Ahead of listing, Ather bullish on driving past rivals in e2W market

Electric scooter maker Ather Energy, which is set to open public subscription for its initial public offering (IPO) on Monday, is gearing up to take on rivals in India's highly-competitive and price-sensitive electric two-wheeler (e2W) market.

- PEERZADA ABRAR

When asked how Ather plans to hold its ground against major players like Ola Electric, Bajaj, Hero MotoCorp and TVS Motor Company, Ravneet Phokela, chief business officer at Ather, said the company's performance over the past nine months shows its competitive strength.

"We're confident because we've proven we can compete, and compete hard, while continuing to innovate," said Phokela during a recent press event.

He added that the market had seen intense challenges, including expanded distribution, deep discounting and aggressive pricing by competitors. Despite these pressures, Ather Energy increased its national market share from 9 per cent to 15 per cent.