Ather is gunning for the mainstream

The Bengaluru-based startup is looking to widen its appeal with a more affordable, mass-market product. By doing so, can it take on rivals with deep pockets?

It’s an early January morning in Bengaluru and the darkened auditorium, at Palace Grounds, in the middle of the city, is packed with electric vehicle enthusiasts.

There’s a steady excited chatter as the 700-odd people—all owners of Ather Energy’s electric scooters—exchange notes as they wait for the event to kick off. Where they’re from, how long since they’ve gone electric, what they like best, predictions for what the company’s going to unveil. One man in the second row explains how a friend of his drove an Ather from Bengaluru to Delhi, a journey of some 2,000 kilometres, charging here and …


Pranav S.

Pranav is a co-founder at The Morning Context and used to lead the edit team here. He has previously worked as a writer and editor at The Ken and Mint, where he worked on business news from tech to banking to deals. At The Morning Context, he helps manage editorial operations, edits and commissions long-form stories, and writes at the intersections of technology, business and finance.

Head of Desk



Pradip K. Saha

Pradip is a co-founder at The Morning Context and leads our newsletters vertical. He has previously worked at The Ken as a staff writer, at Mint as an assistant features editor and the Deccan Chronicle as a copy editor. He works with a slew of expert newsletter writers across subjects and domains. His own writing spans the gig economy, farmers caught in the crossfire of technology, global warming and parents trapped in the edtech wave. Some of his best stories have come at the intersection of technology and human endeavour.

Editor, Newsletters