Oben Electric has unveiled its new EVO electric motorcycle, marking a strategic step to expand beyond metro and Tier 1 markets and tap into the next wave of EV adoption across India.
Positioned in the mass-premium commuter segment, the EVO is priced at ₹1,24,999 (ex-showroom), with a special introductory price of ₹99,999 for the first 10,000 customers. Bookings have opened at ₹777, with deliveries scheduled to begin within the next 30 days.
The motorcycle has been developed around four non-negotiables for buyers: design, performance, functionality and safety.
“For a motorcycle consumer, design is the first hook. Performance cannot be compromised because ICE is still a ready alternative. Functionality matters because it is a primary commuter vehicle, and in EVs, safety becomes the fourth critical pillar,” Madhumita Agrawal, Founder and CEO, Oben Electric, told Autocar Professional.
The EVO is powered by a 9 kW motor, delivers a top speed of 110 km/h, and offers an IDC range of 180 km, with a real-world range of around 150 km. The company has also introduced an AI-enabled ‘Smart IQ’ mode, designed to adapt to rider behaviour and improve efficiency by up to 15%.
Alongside performance, Oben is pushing practicality as a differentiator. The motorcycle features a 10-litre storage capacity, including under-seat and tank-mounted compartments, and a longer seat aimed at improving comfort for daily commuting.
Agrawal said the company’s approach has been to first get the fundamentals right before layering on technology. “When you ride, it should feel like a motorcycle—sturdy and reliable. Now we are adding layers of tech, software, and customer experience on top of that,” she said.
Tier 3 and Tier 4 Expansion in Focus
The EVO is central to Oben’s strategy to penetrate deeper into Tier 3 and Tier 4 markets, which the company believes will drive the next phase of growth.
While most of its 6,000-plus vehicles on the road are concentrated in metro and Tier 1 and Tier 2 cities, Oben has already begun expanding into smaller towns. Over the past year, the company has entered around 40 to 45 Tier 4 cities, with early traction exceeding expectations.
“Some of these markets surprised us. The buying capacity, interest and understanding of EVs are clearly there. These are highly aspirational consumers who want a good-looking product at the right price,” Agrawal said.
The company expects Tier 3 and Tier 4 markets to contribute around 20–30% of volumes going forward, supported by a broader product portfolio and deeper distribution.
Oben currently operates around 150 retail outlets across 18 states and plans to scale this to 350 stores within the current financial year, focusing on deepening its presence in existing states.
A key enabler for this expansion is service infrastructure. “Product gives entry into the market, but service keeps you in the market. For smaller towns, trust and service accessibility are critical,” she said.
Funding and Scale to Drive Profitability
A significant part of Oben’s strategy hinges on vertical integration, which the company believes will help manage costs, control technology and improve margins.
The company has internalised key components including the battery, motor, BMS, display and software stack, while continuing to optimise costs across over 400 components.
Oben has raised around ₹300 crore so far and has achieved contribution margin break-even. The next phase will be driven by scale and further cost optimisation, with profitability targeted over the next three years.
To support expansion, the company is preparing for its next round of fundraising, with a Series B expected within the current year.
“Automotive is a capital-intensive business. You need continuous investment until you reach scale and profitability,” Agrawal said.