Ather, which was a pioneer in bringing premium electric scooters in India, appears to have some big intentions. The Bengaluru-based startup, which is currently making headlines for its Ather 450 Apex, is now planning to make a presence in different categories and will be launching the family scooters in the Indian market in a few months. However, the company does not intend to launch a low-cost scooter priced under Rs 1 lakh.

Ather Scooters Under Rs 1 Lakh?

In an interview with Jagran English, Ather's Chief Business Officer, Ravneet Phokela, revealed that the brand's next move will be the launch of a family scooter. When asked about the company's plans, he stated that there are no plans to introduce affordable scooters. "We have no plans for entering the low cost market."

Explaining about the strategy he explained “There will always be a low-cost market, but we want to focus on our strengths. Our strength is high quality, cutting-edge technology, and extensive experience, which is what distinguishes Ather.”

"We believe there is a sizable consumer market at the pricing points we are currently at."

"It's not in the company's DNA. We believe in offering premium scooters, which may be irrelevant to the audience we serve, and that is why we do not want to compromise on quality," he continued.

Ather To Be Global Market:

Ather started exporting to Nepal a few weeks ago. The company is now planning to grow. During the discussion, Phokela stated that there is increasing demand in worldwide markets, but the organisation has to understand the demographics.

“We are looking at Nepal's answer, but first we need to understand how the worldwide market works. Ather will grow into new markets in the coming quarters,” he said.

Will There Be Any International Specific Product?

In response to questions, he hinted that the company may introduce the same product lineup with the desired regulatory changes as well as market-required tweaks. However, it is unlikely that the company will introduce region-specific products anytime soon.

“Once we enter a different geography, we will study if there’s a need for a different product or a bigger opportunity, then we can introduce the product. Right now it's too early,” he said.

Will Ather Introduce Bikes As Well?

Phokela went on to say that after catering to the performance scooter and family scooter markets, Ather may bring bikes three to five years down the road.

“While the Performance scooters continue to be updated and we expand into the family segment with new models, we will also introduce the Ather bikes in the next 3 to 5 years.”