Ather Energy is gearing up to redefine India’s electric two-wheeler landscape with a series of bold moves targeting affordability, accessibility, and innovation. The company is set to launch a Battery-as-a-Service (BaaS) model, allowing customers to subscribe for battery usage or pay per kilometre, significantly lowering the upfront cost of its e-scooters. Since batteries account for 30–40% of an EV’s price, this model could make Ather’s offerings far more attractive to price-conscious buyers and help bridge the gap with ICE models.
Affordable EL Platform and Next-Gen Charging
In a push to expand its market share beyond the premium segment, Ather will debut its new EL platform in August, introducing a range of versatile and cost-efficient scooters aimed at the sub-₹1.2 lakh market. This is a direct response to the dominance of TVS, Bajaj, and Ola Electric in the affordable category. Alongside, Ather will roll out next-generation fast charging technology and an upgraded software stack (Ather Stack 7.0), promising faster charging and a better user experience.
Nationwide Retail Expansion
Ather is also doubling its retail footprint, targeting over 750 stores by the end of the year—up from around 350 currently. The expansion focuses on entering new cities, especially in North India, and increasing store density in high-volume metros, ensuring both reach and convenience for customers.
Strategic Shift to Capture Market Share
With the electric two-wheeler market growing rapidly and legacy brands expanding their EV portfolios, Ather’s new strategy—combining BaaS, affordable models, and aggressive expansion—positions it to compete head-on with both established and emerging players. These initiatives aim to make Ather’s innovative, quality-driven scooters accessible to a much wider audience, signaling a new era of competition in India’s EV market.
