Early last year, Ather Energy realised that its electric two-wheeler, the S340 can't launch as per deadline. It was behind, not by a few months but almost a year. Maybe more. That’s when it started introspecting. Top of the list—'We can’t afford to screw this up'
Arundhati Ramanathan, Ashish K. Mishra
Ather missed its launch date by underestimating just how difficult it is to build an automotive company
Building the scooter, the S340, needed a great deal of coordination from its team but it was hampered by an ill-thought out organisation structure
The startup is taking the tougher route of doing everything from designing components to distribution, all by itself.
The electric vehicle market in India has seen too many bad precedents that companies like Ather will have to work to set new benchmarks
At that very moment, you know the man is speaking from his heart. He isn’t just spitting something because he wants you off his back as the question is a little uncomfortable. “Last year was tough,” says Tarun Mehta, co-founder of Ather Energy. “For fundraising. I had almost given up that we would be able to raise any money. But it is not just about the funding. We were way too optimistic on what it takes to build an electric vehicle. We were ridiculously aggressive on our estimates.”
Sign up to read this story for free right now
Stories on The Ken are available only for its subscribers. Join us now to get instant access.
Complete access to all stories on The Ken. Rs. 2,750/year or Rs. 1,200/quarter
Dear subscriber - a lot of hard work goes into the journalism we put out. While sharing snippets or limited screenshots is okay, please avoid printing and sharing our entire articles as PDFs. Our plans are very affordable - please ask your friends to subscribe.