Decoding Manufacturing
Season
1
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Episode
4
Ather Energy: Manufacturing the Future of India’s Electric Mobility
India today has become the hub of electric mobility innovations. Ather Energy, now South India’s largest e-two-wheeler maker, began with a simple insight: electric vehicle technology already existed; it just needed better engineering and scale.
Ather saw India’s vast and demanding two-wheeler market as the ideal launchpad. Unlike legacy brands born from foreign joint ventures, Ather aimed to be a pure technology company. It overinvested in R&D, designed every core component in-house, and built its brand around superior product experience and engineering depth.
In this episode of Decoding Manufacturing with Tarun Mehta, Co-founder & CEO of Ather Energy, he reflects on both the challenges and opportunities of building hardware at scale.
As India cements its leadership in light electric vehicles, powered by strong policy, talent, and rising consumer demand, Ather stands as proof of what’s possible when innovation, design, and manufacturing excellence converge.
We’re looking for the next generation of successful Indian marketplaces. If you’re an early-stage marketplace founder, apply now here or learn more about the #DecodingMarketplaces Startup Hunt.
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We’re building Passionfroot 1, an operating system for creators to manage their business.
We’re based in Europe and raised our $ 3.4m pre-seed round from Creandum and US angels such as Vlad (Webflow) and creators like Ali Abdaal.As we’re creating a new category and as the creator economy is global and mostly online, we’re building from Day 1 a global company and product that helps creators monetize around the world.
This brings a lot of complexities especially in terms of payments and taxes as our early users are based both in Europe and the US and deal with cross-border transactions.What are Do’s and Dont’s for European startups who have a global ambition and build products for a global customer base from Day 1. Anything you would do differently?
Thanks @pjbouten! Love how you’ve thought about incrementally shaping a category with a focus on product and service, and only then thinking about getting the message out there vs the other way around.
And totally agree on the distinctions and overlaps both self-serve and enterprise motions share.
Thanks, PJ, for taking the time to address questions from the great vantage of shaping Showpad into a global, enterprise SaaS brand!