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Jayant Mundhra

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Dexter Capital Advisors • 5m

Ather declares war on Bajaj with its new manufacturing plant! 🙌🙌 Ather is said to have zeroed down on Maharashtra’s Aurangabad, which is already an automotive manufacturing hub. This 3rd plant’s location is a big event in itself, and merits a discussion. Here’s all you should know! .. First of all, Maharashtra is not just any state to build an EV factory. -> Maharashtra is also India’s No.1 state in terms of EV sales -> Plus, it’s well connected to another major EV market, which is Gujarat -> And, with the stellar connectivity to the North provided by the Delhi-Mumbai Expressway, the plant will be well-suited to cater to several other states. .. And the best part? Aurangabad being an auto manufacturing hub means, there is ready availability of skilled personnel and supplier ecosystem to tap on. This could significantly reduce Ather's hiring costs and time, enabling them to ramp up production faster. Those are big factors. .. But, that said, how is any of this a declaration of war against Bajaj? 😅😅 Think this way: -> Bajaj commands ~13% of the market share in EV scooter market -> But, if one dives in, most of their sales are limited to Maharashtra alone -> It manufactures it all in Pune’s Chakan, and sells most of it in the State, and a few scooters here and there .. In fact, Bajaj is the No.1 EV scooter seller in Maharashtra. Most people just don’t know that. And with its biggest plant yet now coming up in the State, Ather is eyeing India’s No.1 EV market, which Bajaj has swooped in over the last 2yrs. The message is clear for Bajaj- Brace up for the competition! .. My only hope? -> The increased competition leads to more affordable and innovative electric scooters. -> That will expand the market, and give consumers more options to choose from. Hope Bajaj responds in that way What do you think?

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