Tarun Mehta and Swapnil Jain, two IIT Madras graduates, launched Ather Energy Private Limited in 2013. The founders thoroughly analyzed the EV industry and tried to ascertain whether they could produce battery packs specifically for the EV market. Since battery connectors were essential to a car’s operation, Ather’s team created tiny, portable charging connectors and was granted a patent. Because charging outlets were hard to come by and long-distance travel caused anxiety for customers, the company opted to concentrate on long-range battery life. Ather had to move quickly as rivals began to join the market with less expensive imports. Battery pack fire accidents exacerbated the issue. The case examined Ather’s team’s efforts to create and sell an electric car from the ground up, leveraging their retail background to increase sales despite several obstacles.Practical

Implications: The case discussed the three main strategic decisions that startups must make: whether to “build versus buy” while maintaining quality, whether to focus on the customer experience as the best form of retail, and whether to focus on customers for the rest of their lives to foster loyalty and steady revenue streams.

Originality: A fresh viewpoint on Ather’s startup experience, which was not previously explored in research, was addressed in the case study.

1. 'Nobody wants Ather 340': Ather 340 electric scooter discontinued as buyers prefer Ather 450. (2019, September 17). The Financial Express. https://www.financialexpress.com/auto/bike-news/nobody-wants-ather-340-ather-340-electric-scooter-discontinued-as-buyers-prefer-ather-450/1709006/
2. Abrar, P. (2020, May 26). Ather Energy, Bounce join hands to monetize the idle time of scooters. Business Standard. https://www.business-standard.com/article/companies/atherenergy-bounce-join-hands-to-monetize-the-idle-time-of-scooters-120052601203_1.html
3. Aluminum bodies and frames: The future of the auto industry? (2014, December 4). DataOne Software. https://vin.dataonesoftware.com/vin_basics_blog/aluminum-bodiesand-frames-the-future-of-the-auto-industry
4. Ather 450X, 450 plus receive additional features with latest over-the-air update: Find out what's new. (2021, October 1). Firstpost. https://www.firstpost.com/tech/auto/ather-450x-450-plus-receive-additional-features-with-latest-over-the-air-update-find-out-whats-new-10015921.html
5. Ather Energy, Ola Electric see sharp drop in EV two-wheeler sales in July, while Hero Electric overtakes both. (2022, July 30). Deccan Herald. https://www.deccanherald.com/business/business-news/ather-energy-ola-electric-seesharp-drop-in-ev-two-wheeler-sales-in-july-while-hero-electric-overtakes-both-1131518.html
6. Ather Energy - E-Auto wheels. (2021, April 28). Eautowheels. https://eautowheels.com/index.php/2021/04/28/ather-energy/
7. Ather Energy gets patent for light-weight charging connector for EVs. (2020, January 30). Business Standard. https://www.business-standard.com/article/companies/ather-energygets-patent-for-light-weight-charging-connector-for-evs-120013000101_1.html
8. Ather Energy in strategic partnership with Godrej Nature's Basket; to expand AtherGrid. (2019, March 19). The Hindu Businessline. https://www.thehindubusinessline.com/companies/ather-energy-in-strategic-partnershipwith-godrej-natures-basket-to-expand-athergrid/article26579953.ece
9. Ather Energy rolls out a buyback scheme for the 450X e-scooter model. (2020, October 20). Business Standard. https://www.business-standard.com/article/automobile/ather-energyrolls-out-buyback-scheme-for-450x-e-scooter-model-120102001297_1.html
10. Ather Energy says damaged E-Scooter due to accident caused short-circuit, fire. (2022, May 28). Car&Bike. https://www.carandbike.com/news/ather-energy-says-damaged-escooter-due-to-accident-caused-short-circuit-fire-3017831
11. Ather Energy to set up its second plant at Hosur, Tamil Nadu. (2021, November 29). The Economic Times. https://economictimes.indiatimes.com/tech/startups/ather-energy-to-setup-its-second-plant-at-hosur-tamil-nadu/articleshow/87981936.cms
12. Ather Energy unveils new digital advertisements to promote EV adoption in India. (2021, October 4). Exchange4media. https://www.exchange4media.com/advertising-news/atherenergy-unveils-new-digital-advertisements-to-promote-ev-adoption-in-india-116081.html
13. Ather Energy. (2019, June 8). The making of Ather Space, our experience center [video file]. YouTube. https://www.youtube.com/watch?v=Kv83WPqUXKo
14. Ather Experience Centre. (2019, November 13). An immersive experience of the electric automobile brand. Studio Lotus. https://studiolotus.in/showcase/ather-experiencecentre/137
15. Ather says fire incident a rare occurrence, to increase pre-checks for accident cases. (2022, May 28). The Economic Times. https://economictimes.indiatimes.com/tech/startups/athersays-fire-incident-a-rare-occurrence-to-increase-pre-checks-for-accidentcases/articleshow/91858984.cms
16. Babu, G. (2019, December 1). Ather Energy to set up EV, lithium-ion battery plant in Tamil Nadu. Business Standard. https://www.business-standard.com/article/companies/atherenergy-to-set-up-ev-lithium-ion-battery-plant-in-tamil-nadu-119120100296_1.html
17. Bandhu, A. (2022, July 27). Central Consumer Protection Authority issues notice to manufacturers over EV fires and explosion. Times Drive. https://www.timesnownews.com/auto/central-consumer-protection-authority-issuesnotice-to-manufacturers-over-ev-fires-and-explosion-article-93156048
18. Barriers to the adoption of electric vehicles: Evidence from India. (2023, June 28). Deccan Chronicle. https://www.deccanchronicle.com/business/in-other-news/280623/barriers-tothe-adoption-of-electric-vehicles-evidence-from-india.html
19. Bhaskar, R. (2021, May 17). Ather patents new electric scooter design. Autocar India. https://www.autocarindia.com/bike-news/ather-patents-new-electric-scooter-design-420833
20. Bhat, V., & Bhat, H. (2022, February 11). Delivering one lakh ride stats everyday! Medium. https://blog.atherenergy.com/delivering-one-lakh-ride-stats-everyday-6c233fecdeb1
21. Bhatt, S. (2019, November 6). Interview with Tarun Mehta, CEO, Ather Energy. AutoX. https://www.autox.com/interviews/interview-with-tarun-mehta-106780/
22. Bhattacharya, A. (2021, August 18). The world's largest two-wheeler maker is gearing up to rival Ola's electric scooter. Yahoo Finance. https://finance.yahoo.com/news/world-largesttwo-wheeler-maker-062556865.html
23. Bliss, L. (2020, January 28). 4 predictions for the electric scooter industry. Bloomberg. https://www.bloomberg.com/news/articles/2020-01-27/where-the-electric-scooterindustry-will-go-next
24. Blive, Ather energy's partnership to promote EVs at tourist hotspots. (2021, August 24). Times of India. https://timesofindia.indiatimes.com/auto/bikes/blive-ather-energyspartnership-to-promote-evs-at-tourist-hotspots/articleshow/85584163.cms
25. Chengappa, S. (2021, February 24). Why EV maker Ather Energy chose Hosur over Bengaluru for ₹635-cr plant. The Hindu Businessline. https://www.thehindubusinessline.com/companies/why-ev-maker-ather-energy-chosehosur-over-bengaluru-for-635-cr-plant/article33923755.ece
26. Cherian, S. M. (2022, July 18). Ather 450X: Long-term review. The Hindu Businessline. https://www.thehindubusinessline.com/news/variety/ather-450x-long-termreview/article34720389.ece
27. Contractor, S. (2021, August 17). Ather Energy co-founder Tarun Mehta welcomes Ola electric, calls it “Big Win” for EV ecosystem. Car&Bike. https://www.carandbike.com/news/ather-energy-co-founder-tarun-mehta-welcomes-olaelectric-calls-it-big-win-for-ev-ecosystem-2511892
28. Dcruze, D. (2022, February 18). Ather Energy enters partnership with Gujarat Titans IPL team. BGR. https://www.bgr.in/electric-vehicles/ather-energy-enters-partnership-withgujarat-titans-ipl-team-1237796/
29. Dhingra, M. (2020, July 27). Ravneet S Phokela: 'We're looking to begin exports to two key markets this fiscal.' Autocar Professional. https://www.autocarpro.in/interview/ravneet-sphokela-were-looking-to-begin-exports-to-two-key-markets-this-fiscal-56873
30. Electric vehicles: Where it all started. (2021, April 4). E-Trio. https://etrio.in/electric-vehicleswhere-it-all-started/
31. EV makers urge govt to ease PLI norms, and expand charging infrastructure. (2022, January 27). Business Standard. https://www.business-standard.com/article/international/evmakers-urge-govt-to-ease-pli-norms-expand-charging-infrastructure-122012701382_1.html
32. EV push: GST council cuts tax rate to 5% on electric vehicles. (2019, July 27). Financial Express. https://www.financialexpress.com/economy/ev-push-gst-council-cuts-tax-rate-to-5-on-electric-vehicles/1658175/
33. EVs will become mainstream, says Ather Energy co-founder. (2022, July 31). YourStory. https://yourstory.com/2022/07/electric-vehicle-ather-energy-two-wheeler-tarun-mehtaevs/amp
34. FAME II: Ather Energy increases warranty on Ather 450 even for existing owners. (2019, May 10). Times Drive. https://www.timesnownews.com/auto/bike-news/article/fame-iiather-energy-increases-warranty-on-ather-450-even-for-existing-owners/416270
35. GlobalData Thematic Intelligence. (2021, September 29). Ola Electric has a bright future in India. Road Traffic Technology. https://www.roadtraffic-technology.com/comment/olaelectric-future-india/
36. Hero MotoCorp invests RS 420 crore in Ather Energy. (2022, January 14). The Economic Times. https://economictimes.indiatimes.com/tech/startups/hero-motocorp-invests-rs-420-crore-in-ather-energy/articleshow/88905149.cms
37. Irani, F. (2021, August 16). Ola S1 vs simple one vs rivals: Specifications comparison. Autocar India. https://www.autocarindia.com/bike-news/ola-s1-vs-simple-one-vsrivals%20specifications-comparison-421758
38. Khandelwal, U., Bajpai, N., Tripathi, V., & Yadav, S. (2016). Intention to purchase hybrid cars in India: A study. Indian Journal of Marketing, 46(8), 37–50. https://doi.org//10.17010/ijom/2016/v46/i8/99294
39. Kumar, R. K. (2021, August 16). Future of mobility! How Ather, Tata Power and other companies are enhancing EV charging infrastructure in India? Zee Business. https://www.zeebiz.com/automobile/news-future-of-mobility-how-ather-tata-power-andother-companies-are-enhancing-ev-charging-infrastructure-in-Sindia-162913
40. Mahatme, M. (2022, January 30). EV simplified: 5 things to keep in mind before buying an electric two-wheeler. ZigWheels.com. https://www.zigwheels.com/news-features/evguide/ev-simplified-5-things-to-keep-in-mind-before-buying-an-electric-twowheeler/44632/
41. Narasimha Murthy, D., & Vijaya Kumar, B. (2015). Internet of things (IoT): Is IoT a disruptive technology or a disruptive business model? Indian Journal of Marketing, 45(8), 18–27. https://doi.org/10.17010/ijom/2015/v45/i8/79915
42. Pandit, S. (2021, March 10). Ather blames lack of quality EV products for slow sales. The Times of India. https://timesofindia.indiatimes.com/city/pune/ather-blames-lack-of-qualityev-products-for-slow-sales/articleshow/81418813.cms
43. Praveen, M. (2019, November 18). Add solar power to your electric scooter with this kit! BikeDekho. https://www.bikedekho.com/news/add-solar-power-to-your-electric-scooterwith-this-kit
44. Pros and cons of buying electric scooters in India. (2021, December 14). TATA Capital Blog. https://www.tatacapital.com/blog/vehicle-loan/pros-and-cons-of-buying-electric-scootersin-india/
45. Sachdev, A. (2022, February 8). How two-wheeler dreams died in the countryside. Mint. https://www.livemint.com/auto-news/what-two-wheeler-sales-tell-us-about-rural-distress-11644344049676.html
46. Shah, P. (2021, November 10). Ather Energy opens its 23rd India experience center in Hubli: All details. The Financial Express. https://www.financialexpress.com/auto/electricvehicles/ather-energy-opens-its-23rd-india-experience-center-in-hubli-450x-450-pluselectric-scooter-price-review/2366408/
47. Singh, R. (2021, August 17). Why 'kitna deti hai' doesn't hassle Tarun Mehta and Ather energy. Forbes India. https://www.forbesindia.com/article/startups/why-kitna-deti-haidoesnt-hassle-tarun-mehta-and-ather-energy/69841/1
48. Singh, K. (2019, November 12). Bengaluru is now the scooter sharing capital of the world. Quartz. https://qz.com/india/1746279/indias-bengaluru-is-now-the-scooter-sharing-capitalof-the-world/
49. Sricharan, R. (2021, March 19). Swapnil Jain & Tarun Mehta: 'Ather scooters are built to change the perception of EVs.' Autocar Professional. https://www.autocarpro.in/interview/swapnil-jain-tarun-mehta-ather-scooters-are-built-tochange-the-perception-of-evs-78771
50. Sun, S. (2023, July 6). Two-wheeler domestic sales in India from financial year 2011 to 2023. Statista. https://www.statista.com/statistics/318023/two-wheeler-sales-in-india/
51. Toms, M. P. (2022, July 29). Ola Electric suspends production, cites annual maintenance as the reason. The Economic Times. https://economictimes.indiatimes.com/industry/renewables/ola-electric-suspendsproduction-cites-annual-maintenance-as-reason/articleshow/93202773.cms
52. Veena, A., & D'Souza, D. (2017). Establishing the market potential of a rental model multipurpose electric vehicle (MPEV) for individuals with lower limb disabilities in India. Indian Journal of Marketing, 47(2), 8–23. https://doi.org/10.17010/ijom/2017/v47/i2/110024
53. Wadhwa, N. (2021, June 28). FAME scheme extension to boost electric vehicle sales. Autocar India. https://www.autocarindia.com/bike-news/fame-ii-scheme-extended-till-2024-421231