ATHER ENERGY

Strategy Development
About Aether
Ather Energy has built India's first intelligent
electric scooter. They manufacture two scooter
models at present - 450 and 450X. They have also
established an electric vehicle charging network
called AtherGrid.

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STRATEGY DEVELOPMENT
Corporate
strategies
Information
SWOT
system
Analysis
Development

Supplier Make or Buy

Development Implications

Organisational
Forecasted
changes Strategy Development
Implications

Strategies in
Product
other
development
industries

Supply
Competitors
market cost
Strategies
trends
Supply chain 3
Implications
SWOT Analysis And Other Corporate strategies

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Staff/Organisational Development and Supply chain
Implications
Staff/Organisational Development
Implications
• Ather has around 500-1000 staff in the average age
group of 25-40.
• The younger talent pool with low turnover rate is apt
for growth
• They have an impressive immersion program along
with high focus to employee training
Supply Chain Implications
• Most of the parts in the scooter are supplied from
Gurgaon as it is a hub for auto parts.
• supply chain plays an important part in business
continuity for Ather.
• Critical Parts stocked at the Manufacturing unit.
• Ather has also identified some local vendors in case
of breakdown.
• Supply chain Implication to procurement strategy is
that it needs to have local vendors as a backup for
auto parts procurement.
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Information System Development Product
Development

Information System Development Product Development

• Managing heavy logistics cost & critical operations

with visibility into moving parts is a challenge for
Ather
• Vast majority of its supply shipping over the Air,
maintaining visibility of the supply chain to plan
production
• End to End visibility in the supply chain is what they
would be looking into
• Ather Grid is very much depended on data mining
and analytics and real time sensor data to provide
the best possible experience for the customer

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Forecasted Changes and Supply Market Cost Trends

Forecasted Changes Supply Market Cost Trends

• Electric Scooter Market is expected to grow at a

CAGR of over 44% during the period 2019-2025.
• A shift in demand from Lead-acid batteries to the
Lithium Ion batteries

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Competitor Supply Strategies and Strategies used in
other Industries

Competitor Supply Strategies Strategies used in other Industries

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Supplier Development Considerations and Make or Buy
Implications

supplier development Make or Buy Implications

considerations
• Long charge time power management systems. • They have started inhouse manufacturing of Lithium
Ion batteries in Hosur, Tamil Nadu.
• 20% battery price hike.
• On the long run backward integration seems a better
• Supply chain disruption due to segment change. option to control logistics
• High import tariffs.
• Lower production due to scarcity of parts.
• Higher environmental impact of Li-ion power packs.

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THANK YOU!
Group 2

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