CHENNAI: Tarun Mehta, co-founder of Ather Energy, stated that the company plans to focus on increasing its sales and retail presence in northern India. “We have been very successful in the southern markets. We are the largest volume player in all southern states. The North is where we have not been very big in the past. So over the next three years, that is a big mountain for us to climb,” he said.
Speaking on the sidelines of an event in Chennai, Mehta said the company's Rizta model will play a key role in its expansion into northern and other markets. “We demonstrated a very good market share in the south because we had the right product for consumers here with the 450. With Rizta, we have a product that aligns well with what northern markets prefer. It is a family-oriented product, focusing on safety, storage, convenience, and a bigger form factor. So with Rizta, we are very optimistic about northern markets. Much of our store count growth, distribution growth, and sales growth will hinge on this product,” he said. He added that while the 450 model provided momentum in terms of technology and production, Rizta is expected to drive mass volumes.
Mehta also highlighted Ather Energy’s recent launches in Sri Lanka and Nepal and expressed optimism about Indian electric vehicle players making their mark globally. “India is now the most powerful electric vehicle market in the world. We are outspending every other market globally in terms of research and development. I believe India will become the global hub for scooters,” he said. He added that scooters will proliferate further in the Indian market in the coming years, and improving charging infrastructure, particularly in apartment complexes and offices, will be critical to boosting adoption.