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?

12 December, 202317 min
0
Google Preferred Source Badge
Share
Getting your Trinity Audio player ready...
Ather is gunning for the mainstream

You may also like

Business
Story image

TVS’s premium push runs into starting trouble

Delays, quality complaints and thin deliveries of the Apache RTX 300 risk eroding trust just as India’s third largest two-wheeler maker tries to move upmarket.

Business
Story image

Motilal Oswal Mutual Fund’s inexplicable Ola Electric love

While its peers headed for the exit, the fund house doubled down on the falling stock. The contrarian call now looks expensive—and risky.

Business
Story image

Minus scooters, an empty gigafactory is squeezing Ola Electric dry

The company’s two-wheeler sales are evaporating. But its founder is reframing it as a necessary step to achieve profitability. All while trying to pivot towards becoming a company that sells lithium-ion cells instead of automobiles.