Ather Energy, a Bengaluru-based electric two-wheeler manufacturer, is aiming to grow its market presence by entering the family scooter segment, according to a company official on Friday. Up until now, the company has focused on producing sporty scooters.
“We have now introduced family scooters to reach more customers and increase our market share,” said Ravneet Singh Phokela, Chief Business Officer at Ather Energy. Currently, Ather Energy holds about nine percent of the sporty scooter market, which accounts for 14 percent of the overall scooter market, he added.
Phokela mentioned that the family scooter market represents 84 percent of the total segment, presenting a significant growth opportunity for the company.
Ather Energy is also exploring opportunities to export its e-scooters to regions including South Asia, Southeast Asia, Europe, and Latin America. The company currently produces two e-scooters — a high-performance model with three variants and a family scooter available in two variants. Having recently entered Nepal, Ather Energy plans to expand to more countries over the next 15 months. Additionally, the company has started developing an electric bike expected to launch within three years.
“In the past, we focused mainly on the domestic market. With our entry into Nepal, we have begun exploring international markets. We are considering various options, including South Asian countries like Bangladesh and Sri Lanka, Southeast Asian markets such as Indonesia, Thailand, Malaysia, and Vietnam, as well as Europe and Latin America,” Phokela explained during the launch of their new family scooter, Ritza, in Kolkata.
Ather Energy, which operates a manufacturing facility in Tamil Nadu, reported sales of 1.14 lakh units in the last fiscal year.
