**Ather Energy Unveils Growth Strategy and New EL 01 Platform**
Ather Energy’s Chief Business Officer, Ravneet Phokela, and Co-founder, Swapnil Jain, recently shared insights into the company’s future direction during the annual “Community Day” event. The Bengaluru-based electric scooter manufacturer introduced its innovative EL 01 platform, emphasizing its commitment to expanding its presence in the domestic market, particularly in Central and Northern India. The brand aims to enhance cost efficiency and develop products that facilitate rapid scalability in both domestic and international markets.
In a competitive landscape where rivals like Bajaj Auto faced production halts due to rare earth magnet shortages, Ather Energy experienced significant revenue growth in FY2026. The company surpassed Ola Electric and Bajaj Auto, securing its position as the second-largest electric two-wheeler brand in India with a market share of 17%. Jain highlighted Ather’s strategic approach of “dual sourcing” for critical components, which helped the company navigate supply chain challenges. “For critical parts, we really try to maintain dual sourcing. We also try to keep a decent amount of stock, anticipating any of these challenges,” Jain explained. He also noted that Ather’s use of heavy rare earth magnets is minimal, opting instead for light rare earth magnets.
**Strategic Distribution and New Product Launches**
Phokela attributed Ather’s successful Q1 of FY2026 to its effective distribution strategy, particularly in Central India, where the newly launched Ather Rizta has gained traction. “We’ve traditionally been strong in South India. In the entire south, we are number one by volume. In Gujarat, we hit number one position in the last two-three months. A more relevant product like the Rizta, available in many more places, is where the magic lies,” he stated.
The Rizta represents Ather’s first shift from its performance-centric electric scooters, such as the flagship 450X. “The Rizta addressed a portfolio gap. The 450 is a performance product, and that segment is essentially 20% of the market. Now, even if you dominate that market, you are still playing in the 20%, which is why with the dominant share we were hovering at 9-10% of the overall market share for the longest time. The Rizta allowed us to play the balance 80% of the market, and that’s what has been driving growth,” Phokela added. By the end of FY2026, Ather plans to establish around 700 stores nationwide, focusing significantly on Central India, which is seen as a growth market, while states like Uttarakhand and Uttar Pradesh are viewed as nurture markets.
Earlier this month, Ather also introduced a “Battery-as-a-Service” model, marking a significant step in its service offerings.
**FAQ**
**What is Ather Energy’s strategy for market expansion?**
Ather Energy is focusing on expanding its presence in Central and Northern India, enhancing cost efficiency, and developing scalable products to capture a larger share of the electric two-wheeler market.