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1. ATHER

2. HISTORY
•ATHER ENERGY IS AN INDIAN ELECTRIC VEHICLE
COMPANY, HEADQUARTERS IN BANGALORE.
•IT WAS FOUNDED TARUN MEHTA AND SWAPNIL JAIN IN
2013.
•IT MANUFACTURES TWO ELECTRIC SCOOTERS-THE
ATHER 450X AND THE ATHER 450 PLUS.
•IT HAS ALSO ESTABLISHED ELECTERIC VEHICLE
CHARGING INFRASTRUCTURE ACROSS THE COUNTRY
CALLED ATHER GRID.

3. KEY HIGHLIGHTS
•COMPANY NAME:- ATHER ENERGY
•FUNDING YEAR-2013
•HEADQUARTERS- BANGALORE, KARNATAKA, INDIA
•FOUNDERS- TARUN MEHTA, SWAPNIL JAIN
•CEO - TARUN MEHTA
•INDUSTRY-AUTOMOTIVE EVS
•TYPE OF COMPANY –PRIVATE
•TOTAL FUNDING -$286.8M
•REVENUE -$10.72M
•WEBSITE –WWW.ATHERENERGY.COM

4. MISSION
•AT ATHER, WE WANT TO BUILD THE FUTURE OF MOBILITY-ONE THAT IS CONNECTED AND ELECTRIC.

5. VISION
•ATHER'S VISION IS TO ACCELERATE THE DEVELOPMENT AND ADOPTION OF SMART, ELECTRIC VEHICLES.

6. PRODUCTS AND SERVICES
OFFERED BY

7. ATHER 450
•ALL ALUMINIUM FRAME
•5.4 KW DC MOTOR
•TOP SPEED:- 80KM/H
•RANGE:-107 KM
•DRIVING MODES:- WARP, SPORTS,RIDE,SMART
•4G CONNECTIVITY
•ON-BOARD NAVIGATION

8. ATHER 450 X
•RANGE 146KM/CHARGE WITH 6.2 KW ELECTRIC MOTORS
•CHARGING TIME:- 5 HOURS
•4G SIM CARD AND WIFI.
•BLUETOOTH CONNECTIVITY
•7” TOUCHSCREEN DASHBOARD
•SNAPDRAGON QUADCORE PROCESSOR
•ON-BOARD DIAGNOSTICS
•SUPPORTS SMART ACCESSORIES LIKE HELMET
•LIVE VEHICLE TRACKING
•TIRE PRESSURE MONITOR

9. ATHER GRID
•ATHER HAS SET UP ITS OWN CHARGING NETWORK, DUBBED ATHER GRID, IN
18 CITIES ACROSS INDIA.THESE DC-FAST-CHARGING STATIONS USE
ATHER’S PROPRIETARY CHARGING METHOD AND CONNECTOR TO CHARGE
THE ATHER SCOOTERS AT A RATE OF 1 KM/MIN. THE CHARGING POINT’S ARE
ALSO EQUIPPED WITH A 3-PIN SOCKET TO SUPPLY AC POWER TO OTHER
ELECTRIC VEHICLES THAT DO NOT USE ATHER’S CONNECTOR. OTHER
VEHICLE CAN CONNECT TO THE CHARGING POINT AND START CHARGING
USING THE ATHER GRID APP FOR IOS AND ANDROID.
•MORE THAN 120 FAST CHARGING GRID POINT ARE INSTALLED ACROSS 18
CITIES IN INDIA.ATHER ALSO SETS UP AROUND 300 FAST CHARGING
STATION ACROSS BY INDIA BY END OF 2021. ATHER ALSO SETS UP A HOME
CHARGING POINT AT CUSTOMER’S HOMES WHICH WILL CHARGE THE ATHER
450X OVERNIGHT.

10. CHALLENGES FACED BY ATHER
•E-2 WHEELER A NICE CATEGORY IN INDIA.
•INNUMERABLE INFRASTRUCTURE CONSTRAINTS, LEADING 1
MANUFACTURING AND USING AN E-2 WHEELER.
•INDIAN CONSUMERS LACKED AWARENESS OF AE’S E-
2WHEELERS.
•DEPENDENCY ON OTHER COUNTRIES FOR PART IMPORTS TO
MANUFACTURE THE E-2 WHEELERS

11. SWOT
S:- STRENGTH
W:- WEAKNESS
O:- OPPORTUNITY
T:- THREAT
ANALYSIS OF ATHER ENERGY

12. STRENGTHS
•THE WIDE PRODUCT PORTFOLIO AND ITS GEOGRAPHIC
PRESENCE.
•HIGHER MARGINS:- LEADS TO BETTER R&D.
•PROPERTY RIGHTS OVER THEIR INNOVATION.
•HIGH PRODUCT QUALITY INCREASED BRAND LOYALTY.
•STRONG BRAND PRESENCE IN THE AUTOMOBILE MARKET
AS WELL AS ONLINE.

13. WEAKNESS
•POOR WASTE MANAGEMENT PRACTICES RAISE ENVIRONMENTAL
CONCERNS.
•CUSTOMER DISSATISFACTION DUE TO POOR CUSTOMER SERVICE.
•LESS EFFICIENCY IN INVENTORY MANAGEMENT AND CASH CYCLE.
•MISALIGNMENT OF ORGANIZATIONAL CULTURE WITH STRATEGIC
OBJECTIVE .
•SLOW DECISION MAKING CAUSES EXPENSIVE DELAYS IN PROJECT
LAUNCHES.

14. OPPORTUNITY
•BETTER TECHNOLOGY = OPPORTUNITIES FOR GROWTH.
•GLOBALIZATION ENABLES ATHER TO TAP INTO THE
INTERNATIONAL MARKET.
•EXPLORE ADJACENT MARKETS BY EXPANDING ITS PRODUCT LINE
•COLLABORATION WITH LOCAL SUPPLIERS BECAUSE OF AN E-
COMMERCE MODEL
•SOCIAL MEDIA GROWTH ENABLES CUSTOMER ACQUISITION AND
LOWERS COSTS

15. THREATS
•LOWER DEMAND FROM MIDDLE – CLASS CUSTOMERS
•GEO-POLITICAL FACTORS AND CHANGING
REGULATIONS
•NEW ENTRANTS COULD DERAIL THEIR GROWTH
•PROTECTIONISM AFFECTS ENTRANCE INTO THE
GLOBAL MARKET
•SHORTAGE OF SKILLED LABOUR IN THE MARKET

16. CONSUMER NEEDS
1.ECO FRIENDLY
2.PREFERRED OVER CARS BY MANY
3.ADVANCED FEATURES
4.PRIVATE MODE OF TRANSPORT
5.CHEAPER ALTERNATIVE TO PETROL
6.LESS CHARGING HASSLE

17. TARGET CONSUMER CUSTOMER
• ENVIRONMENT CONSCIOUS:- CUSTOMER WOULD PREFER BUYING E-2 WHEELERS THAN
PETROL 2 WHEELER
•INDIAN BRAND:- CUSTOMERS WHO PREFER INDIAN BRAND WOULD BUY AE E-2
WHEELERS
•VALUE CONSCIOUS:- CUSTOMER WHO CAN APPRECIATE THE OVERALL AE OFFERING AND
EXPERIENCE
•TECH SAVVY :- A TECH SAVVY WILL THOROUGHLY ENJOY ITS FEATURES OFFERED
•URBAN RIDER:- A SHORT DISTANCE URBAN RIDER WOULD PREFER IT, THAN A VILLAGE OR
LONG DISTANCE TRAVELLER
•INFLUENCER:- AN INFLUENCER BUYER CAN EXPAND THE AWARENESS BY WORD OF
MOUTH

18. MARKETING DEPARTMENT
•BY CALLING TO CUSTOMER
•BANNER
•HOSTING BIG EVENT
•PARTNERSHIP WITH LOCAL BUSINESS
•DIGITAL MARKETING
•ENVIRONMENTAL CERTIFICATE
•EMAIL MARKETING

19. CONCLUSION
•ATHER IN THE CURRENT SCENARIO HAS STRONG PRESENCE AS IT IS THE 4
TH
LARGEST EV-2 WHEELER
MANUFACTURER IN INDIA..
•THIS START-UP IS GROWING STRONGER AND IS HAVING A PROFITABLE ADVANTAGE IN TERMS OF
RELIABILITY AND TECHNOLOGY.
•ATHER IN THE COMING FEW YEARS SHOULD SERVE MORE CONSUMERS AND SHOULD ASPIRE TO BECOME
A GLOBAL PLAYER IN THE FIELD OF EV 2 WHEELER SEGMENT
•BUT SHOULD PLAN IT’S FUTURE PLANS AND STRATEGIES IN SUCH A MANNER THAN IT COULD GET MORE
CUSTOMERS INTERACTION AND FEEDBACK FOR OVERALL

20. THANK YOU