Ather Energy targets 90% of India's e-scooter market with an affordable e-scooter

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Ather launches affordable e-scooter

Highlights

Ather Energy launched the Konarc e-scooter in the ₹1 lakh to ₹1.25 lakh price segment, targeting 80-90% of the affordable e-scooter market.
Ather will cut Rizta output by 30-40% to make way for Konarc production, and total monthly production capacity will reach 77,000 units once the Sambhajinagar plant is operational.
Ather introduced the Ather Node charging system, which will be installed in apartments and commercial buildings to solve the problem of home charging.

This article was translated from the original. Read the original version by our correspondent here.

Betting on a New Platform and Price Segment

According to Forbes India, this new model from Ather Energy enters the ₹1 lakh to ₹1.25 lakh price range, where the company previously had no direct presence. Co-founder and CEO Tarun Mehta said that Ather previously had products for different customer segments with the 450 Series and Rizta, but did not have competitive price points.

According to the company, Konarc is its first product built on the new EL platform, developed for lower costs and large-scale expansion. The scooter comes in six variants across S and Z trims, with a claimed IDC range of 100 km to 200 km.

Mehta said that with all Konarc variants coming to market and increased capacity over the next year, the company will have a strong offering in this price segment. He added that this will allow Ather to cover 80-90% of the market with good options, and Konarc is expected to have better gross margins than Rizta.

The company also believes that the electric two-wheeler market is moving beyond the early adopter phase. That's why Konarc has been given a familiar, traditional scooter look to make the transition easier for mainstream buyers moving from petrol to EVs.

Capacity Pressure and Charging Infrastructure Challenges

Ather's Hosur plant currently produces 35,000 units per month, while the company estimates it is already unable to meet 13,000 to 15,000 units of monthly retail demand. This is reflected in dealer inventory, which dropped to just three days in Q1 FY27, compared to 14 days in the previous fiscal's Q4.

To make room for Konarc, Ather plans to cut Rizta production by 30-40%. Mehta said that real expansion for Konarc will happen in four months when the Sambhajinagar plant becomes operational; with the first phase starting in Q4 of this fiscal year, the company's total monthly capacity will reach 77,000 units.

In terms of market share, Ather ranked third in July with a 14.85% share, while TVS Motor and Bajaj Auto together held nearly half the market. Entering the lower price segment is thus both a move to boost sales and respond to competitive pressure.

At Ather Community Day, the company also introduced Ather Node, a charging system for apartment complexes and commercial buildings. Co-founder and CTO Swapnil Jain said its aim is to solve the problem of home charging, as providing home charging solutions is essential to adding more customers; it is not designed as a revenue-generating product.

We previously reported on Mahindra Last Mile Mobility's plan to expand capacity, where the company said demand is strong but supply chain constraints are the biggest challenge for deliveries. That article also mentioned that the company aims to start the IPO process in 18–24 months and plans to use the capital raised for capacity expansion and new product development.

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