Ather Rizta launched at Rs 1.10 lakh to woo family buyers

In a bid to expand its user base beyond the performance segment, Bengaluru-based Ather Energy launched the Rizta at a starting price point of Rs 1,09,999 for the Rizta S. Targeted primarily at the family-oriented electric scooter buyers of the country, the second version Rizta Z is priced at Rs 1,49,999. 

The all-new Rizta will have 2 models: Rizta S and Rizta Z with a 2.9 kWh battery and a top-end model Rizta Z with a 3.7 kWh. The 2.9 kWh variants will deliver a predicted IDC range of 123 kms and the 3.7 kWh variant will deliver 160 kms.

"Just like the 450 range, where we pioneered many features, Rizta will also pioneer many features for the family segment. The most important consideration for us was space. We ended up building the largest seat in the Indian market," Tarun Mehta, CEO, Ather Energy said. 

The Ather Rizta represents a strategic shift for Ather Energy. Departing from its renowned 450 series, which catered predominantly to a younger, performance-oriented, sporty demographic, the Rizta is tailored specifically for families seeking practicality, comfort, and eco-conscious mobility solutions. 

It comes in two options: Rizta S with a 123 km TrueRange and 105 km TrueRange and has almost double storage space as compared to the market, Mehta said. 

It comes in two modes, Zip and smart eco. Ather currently has one of the largest fast charging networks in India with more than 2400 public charging points. 

"Rizta will upgrade your family scooter experience. We're also coming up with Ather's first smart helmet line Halo and Halo bit which are helmets that one is not forced to wear but would want to wear," Mehta added. 

Halo comes with two speakers by Harman for immersive sound quality along with seamless wireless charging options. Another feature is the Ather Chit Chat, which  enhances conversations between the rider and the pillion. The company also announced integration with Alexa for the Rizta. 

Tarun Mehta and the Ather team have been crafting the Rizta since 2019, with a focus on integrating industry-first features for the family segment. 

Ather Rizta will compete with the likes of TVS iQube, Bajaj Chetak, and Vida V1 Pro. By offering an electric scooter tailored to the practical requirements of families, Ather aims to capture a significant share of the burgeoning electric scooter market.

Despite primarily operating in the performance segment (which makes up just 15% of the overall market), the company has seen impressive growth, with retail sales reaching 1,08,870 units in FY24 – a 41.50% increase from the previous fiscal year which has translated into a 12% market share for the company, up from 10.56% in FY23.

"In 2019, we saw ourselves as a niche player, something that will be limited to 30 cities or so. But we sell more in tier 2 markets. In fact, it's difficult to sell our entry level products," Mehta adds. 

The launch of the Rizta comes at a pivotal moment for Ather Energy, as the government subsidy on electric vehicles is set to expire. While the impact of this subsidy withdrawal on the retail price of the Rizta remains to be seen, Ather is poised to leverage its manufacturing capacity to meet the anticipated surge in demand.