Ola E-Scooters – Will The Ride Be Enjoyable?
- By Dr M Rammyaa and Dr K Rajeshwari
- September 02, 2021
The rising impact of carbon footprint and deterioration of air quality have been major concerns across the globe. The state and central governments have introduced various subsidies to reduce vehicle emissions. As sustainability goes mainstream, automobile companies are investing heavily in electric vehicles that are environmentally friendly. Multinational ride-sharing company Ola has recently launched its ‘e-scooter’, and this would be a welcome move. Ola has strategised the right product, the right promotion – all at the right time. Digital access, big boot space, keyless, fast charging… all go into the right product, the Ola e-scooter! Tweet by tweet, Ola has generated excitement from ground zero till launch. Why will customers buy Ola e-scooter? How it is beneficial to the environment? Two variants, 10 colours, all contributing to the right promotional vibes! Its timing is also perfect – people have become more conscious about the environment during the pandemic.
But are these points enough? Ola’s long-term success will depend on numerous other factors such as the right price, the right supply chain configuration and formulating the right strategy to reach the target audience.
What’s the right price?
India is a price-sensitive market. The key challenge in front of Ola is to provide a new experience at an affordable cost. The majority of the two-wheeler population falls into the middle-income group segment. This segment of consumers primarily looks for a fair economical price while buying any new product. In 2021, two-wheelers sales reached 151.19 lakh units (IBEF, 2021). Scooters are available in India at a price range of INR 40,000 to INR 130,000. Ola S1 and S1 pro are priced at INR 99,999* and INR 129,999*, respectively. (*Prices may vary according to region and subsidies). The average price of a scooter today for the middle-class segment is between INR 50,000 and INR 70,000.
What’s the right Supply Chain Configuration?
The company must get its supply chain intricacies right as this important driver increases the cost. Ola is going to deliver directly to the customer. The direct model benefits Ola in the short run in reducing the advertising and overhead costs, eliminating dealership costs and working closely with consumers. Consumers also benefit from the closeness and individual care they receive from direct sales. On the manufacturing side, the direct model cuts out intermediaries, and they can follow lean inventory and save inventory costs. But the company should look holistically and balance inventory costs along with the transportation costs in the long run. Transportation costs (especially outbound costs) will be more in the direct model. Ola must learn from its previous experiences in this regard and focus on the after-sales service and support space. It’s easy to persuade the customers to buy, but the experience thereafter needs to be good too.
What’s the right strategy to reach the customers?
Understanding the mobility landscape and focusing on the right strategy to reach the target audience is one of the most important aspects of the business continuum.
The changing mobility landscape
The automobile industry is evolving fast and technology has brought a remarkable shift in manufacturing, assembling products, processes and the way we drive thanks to Industry 4.0 revolution – Internet of Things (IoT), Artificial Intelligence (AI), Machine Learning and Robotics applications. The technology revolution in the global automotive sector is known as the CASE (Connectivity, Autonomy, Shared mobility and Electrification) technologies (Deloitte, 2020). Staying relevant and up-to-date on contemporary technological innovations is key for the automobile industry.
With every passing day, new challenges and opportunities emerge.
1. Supply chain disruptions: The extended Covid-19 pandemic unequivocally affected the Indian automobile industry which was just surviving with a reverse gear in demand. During March-July 2021, the industry witnessed colossal interruptions due to semi-conductor chip shortages.
2. The transition from BSIV to BSVI emission norms: This is one of the pressing challenges that the automobile industry is facing. With changes in government regulations, it becomes difficult to sell old BSIV vehicles. This has led to a rise in the inventory of BSIV vehicles.
3. Non-Banking Finance Corporation (NBFC) Liquidity Crisis: NBFCs have been a major strength of the automobile industry as they are the key lenders for financing automobile purchases in semi-urban and remote villages where credit accessibility from the banks is normally difficult. NBFC’s liquidity crisis severely crushed many sectors, and the automobile industry is one of the major ones that it took a high toll on.
4. Urbanisation: Urbanisation poses another challenge for the automobile industry. Availability of other car rentals and non-availability of parking space in the metropolitan cities has made individuals defer their vehicle purchasing decisions.
5. Rising fuel cost: Change in GST-related tax structure, volatility in fuel prices, increased interest rates and insurance premium resulted in a steep sales drop of two-wheelers and four-wheelers. The Insurance Regulatory and Development Authority (IRDA) revised its insurance standards in September 2018, which resulted in increased insurance costs for two-wheelers and passenger vehicles (PV).
6. Growing demand for alternatives: Due to Covid-19, people may switch to personal mobility instead of shared mobility as a safety measure. Service-based models such as rental cars, pay-as-you-go models may kick-off.
Focus on the right positioning strategy
Arriving at the right positioning strategy involves recognising users’ distress areas and addressing them, in addition to providing them with key benefits.
Identifying the appropriate consumer segment is critical. Analysis of the current micro, macro-environment, market conditions, competition and economic swings is important, but the focus should be more on categorising consumers who have a high probability of purchasing e-vehicles. This entails understanding the consumer’s lifestyles, values, attitudes and buying behaviours. For instance, studying different generations provides a clear understanding of consumption behaviours during a particular period and how it differs across other age groups. It helps to appreciate how diverse formative habits, experiences and lifestyles relate to the ageing lifeycle. Usually, a generation refers to groups of people born over a span of 15 to 20 years, such as the Millennial generation. There is no definite start and end date for Millennials. Those who were born after 1980, i.e. between 1981 and 1996, are widely considered as Millennials (Pew Research Centre, 2019). The rise in the income level of Millennials and a higher variety of choices changed the mobility landscape. These particular segments dominate in terms of size as a result of a growing middle-upper class and a young populace. The evolution of the technology revolution also changed the way Millennials drive and their preference for mobility. Millennials are more conscious of being environmentally friendly; they prefer walking or using public transport due to affordability as compared to huge purchase and maintenance cost in owning a vehicle. Unlike the elder cohorts, many of the Millennials do not want to own a car; instead, they prefer scooters and shared mobility. (Deloitte,2019)
Recognising consumers’ distress points
Spotting the consumers’ pain points early will pave way for smooth penetration in the long term. For example, it takes two minutes to fill the fuel, but what about charging? Unlike conventional two-wheelers, consumers need to spend additional time for charging. Though consumers can charge in-home, Ola is also planning to put up hyper charging stations across the country to reduce the anxiety of riders.AI and customisable digital screens make consumers remain always connected, but there’s a flip side to it too. These digital screens and music apps will distract the riders during rides. Limited (two) variants, charging time, battery replacement cost anxiety and technical issues in sharing apps would also pose as shortcomings in the current options. Identifying consumers’ distress points with the current options may reveal opportunities on how to position the Ola e-scooters. Based on that, the company can create a tailored user content that will result in a greater possibility of converting them as brand evangelists for Ola e-scooters so that they will share their wonderful experiences with the public at large.
The Ola e-scooter is a potential disruptor in the mobility space. While there is a lot of excitement and eagerness to embrace the product, the organisation has to put in place a sound strategy in order for us to enjoy the ride!
References:
1. https://www.ibef.org/industry/india-automobiles.aspx assessed on 15th August 2021
3.https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
Keeping true to the motto of offering classic two-wheelers, revoking the spirit of Jawa and Yezdi motorcycles of the yesteryears, Jawa Yezdi Motorcycles has unveiled the new Yezdi Adventure motorcycle that combines retro styling with modern technological developments that are desired of the customers and dictated by the regulations.
Indicating a clear improvement over the first generation Jawa and Yezdi machines, an outcome of research and development as well as the efforts to understanding the needs and aspirations of the customers, the company has treated the new Adventure machine with a classic-ADV styling, which includes a redesigned main cage, a rally-style peak and striking new colours.
Drawing attention are the striking looking twin LED headlamps (of Lumax make) at front. Balancing aspirational details and practical accessibility, the skeleton-like structure that works as a protection on either side comes into view. It partly covers the large, 15.5-litre large tank and acts as a protector in case of a fall so that the tank is not damaged. The structure could be also used to mount a small auxiliary fuel tank on either side in case of a long, arduous journey through a desolate countryside.
The rear styling of the new motorcycle includes twin LED tail lamps. It marks a near complete redesign of the rear portion over the model it succeeds. With a manufacturing facility at Pithampur near Indore and a research and development centre in Pune, the company, which is said to be in the process of developing a more powerful 450 cc engine for its next line of products, has equipped the new (2025) Adventure motorcycle with a 334 cc ‘Aplha 2’ liquid-cooled single cylinder fuel injected engine that is OBD2 and E20 compliant. The bore and stroke of the engine is 81 mm and 65 mm respectively.
Entering a market that is roughly defined as ‘mid-size adventure’ motorcycle market that consists of the Hero Xpulse, KTM 390 Adventure, Royal Enfield Himalayan 450 and a few others, the new adventure-tourer motorcycle is equipped with an advanced advanced traction control system that incorporates three ABD modes – Road, Rain and Off-road.
Working to expand its dealer network to 500 numbers by the festive season from the current count of around 300, the company has engineered the ABS such that it is switchable for varied terrain.
The motorcycle has been engineered to offer a seat height of 815 mm to suit riders of diverse heights. The gearbox is a six-speed constant mesh variety where the first few ratios are designed to ensure a strong thrust (the kind that is favourable during off-road riding) and the later ratios are designed to be wide enough to support on-road touring.
Featuring an adjustable windscreen and a digital instrument cluster, the new motorcycle has seen gear-based fuel mapping for smooth power delivery across the rev range.
Available in six distinctive colours, the machine is priced upwards of INR 214,900 and up till INR 226,900 ex-showroom Delhi. Price wise, it is approximately INR 80,000 less than the Royal Enfield Himalayan 450.
Speaking at the launch with Boman Irani of the erstwhile Ideal Jawa Mysore, in Mumbai, Anupam Thareja, Co-Founder, Jawa Yezdi Motorcycles, said, “We have created India’s most honest adventure touring motorcycle. We did it with our signature style – it is a classic and it is a Yezdi.” “It is a motorcycle that the Indian adventure bikers were waiting for with the right combination of design, technology and performance born of India roads,” he explained.
- TVS Motor Company
- Indian Motorsport
- Official Race Machine Provider
- Apache GP200 R
- MIC Chennai
- FMSCI
- MMSC
- National Championship Pro Stock 200
TVS Motor Company Begins A New Era In Indian Motorsport
- By MT Bureau
- June 03, 2025
TVS Motor Company has become the official race machine provider for the National Championship Pro Stock 200 class at the 2025 Indian National Motorcycle Racing Championship (INMRC), which is scheduled from 6 June 2025 to 8 June 2025 at MIC, Chennai.
This is the first time in the history of Indian motorsports that a brand has been entrusted to design, develop and provide race-tuned motorcycles specifically for the National Championship. The breakthrough paves the way to democratise two-wheeler racing, making it easier and more affordable for independent racers to participate, reflecting FMSCI and MMSC’s vision of expanding competitive motorsport.
The National Championship Pro Stock 200 at INMRC 2025 is a new and exciting format introduced by the MIC to elevate competition and support independent racing teams. As part of this development, TVSM will provide race-tuned TVS Apache GP200R motorcycles to independent teams, who will engage their racers to compete in this championship class.
PETRONAS TVS Racing team will provide complete technical support and machine service and maintenance to ensure peak performance throughout the season. With 20 years of TVS Apache’s racing heritage behind it, this milestone marks a powerful step forward in Indian motorsports. The selection process for participating teams and racers was recently concluded at the Madras International Circuit on 28 May 2025. Seven teams and twelve racers have been selected for this dynamic new class.
Vimal Sumbly, Head - Premium Business, TVS Motor Company, said, “At TVS Motor Company, our racing DNA drives us to innovate and lead from the front. We are proud to be the first two-wheeler manufacturer in Indian motorsport history to provide race-tuned machines to independent teams for the National Championship. This landmark development, supported by the vision of the Madras International Circuit makes it easier and more affordable for independent teams to participate and compete at the highest level. This year holds even greater significance as we mark two decades of our flagship performance brand, the TVS Apache – a true embodiment of our ‘Track to Road’ philosophy. As we charge into the new season, we aim not just to race, but to raise the bar for motorsports in India once again.”
The specifications of the race-tuned Apache GP200 R are,
Displacement: 200 cc
Kerb Weight: 105 Kg
Maximum Power: A 40 percent increase from 19.5 bhp
Top Speed: Over 155 kmph
The modification details include a modified cylinder head for higher volumetric efficiency, high lift camshaft, high compression ratio, advanced ECU with closed-loop control, quick shifter, data logging capabilities, fine-tuned induction and exhaust system, adjustable front and rear suspension, aerodynamic bodywork, lighter racing wheels, aluminium subframe, and higher brake power.
Ather Rizta Crosses 1 Lakh Unit Retail Sales Mark
- By MT Bureau
- June 03, 2025
Ather Energy Limited has announced that its family scooter, the Rizta, has crossed the one lakh unit retail sales milestone within a year of its launch. The e-scooter has received a strong response from family scooter buyers across India, since its unveiling in April 2024, contributing to significant growth in Ather’s market share.
Commenting on this milestone, Ravneet Phokela, Chief Business Officer, Ather Energy, said, “Hitting the one lakh milestone with the Rizta is a big moment for us. The Rizta, which was built from the ground up with a focus on addressing the needs of Indian families, has played a key role in expanding our reach and connecting with a much wider set of customers. It combines practically everything a family scooter needs: a spacious and comfortable seat, ample storage, safety features, and reliability to make every day commuting effortless.” “All of this is packaged in great design that Ather has come to be known for. In less than a year since its launch, the Rizta has helped us grow our market share significantly across multiple states, broadened our consumer profile, and accelerated adoption in states where our presence was earlier limited,” he added.
Expanding the reach of Ather Energy into the family e-scooter market that has the likes of TVS iQube, the Rizta is claimed to have contributed to its manufacturer’s efforts in states like Gujarat, Rajasthan, Maharashtra, Madhya Pradesh, Odisha, and Chhattisgarh to scale up. This is particularly said to be the case in the second quarter of FY25. The family e-scooter is known to account for around 60 percent of the total sales to date.
As per the Vahan data, Ather Energy has described itself as the Number one brand in South India with the 450 and Rizta as the products. The Rizta features a 56-litre under-seat storage space; a wide and comfortable seat; a spacious floorboard; ‘SkidControl’ traction control system that manages motor torque to prevent loss of traction on low friction surfaces like gravel, sand, water or oil; tow and theft alert, which notifies the owner about any unauthorised movement of their scooters; emergency stop system which flashes the tail light rapidly to indicate to the vehicle behind that you’re coming to a sudden halt; a software enabled ‘Live Location Sharing’ which is a part of the AtherStack 6 and allows riders to share their location with a preset contact in just a few clicks and enhances the safety of riders in emergency situations, and Google Maps on the dashboard for easy navigation.
The electric powertrain of the family e-scooter is similar to that of the 450.
India Yamaha Motor Introduces 5-year Road Side Assistance Program
- By MT Bureau
- May 30, 2025
Japanese two-wheeler major India Yamaha Motor (IYM) has introduced five-year Roadside Assistance (RSA) program, as part of its 40-year milestone in India.
The program will offer customers an extended RSA program for five years at just INR 975, which will bring forth peace-of-mind, especially during an unforeseen on-road emergency.
The company will provide – towing support in case of breakdown or accident, battery jumpstart assistance, flat tyre support, running repair services for minor issues and medical assistance in case of emergencies.
The new initiative will further complement Yamaha’s recent 10-year ‘Total Warranty Program’, which offers customers to get 2+8 years extended warranty.
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