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Swayam Chatterjee

Boring person • 1y

Why India's OG Electric Scooter Company is Failing? Founded in 2013 by Tarun and Swapnil, Ather initially aimed to build a battery company. However, they shifted their focus to creating electric vehicles due to existing EVs’ poor performance and design. Despite competition, Ather crowdfunded production through pre-orders. Hero Motors invested ₹205 crores, enabling Ather to launch the Ather 340 and Ather 450 in 2018. Late entry and marketing challenges hindered market share, but Ather’s quality reputation and word of mouth drove revenue growth since 2021. Tarun Mehta believes EV companies will profit from software upgrades rather than servicing.

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