EL platform designed for rapid, cost-efficient scalability; addressing multiple market needs: Ather Energy CBO

Speaking on the annual “Society Day” of the brand, Ather Energy Cus Business Officer Ravneet Phokela and its founder Swapnil Jain, Bengaluru-based E-SCOOTER manufacturer exhibited the brand new platform of the brand. The brand, which creates a niche for itself in the E-SCOOTER segment, is now prioritizing expansion in the domestic market, especially in Middle and North India, reducing cost inefficiency, and making products that allow rapid scalability in both local and international markets.

At a time when competitors such as Bajaj Auto had to stop the production temporarily due to a rare soil magnet bottleneck, Atter Energy’s revenues increased in FY2026, Ola Electric and Bajaj Auto has become the second largest electric two -wheel brand in the country with a 17%market share. Atter also managed to be isolated from the scarcity of rare soil magnets thanks to the brand’s “double resource usage” strategy, according to Jain.

“We are really trying to maintain binary for critical parts. We also try to keep a good amount of stock by predicting any of these difficulties, or he adds. Jain also said that the use of heavy rare soil magnets in ATER Scooters is tiny and the brand has chosen slight rare earth magnets.

Rizta to save

Ather Energy CBO Ravneet Phokela, who discussed the brand’s third successful quarter of the FY2026, associated it to the distribution strategy, especially in Central India, where the latest products – Ather Rizta – some successes.

“Traditionally, we are strong in Southern India. We are number one in the south in the south. We have reached the number one once in the last two to three months in Gujarat. A more relevant product like Rizta is the lies of magic that exists in many other places, Phokela says.

Rizta marked ATER’s first separation from the brand’s flagship – 450X electric scooters.

“Rizta addressed a portfolio gap. 450 is a performance product and this segment is essentially 20% of the market. Now, even if you dominate this market, you are still playing at 20%, so 9-10% of the general market share in the longest time you can sell as much as you can sell too much. In his financial year, he added that ATER plans to have 700 single stores throughout the country and calls it a “disproportionate focus”, a growth market called “Uttarakhand and his top feeding markets ..

At the beginning of this month, ATER started to offer a “battery as a service ve and allowed buyers to purchase Scooter with a lower starting cost, while paying for battery through multiple subscription plan. I don’t expect the plan to be too early to indicate that the plan is too new to be evaluated, or I don’t expect to have a large part of our portfolio because we offer great flexibility in terms of financing. We even offered to rent by waiting for a game replacement in 2018 – you can upgrade, you can give it back, you can pay the balance and protect the vehicle. That’s why we may be surprised, but I don’t sit down here and think it will change the game. “

Hand Platform: A more cost -effective and ready -made platform

The emergence of a brand new platform called El01 says that Jain has been developed to address various factors. For beginners, it will allow a 5 kWh battery that is not possible with the current architecture. “We are developing platforms to address future growth and future products.” Jain adds that these future products, which will be released on the 2017 FY, reduce the ease of service, assembly time reduction and cost inefficiency.

“We wanted to correct everything that is limited to architecture with the current platform. It does not deal with a portfolio gap, but it makes our operations more fluent and makes us create better products”.

Both Jain and Phokela agree that the hand platform is not about filling a portfolio gap, it is only the next stage of progress or evolution for the brand. They also indicate that although it can accommodate a larger battery, they are not built as architecture to perform better than 450x or 450 hills.

“450X and Apeks are the peak of performance for the warehouse, so it will not overlap.” Jain explains that the new hand platform will be more compatible with a family scooter like Rizta. “Like any ripening market, we expect this market to break down the multiple needs and usage situations that we need more than one product,” Phokela says.

“The hand platform also offers the opportunity to look at the international markets more strategically. After opening in the 50th city, unlike the domestic market in which international markets are different. International markets are different. Every market arrangement, culture, needs, products, consumers, etc., said Phocela in the near future.

To address the obstacles to the adoption of a house

Phokela stressed that the price is no longer an obstacle for the adoption of the house. “Adoption barrier is not the price. We saw it because it did not double the markets, although it greatly reduced its products to some brands. Because it was cheaper to buy an E-SCOOTER with a gasoline. Growth comes from addressing the basic obstacles in the battery length: battery length, security, residue value, despite the random discount of our products.”