“Plans Include Entering Electric Two-wheeler Segment”

ZUPERIA AUTO, formerly Lohia Auto, recently launched its mass-market Youdha brand while retaining Lohia as a premium line. CEO Ayush Lohia revealed plans to enter the electric two-wheeler market under a new sub-brand within the next two-three years, backed by Rs 200 crore investment in facilities and capacity expansion, in a chat with BW Businessworld's Utkarsh Agarwal. Excerpts

- Utkarsh Agarwal.

What's the strategy behind changing the company's name from Lohia Auto to Zuperia Auto?

The rebranding to Zuperia Auto marks our strategic shift from being a legacy electric-rickshaw specialist to a future-ready EV mobility platform. While our heritage remains rooted in the Lohia name, the new corporate structure enables us to reposition beyond traditional segments and scale effectively in the evolving electric three-wheeler (E3W) market.

What's your big idea behind launching the Youdha brand along with Zuperia Auto?

Youdha, meaning “warrior,” is our mass-market brand - functional, durable, and relatable, especially for last-mile commercial users and informal-sector entrepreneurs. Meanwhile, the Lohia line continues as our premium offering. This dual-brand strategy gives us flexibility to target diverse segments without diluting brand relevance.

How much have you invested so far in upgrading the Kashipur plant? What's the capacity and utilisation now?

We've modernised our Kashipur facility to enhance efficiency and output. The plant currently has an installed capacity of 1,00,000 units per annum, with a utilisation target of 70-80 per cent aligned to our 2030 growth objectives.

You've set a revenue target of Rs 1,000 crore by 2030. What's your strategy and how will fresh investments play a role?