Ather Rizta surpasses 100,000 sales, rides growing demand for premium EVs

The Rizta, Ather Energy’s flagship electric scooter launched on April 6, 2024, whose deliveries began in July last year, has surpassed wholesales of 100,000 units in the domestic market. With total sales of 99,691 units between July 2024 and April 2025, Ather had to sell only an additional 309 units in May 2025 to achieve the 100,000 milestone which was surpassed in the first couple of days of May 2025.

In the last 9 months of FY2025 (July 2024-March 2025), Ather sold 89,639 Rizta e-scooters, which accounted for a 58% share of the EV startup’s best-ever fiscal year sales of 155,405 units in FY2025. This meant that the new Rizta quickly became the Bengaluru-based EV startup’s best-selling product last fiscal, ahead of the 450X (44,391 units, 28% share), 450S (18,999 units, 12% share) and the 450 Apex (2,376 units, 1.5% share).

The Rizta family scooter has given a new charge to Ather Energy’s sales. In FY2025, the flagship EV accounted for 58% of total sales, and in April 2025, 73 percent.

Now, in the opening month of FY2026, the Rizta has further improved upon its growth trajectory. The flagship scooter sold 10,052 units in April 2025, accounting for 73% of the company’s total wholesales of 13,663 units, leaving the balance 27% to its siblings 450X, 450S and 450 Apex. Expect the Rizta to have sold over 10,000 units in May 2025, which would take its cumulative sales since launch to over 110,000 units.

The Rizta, which is marketed as a family scooter, marked a strategic product shift for the recently listed smart electric scooter maker, whose previous three 450 Series models are all zero-emission performance machines. Designed and developed with a focus on practicality – and also to take on the competition in the form of the TVS iQube, Bajaj Chetak and Hero Vida – the Rizta’s highlights include the largest two-wheeler seat in India, ample storage space and a host of user-friendly features.

The Ather Rizta has three variants priced from Rs 104,999 (Rizta S) to Rs 122,000 (Rizta Z 2.9) and to Rs 142,000 (Rizta Z 3.7). While the Rizta S version (2.9 kWh battery) has a 123km range, the Z variant (3.7 kWh) has a 160km range. The Ather Rizta, which was the winner of Autocar India’s Electric Two-Wheeler of the Year 2025 award, goes from 0-40kph in 4.7 seconds. In its jury commentary for the Rizta, Autocar India stated: “The Rizta not only takes Ather Energy more mainstream, but it also happens to be a solidly engineered product that meets the growing customer expectations in this segment. And that’s why it is our Electric 2-wheeler of the Year 2025.”

Successfully tapping the family scooter market
The launch of the Rizta as a premium family scooter to target and tap 80% of the total addressable market has been a successful move, and has given Ather Energy fresh sales traction and a new charge in new markets across India. Demand for the Rizta has risen strongly in Maharashtra, the No. 1 state for e-2W sales in FY2025 as well as Gujarat, helping the company diversify its sales roadmap which till, end-December 2024, was heavily concentrated in South India particularly Karnataka, Kerala, Tamil Nadu and Telangana.

Speaking to Autocar Professional recently, Tarun Mehta, executive director and CEO, Ather Energy said: “South used to be 69% of our sales, now it’s 60% or lower. Non-south sales have been going up, and I’m more bullish about non-south sales now. The north-south market share has almost doubled – 5% to 20%. Maharashtra, 5% to 12%.”

What is also a fact is that growing customer demand for the Rizta has taken away sales from the 450 Series. This was acknowledged by Mehta in the company’s Q4 FY2025 earnings conference call in early May 2025.

According to Mehta, “We have seen some cannibalization for 450 after the introduction of Rizta. Frankly, it's not very different from what we internally estimated. And the reason is simple. We knew colloquially that a lot of customers in many cities were buying an Ather 450 in the past, not because they were necessarily looking for a performance scooter, but for the most part because they wanted to buy an Ather and Ather only had one product. So, they just bought the best possible Ather at that point. But with the optionality of Rizta kicking in, many of those customers would find this more attractive. As our volumes keep going up, I believe that the share of sales of performance and family scooters will more closely mimic what we see wider in the industry. In fact, we are still quite far away from that mean where family scooters are in the industry at 80% and performance scooters at 20 percent.”

He added, “FY2026 might be just the biggest – it should be a bigger year for us compared to FY2025 for distribution. So, as that happens, I think volumes will go up but I would honestly still guide that Rizta will continue winning a bit more percentage market share in our product line compared to 450 in the short term. But honestly, we are quite okay with it as long as 450 has a healthy base of volume.”

What is notable is that despite being just about a year old in the market, the Rizta has carved a strong niche for itself as a premium product. Also, compared to the far wider all-India sales networks of TVS Motor Co, Bajaj Auto or Ola Electric, Ather’s is much smaller at around 350-odd experience centres of which 143 touchpoints were added in FY2025.

Expect the Rizta to continue driving Ather’s growth as its mainstay product in FY2026, which will also see the rollout of the EL low-cost scooter platform that will help Ather Energy spawn a number of mass-market products for both the domestic and global markets. 

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