Ather Energy is set to expand its product portfolio with the launch of a new electric scooter targeting the Rs 1 lakh to Rs 1.2 lakh price segment, the largest category in India's electric scooter market. The move marks a strategic shift for the Bengaluru-based electric vehicle manufacturer as it seeks to broaden its customer base following its successful public listing and qualified institutional placement (QIP).

Speaking at the News18 Rising Bharat Summit South Edition, Ather Energy Co-founder and Chief Executive Officer Tarun Mehta said the company intends to establish a presence across all major price points rather than focusing only on the premium segment. He emphasized that the upcoming scooter has been developed on an entirely new platform instead of being a lower-cost version of the company's existing products.

Ather initially built its brand with the premium Ather 450, priced at around Rs 1.65 lakh, before expanding into the family scooter segment with the Rista, which is priced between Rs 1.3 lakh and Rs 1.5 lakh. According to Mehta, the Rista significantly boosted sales, while growing demand from western and northern India, supported by the company's network of around 700 retail stores, encouraged Ather to enter the more affordable mass-market segment.

Mehta noted that electric vehicles have evolved beyond being products for early adopters, with consumers increasingly viewing them as a practical mobility solution. He added that expanding into a lower price segment is essential to encourage more buyers to transition from conventional two-wheelers to electric vehicles.

Commenting on the company's journey as a listed entity, Mehta said the IPO process helped Ather engage with public market investors and improve communication around its long-term business strategy. He highlighted that technology ownership, intellectual property, and product design remain central to creating value in manufacturing.

Mehta also stated that Ather's listed status has enhanced its credibility among suppliers, dealers, and customers by reinforcing governance standards and increasing trust in the brand. Despite the company's rapid expansion, he said product development continues to remain his primary focus, with designing innovative products and communicating their value to customers being the most rewarding aspect of building the business.