All Brain. All Power. All Electric.

:-Subham Arya
History

• Ather Energy is an Indian electric vehicle company, headquartered in Bangalore.

• It was founded by Tarun Mehta and Swapnil Jain in 2013.
• It manufactures two electric scooters - the Ather 450X and the Ather 450 Plus.
• It has also established electric vehicle charging infrastructure across the country called Ather Grid.
 Key Highlights
• Company Name – Ather Energy
• Funding Year – 2013
• Headquarters – Bangalore, Karnataka, India
• Founders – Tarun Mehta, Swapnil Jain
• CEO – Tarun Mehta
• Industry – Automotive Evs
• Type of Company – Private
• Total Funding - $286.8 M
• Revenue - $10.72 M
• Website – www.atherenergy.com
 MISSION
At Ather, we want to build the future of mobility – one that is
connected and electric.

VISION
Ather's vision is to accelerate the development and adoption of
smart, electric vehicles.
 Tarun Mehta

• CEO & Co-

Founder

Swapnil Jain

• Co-Founder
& CTO

Deepak Jain Saurabh Ranveet S. Sunitha Lal

Srivastava Phokela

• CFO • Chief of Staff • Chief • CHRO

Business
Officer
Products and Services Offered
by
Ather 450

• All Aluminium Frame

• 5.4 kW DC Motor
• Top speed :- 80Km/h
• Range :- 107 Km
• Driving Modes :- Warp, Sport, Ride,
Smart
• 4G connectivity

• Onboard Navigation
Ather 450 X
• Range 146Km/Charge with 6.2 Kw electric motor
• Charging time:- 5 hours
• 4G Sim Card And WIFI.
• Bluetooth Connectivity
• 7” touchscreen dashboard
• Snapdragon Quadcore Processor
• On-Board Diagnostics
• Supports Smart Accessories like Helmet
• Live Vehicle Tracking
• Tire Pressure Monitor
Ather Grid

Ather has set up its own charging network, dubbed Ather Grid, in 18 cities across India. These 
DC-fast-charging stations use Ather's proprietary charging method and connector to charge the Ather
scooters at a rate of 1 km/min. The charging points are also equipped with a 3-pin socket to supply AC
power to other electric vehicles that do not use Ather's connector. Other vehicles can connect to the
charging point and start charging using the Ather Grid app for iOS and Android.
More than 120 fast charging grid points are installed across 18 Cities in India. Ather has plans to set up
around 300 fast charging stations across India by end of 2021. Ather also sets up a home charging point at
customer's homes which will charge the Ather 450X overnight.
Share of electric two-wheeler in India in financial year 2022, by manufacturer

Market Share And Competitors

30% 28.23%

25%
Share of electric two-wheeler manufacturer

20.08%
20%

15%
10.65%
10% 8.63%
6.42% 6.21%
5% 4.09% 3.3% 3.06% 3.03%

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Challenges Faced by Ather

•E-2 wheeler a niche category in India.

•Innumerable infrastructure constraints, leading to

manufacturing and using an e-2 wheeler.

•Indian consumers lacked awareness of AE's e- 2 wheelers.

•Dependency on other countries for part imports to

manufacture
the e-2 wheelers
S :- Strength
W :- Weakness
O :- Opportunity
T :- Threat

Analysis Of Ather Energy

Strengths
•The wide product portfolio and its geographic presence.

•Higher margins :- leads to better R&D.

•Property Rights over their innovation.

•High product quality increases brand loyalty.

•Strong brand presence in the automobile market as well as online.

Weakness
•Poor waste management practices raise environmental concerns.

•Customer dissatisfaction due to poor customer service.

•Less efficiency in inventory management and cash cycle.

•Misalignment of organizational culture with strategic objectives.

•Slow decision making causes expensive delays in product launches.

Opportunity

•Better Technology = Opportunities for growth.

•Globalization enables Ather to tap into the international market.

•Explore adjacent markets by expanding its product line.

•Collaboration with local suppliers because of an e-commerce model.

•Social media growth enables customer acquisition and lowers costs.

Threats

•Lower demand from middle-class customers.

•Geo-political factors and changing regulations.

•New entrants could derail their growth.

•Protectionism affects entrance into the global market.

•Shortage of skilled labor in the market.

CONSUMER NEEDS
Eco
friendly

Less Preferred
charging over cars
hassle by many

Consumer
Needs
Cheaper
Advanced
alternative
features
to Petrol

Private
mode of
Transport
Target Consumer Customer

Environment Conscious:- Customer would prefer buying e-2 wheeler

than petrol 2 wheeler
Indian Brand :- Customers who prefer Indian brand would buy AE e-2
wheelers

Value Conscious:- Customers who can appreciate the overall AE

offering and experience
Tech Savvy:- A tech savvy will thoroughly enjoy its features offered

Urban Rider:- A short distance urban rider would prefer it, than a
village or long distance traveller.
Influencer :- An influencer buyer can expand the awareness by word of
mouth
Articles about ATHER
Conclusion
• Ather in the current scenario has strong presence as it is the 4 th largest EV-
2 wheeler manufacturer in India.
• This startup is growing stronger and is having a profitable advantage in
terms of reliability and technology.

• Ather in the coming few years should serve more consumers and should
aspire to become a Global player in the field of EV 2 Wheeler segment.
• But should plan its future plans and strategies in such a manner that it
could get more customer interaction and feedback for overall
improvement.
All Brain. All Power. All Electric. Thank you