560
/ 2
Min Read
India’s leading premium electric scooter maker Ather Energy will roll out its first electric scooter based on the newly developed EL platform during the festival season of 2026. This year, the company’s strategy is focused on strengthening its brand reach and enhancing customer experience.
According to Ravneet Phokela, Chief Business Officer of Ather Energy, the first EL-based model will be ready for production by next year’s festive season. It will also be the first scooter manufactured at Ather’s upcoming facility in Aurangabad.
As part of its mainstream expansion strategy, Ather is broadening its retail network across India while introducing new software features and deploying its fast-charging technology ahead of launching more affordable EV products.
On Saturday, the company unveiled its first affordable scooter platform EL, which it describes as the most versatile and scalable. The platform is capable of producing a wide range of scooters—commuter, family, and high-performance models—with different battery capacities, wheel sizes, and dashboard designs.
Currently, Ather offers two models: the performance-focused 450X and the family-oriented Rizta. Both are priced above ₹1.1 lakh. While the 450X entered the market in 2018, the Rizta began deliveries in July 2024.
Meanwhile, competition in the affordable electric scooter segment is heating up. Bajaj Auto is working on an entry-level Chetak, subject to rare earth magnet supply, while Ola Electric is planning a budget model for the gig economy. TVS Motor and Hero MotoCorp have already launched products under the ₹1 lakh segment.
Ather’s management maintains that expanding presence across India is crucial before rolling out new models. “We don’t believe we need to launch a new product every single year to grow. Our Rizta is just 12 months old, and we still haven’t reached our full distribution potential,” Phokela said.
India’s electric two-wheeler market is becoming increasingly competitive, with legacy players TVS Motor and Bajaj Auto claiming leadership. However, Ather has also strengthened its position, nearly doubling its market share to 14% year-on-year in the first quarter of the current fiscal year, driven by the success of Rizta and an expanding retail network.
At present, Ather operates around 446 retail outlets and aims to expand this number to 700 stores by the end of 2025. Co-founder and CEO Tarun Mehta stated that Ather is the leading brand in southern India and now plans to expand its footprint across northern and central markets.
