Ather Energy is the third-largest seller of electric two-wheelers in India. Founded in 2013, Ather Energy is known to have kicked off the electric two-wheeler wave in India. They came in with a great product which offered the best of software and hardware on a two-wheeler. And over a decade of its existence Ather has delivered on its promise of a great product which will create a “magical experiences” for its customers.

Ather spent years building their own electric two-wheelers from the ground up. They built their own batteries, their own chassis, their own electronics and powertrain, and even their own software. 

But in the process, they lost the opportunity to become the market leader, a spot that was filled by Ola Electric, a much later entrant.

On September 9th this year Ather filed its draft red herring prospectus as it plans to go ahead and list on the Indian bourses. As hosts Rohin Dharmakumar and Praveen Gopal Krishnan sat down to discuss and understand what the market looks like for electric two-wheelers and how Ather will fare in a market, it kickstarted and popularized. They also got two great guests to discuss this.

First is the co-founder and CEO of IPO-bound Ather Energy Tarun Mehta himself and the second guest we had was Professor Rishikesha Krishnan, Director of IIM Bangalore, and a professor of Strategy.

It’s not often that we have the co-founder and CEO of a company heading for its IPO discussing its strategy with the director of one of India’s most prestigious management institutes, who both studies and teaches strategy.

And over the course of 90 minutes, they discussed the strategy and vision Ather Energy is going ahead with into the future and how they intend to keep innovating on their product leadership while also stepping up and getting on the front foot to improve their market leadership.

Welcome to Episode 12 of Two by Two.

Rohin Dharmakumar

Ather Energy was a pioneer. Can it also be a leader?

Founded in 2013, the company has spent years building electric two-wheelers from the ground up. But it has lost the opportunity to become the market leader along the way

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This episode of Two by Two was researched and produced by Hari Krishna. Rajiv CN, our resident sound engineer, mixed and mastered this episode.

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