The automaker on Saturday unveiled its affordable EL platform that can spawn scooters across family, commuter, performance categories.
30 Aug 2025 | 9631 Views | By Kiran Murali
Mass premium electric scooter maker Ather Energy will roll out first scooter based on its newly unveiled EL platform during the festival season of 2026 as the company's strategy this year is centered on enhancing the brand's reach and product experience.
The company's Cheif Business Officer Ravneet Phokela said ...
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Mass premium electric scooter maker Ather Energy will roll out first scooter based on its newly unveiled EL platform during the festival season of 2026 as the company's strategy this year is centered on enhancing the brand's reach and product experience.
The company's Cheif Business Officer Ravneet Phokela said the first model on the EL platform will go for production towards the festival season of next year. EL-based model would be the first to manufactured from Ather Energy’s upcoming facility in Aurangabad.
As part of taking Ather to the main streamlining market, the company is expanding its retail network across the country while simultaneously implementing new software features and rolling out their fast-charging technology ahead of launching new affordable products.
On Saturday, Ather Energy unveiled its first affordable electric scooter platform EL, which the company says is the most versatile and scalable one. The platform can produce a diverse range of scooters, from comnuter and family to high-performance models, offering various battery sizes, wheel dimensions, and dashboard designs.
Ather Energy currently offers two electric scooter models - performance oriented 450X and family scooter Rizta. These models are available in different varaints with multiple battery capacities and are both priced above Rs 1.1 lakh. The 450X first entered the market in 2018, while the newer Rizta model began deliveries in July 2024.
This comes at time when Ather's competitors are also preparing for a showdown in the affordable electric scooter space. For instance, Bajaj Auto is planning an entry-level Chetak, with its launch contingent on the rare earth magnet supply. Similarly, Ola Electric is expected to launch a cheaper model targeting the gig economy. TVS Motor and Hero MotoCorp recently launch new products under Rs 1 lakh segment.
The management believes that it is necessary to expand the company’s presence all across country ahead of launching new products.
"We don't believe we are in a situation where we have to launch a new product every single year just to keep growing. We are still in stage of expanding our presence. Our Rizta is only about 12 months old. We have not still reached the potential distribution," Phokela said.
India's electric two-wheeler market has been witnessing increasing competition recently with legacy OEMs - TVS Motor and Bajaj Auto claiming the leadership. Ather has also seen its market almost double to around 14% on an year-onyear basic during the first quarter of the current financial year, reflecting the robust demand of Rizta and expanding retail footprint.
Ather Energy currently has around 446 retail outlets, and plans to expand it to 700 stores by the end of this year. Co-founder and CEO Tarun Mehta noted that Ather is the number one brand in the Southern market of India, while the company is now focusing on expanding its business across other parts of the country, especially the northern and central markets.