Like a premium café opening its doors to the bustling main street, Ather Energy is preparing to serve a much larger crowd.
Filling the “White Space” in the Market
Ather Energy is entering its next growth phase by targeting the heart of India’s two-wheeler market. The company has confirmed that its upcoming EL platform will underpin electric scooters priced between Rs 1 lakh and Rs 1.25 lakh — the country’s highest-volume segment.
Until now, Ather has largely been associated with premium models such as the 450X and 450 Plus. These scooters cemented its reputation for performance, technology and reliability, but their pricing limited mass-market reach. With the EL platform, that strategy is evolving.
During the company’s earnings call, Executive Director and CEO Tarun Mehta highlighted a clear portfolio gap, noting that once optional packs are added, Ather lacks a strong presence in the Rs 1–1.25 lakh bracket. He described this segment as a “white space” the company intends to fill, aiming to secure meaningful market share in a fiercely competitive band.
From a business standpoint, the move is critical. This price range attracts first-time EV buyers, daily commuters and families seeking a practical alternative to petrol scooters. By entering this segment, Ather hopes to significantly expand volumes and broaden its customer base.
A Platform Built for Scale and Speed
The EL platform’s importance lies in its flexible, shared architecture. Instead of engineering a new base for every model, Ather will develop multiple scooters on a common foundation. This approach reduces development costs and shortens time-to-market, enabling quicker responses to shifting consumer demands.
The company clarified that EL will not be limited to a single affordable scooter. Over time, it will support expansion across categories where Ather already has brand strength. This scalable strategy allows the company to diversify offerings without rebuilding from scratch.
Ather acknowledged that some existing customers could migrate from current models to EL-based products. However, management stated that the platform’s cost structure has been designed to manage such overlaps without affecting overall profitability.
As for electric motorcycles, development continues independently. For now, Ather’s priority is clear: reinforce its scooter lineup, reach a broader audience and strengthen its foothold in India’s rapidly expanding electric two-wheeler market.
If premium built the pedestal, affordability may now build the empire.
Summary
Ather Energy will use its new EL platform to develop electric scooters priced between Rs 1 lakh and Rs 1.25 lakh, targeting India’s highest-volume two-wheeler segment. The flexible architecture will support multiple models, reduce costs and expand reach. This shift aims to boost volumes, attract first-time EV buyers and strengthen Ather’s market position.
