary sources.

SAMPLING.

Sampling Design: Simple Random Sampling

Sampling Frame: General Public

Sample Size: 50

MEASUREMENT TECHNIQUES USED

QUESTIONNAIRE: It demonstrates the most broadly perceived kind of estimation of

information. To such a degree, as much its capacity is estimation. The Poll configuration
included Open-finished inquiries, Various Decision inquiries, and

Dichotomous questions.

Multiple Choice Questions: Various choices are immediately trailed by a summary of

possible from which the respondents must pick one option.

Dichotomous Question: Dichotomous Questions addresses an absurd sort of the various

choice address, allow only two responses, for instance "Yes or No".
Rating Scales: The utilization of assessment requires a measure to put the attributes of network
of the question being assessed in a specific point along the chain of the required classifications
numerically. Review protest containing the property.

GRAPHS: In this report we have used pie charts and bar graphs for the display and analysis of
the data collected from the questionnaire sent.

4.3 Limitations
The sample size being 50 only the result obtained cannot be generalized.
The data may not be true, because of personal bias.
Managers were centric in their work program and have provided adequate amount of
information.

4.4 The graph shows the no of respondents who are ready to shift to
renewable sources of energy.
GRAPH
TABLE

RESPONSES NO OF RESPONDENTS
YES 33
NO 17

INTERPRETATION

According to the respondents, almost 60% of them are ready to switch to renewable sources of
energy. This also means that the general public are realizing the need to abstain from using non-
renewable sources of energy.

4.5 The table shows the share of transport in public

TABLE

PERSONAL 58%
PUBLIC 34%
SHARED 8%

INTERPRETATION

4.6 The graph shows the periodic sales of ETO products.

GRAPH

TABLE

3W DOMESTIC SALES DOMESTIC SALES (UNITS)

FY 15 532226
FY 16 538208
FY 17 511879
FY 18 635698
FY 19 701011

INTERPRETATION

4.7 The graph shows the sale-segregation of product line of ETO

GRAPH
TABLE

YEAR FY20 FY21 FY22 FY23 FY24 FY25

3 -Seater 2000 6800 14000 26000 39200 51720

5- Seater -- 1200 3000 6000 9300 12930

Cargo -- 4000 10000 20000 31000 43100

Total 2000 12000 27000 52000 79500 107750

INTERPRETATION

According to the table and the graph the sales of 3-seater, 4-seater, 5-seater and cargo vehicles
have gone up consistently over the years. This also shows the predictions of upcoming years if
the same trend is followed. It shows healthy growth of the company.

4.8 This graph shows the division and the market share of ETO
competitors
GRAPH

INTERPRETATION

According to the above pie chart Bajaj Auto is the leading company with the largest market share
followed by Piaggio Vehicles and Mahindra to list out the top three. These are currently the
direct competitors of ETO and we are sure that ETO will gain market share in the financial years
to come.

4.9 This graph shows the ownership information of ETO products

GRAPH
INTERPRETATION

According to the given pie-chart the drivers who avail the services of ETO are largely
individuals owners or unorganized fleet owners and organized fleet owners.

4.10 This graph shows the type of 3-Wheeler running on Indian

roads currently
INTERPRETATION

According to the given bar-diagram the 3-wheeler auto-rickshaw that run on conventional fuels
run more on road than the Electric rickshaws.

ANALYSIS
This graphic shows the segregation of rickshaws and their technology used to run them on Indian
roads.

4.11 This graph shows the city-wise sales of ETO products

GRAPH
TABLE

CITY SALES NEW SALES

MUMBAI 2,07,600 46,500
DELHI 1,13,074 7,675

BENGALURU 1,18,196 --
HYDERABAD 1,29,989 --
CHENNAI 89,500 8,100

INTERPRETATION

According to the bar-graph, it shows the sales reports of various states and their cities. Mumbai
city leads the list with the highest market for Eto products and therefore has the highest sales.
Chennai city bottoms the list with lowest sales.

4.12 This graph shows the extent of marketing strategies used by

Eto.
GRAPH
TABLE

MARKETING STRATEGIES PERCENTAGES%

BATTERY TECHNOLOGY 30
OWN FLEET 10
IN HOUSE INFRA 10
KEY STRATEGIC PARTNERSHIP 10
SOLID TRACK RECORD 20
PRODUCTT DESIGN 20

INTERPRETATION

This graph shows the mix and the extent of use of their marketing strategies. Eto focuses on
developing efficient technology with improving battery power and have many strategic
partnerships that leads to collective innovation.

4.13 This graph shows the Eto ecosystem

GRAPH
TABLE

TYPE ECOSYSTEM
CHARGING INFRA 30
SERVICE NETWORK 10

BATTERIES 20
MANFACTURING 10
FLEET MANAGEMENT 10
TECHNOLOGY 20

INTERPRETATION

This graph shows the ecosystem of ETO and its variables and its extent of the use of these
services to gain market share.
CHAPTER = 5

FINDINGS,CONCLUSIONS AND SUGGESTIONS

5.1 FINDINGS
In light of the study led in the association examination and translation of the data picked up
related to the appraisal following discoveries are recorded.

1. Majority of the population is ready to be switching to renewable sources of

energy and their applications.

2. Majority of the populations prefer personal mode of transportation .

3. Our company ETO recorded the highest sales in the financial year 2019 with
701011 units sold .

4. Majority of the population who are availing ETO services are largely individual
owners .

5. Majority of the sales were recorded in the city of Mumbai.

5.2 Suggestions
1. The company can use its marketing strategies to reach out more number of auto
drivers.
 2. The company can create more partnerships with more number of product based
companies for e.g. Meesho , Nykaa or any other product based startups.

3. They can use modern marketing techniques such as social media marketing and
guerrila marketing in order to reach out to target audience for promoting the
commercial line of vehicles.

4. The company can participate in many auto expo(s) in order to show case the
product line .

5. ETO can enter into governmental contracts in order to increase their market
share .

5.3 CONCLUSION :
In this project it has been discovered that our Indian population is ready to shift and adopt the
usage of renewable sources of energy and utilize their applications. ETO as a company shows
immense promise to be one of the leading organization with respect to the market share in the
coming financial years. Having key partnerships with other companies and efficient battery
technology has proved to be its biggest strengths .

ETO has successfully captured the attention of the companies in need of logistics and individual
owners through various marketing strategies.

ETO also shows great promise to reduce the carbon footprint and envision a cleaner future. We
are sure that efforts from companies like ETO can help decreasing the dependency on fossil fuel
and bring about a revolution in logistics and transport structure of the country . This also
contributes in developing the EV market . Based on our observations of ETO marketing
strategies it is clear that the process works and the cost of marketing justifiable.

5.4 QUESTIONNAIRE :

1. Have you ever personally owned an electric car?

1. Yes, a hybrid electric/petrol car

 2. Yes, a fully electric car
3. No, I have never owned an electric car

2. And have you ever driven an electric car?

1. Yes, a hybrid electric/ petrol car

2. Yes, a fully electric car
3. No, I've never driven an electric car

3. What do you consider the main marketing strategy of ETO .

4. Are you ready to switch to renewable sources of energy.
5. What mode of transport do you prefer?
6. How do you commute on a daily basis
a. Personal mode
b. Public transport
c. Shared
7. Which financial year recorded highest sales for ETO Pvt Ltd?
8. Which type of product was the highest selling throughout the company’s life period?
9. What is the market share of ETO competitors?
10. What is the ownership status of ETO products?
a. Unorganized
b. Organized
c. Individual
11. Which city has the highest recorded sales?
12. What is the company’s segregation of ecosystem like?
5.5 REFERENCES AND BIBLIOGRAPHY :

 https://www.ketomotors.com/

 https://www.investopedia.com/ev-market-becomes-crowded-5215029

 https://in.linkedin.com/company/ketomotors

 https://www.indiamart.com/bus-alliance-india-private-limited/other-products.html

 https://www.crunchbase.com/organization/keto-motors

 https://www.mordorintelligence.com/industry-reports/india-electric-vehicle-
market

Direct source

Information from the director of ETO PVT LTD

Information from staffs of ETO such as computer operators , engineers ,

Ground level mechanical workers and the general staff.

Information from the sales department regarding the roles and how they actually sell there
products to there respective business partners and to the general public

Questionnaire sources :

Questionnaires being sent to two sets of population that is to general public like families friends
and the 2 set is the employees of ETO itself were among
Our sample size .