Bengaluru-based electric vehicle manufacturer Ather Energy has strategically shifted its product naming convention, moving from alphanumeric designations to distinctly Indian names such as 'Rizta' and the recently unveiled 'Konarc'. This change, explained by co-founder and Chief Executive Officer Tarun Mehta, is a direct response to customer feedback that inadvertently positioned Ather as a European brand.
From '450' to Indian Roots
Mehta clarified the company's branding pivot following the launch of its inaugural model, the Ather 450. "After naming the first scooter '450' and hearing from customers that we might be a European brand... We did a hard pivot into proper Indian names: Rizta, Konarc," Mehta stated in a post on X. He noted the positive reception, adding, "It's amazing to see our customers showing love and affection for Indian names."
The initial numerical naming convention of the Ather 450 was intended to emphasize its technological prowess. However, this approach inadvertently led some consumers to perceive the company as foreign, prompting the strategic re-evaluation of its brand identity to better resonate with its Indian consumer base.
Broadening Appeal and Market Strategy
The introduction of the Rizta family scooter in 2024 marked the beginning of this new naming strategy, which the Konarc continues. This shift underscores Ather's commitment to strengthening its Indian identity amidst an increasingly competitive electric vehicle market. The company is also expanding its product portfolio beyond performance-oriented scooters to cater to a wider demographic, including families and first-time electric scooter buyers.
Ather Energy is set to launch its first mass-market electric scooter, built on the new EL platform, at the upcoming Ather Community Day on August 29. This launch is expected to further boost the company's market presence.
Surging Demand and Supply Challenges
Mehta also highlighted the significant surge in demand for Ather's electric scooters. During the first quarter earnings call for FY27, he informed analysts that paid pre-orders had increased by an impressive 158% year-on-year, reaching 1.5 lakh units. "Demand has really gone in a very different orbit altogether," Mehta commented.
The overwhelming demand has created supply challenges, with waiting times for new orders in some states now extending to two months or even longer. Many Ather Energy dealers are no longer accepting new pre-orders due to the extensive backlog, indicating strong consumer confidence and market traction for the Bengaluru-based EV maker.