Ather - The best electric scooter
Ather Energy began its journey as an ambitious startup in 2013, founded by IIT Madras graduates Tarun Mehta and Swapnil Jain. Their vision was to revolutionize the Indian two-wheeler market by introducing "The Best Electric scooters" . With the launch of the Ather 450X, the company gained widespread attention for its sleek design, advanced technology, and fast-charging infrastructure. According to Ather’s co-founder, Tarun Mehta, one key factor is weaker marketing . Ather's product-first approach didn't match Ola’s aggressive, high-visibility strategy, which pushed Ola to a mass-market audience. Ola’s approach combined competitive pricing, mass-market targeting, and a wider product range—giving them an edge in a price-sensitive market. Valuing Ather Energy: The Road Ahead To estimate Ather's value, we must first look at the Total Addressable Market (TAM) for two-wheelers in India. The Indian two-wheeler market was valued at approximately ₹1.5 lakh crore in 2023-24...