Ather Energy Rs 1300 – High Potential, Higher Expectations
Ather Energy is India’s third-largest electric scooter manufacturer, behind TVS and Bajaj. What makes the company interesting isn’t just its market share—it’s the way it chose to build the business.
Back in 2013, when electric scooters were largely seen as low-speed vehicles for a niche audience, Ather took a very different route. It decided to compete with mainstream petrol scooters on performance while building a software-first product around a touchscreen dashboard, connected features and over-the-air updates. Those decisions, though expensive and risky at the time, have helped create one of the strongest premium brands in India’s EV ecosystem.
