Abstract

The case "Ather Energy: Pioneering the Future of Electric Mobility in India" describes how Ather Energy revolutionized electric mobility in India and positioned itself as a torchbearer in the electric two-wheeler market. This case discusses how Ather Energy capitalized on a sustainable production approach and positioned itself as a beacon of innovation and sustainability. It talks about the technology embedded in electric scooters and the necessity of building charging infrastructure in India. The case ends by taking a look at the future plans of the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand Entrepreneurship and innovation
• Understand the first mover advantage
• Importance of experiential marketing
• Importance of innovation marketing

Keywords

Entrepreneurship; Ather Energy; Innovation marketing; Electric Mobility; Sustainable Transportation; Entrepreneurship; Experiential marketing; Electric vehicles; Electric vehicles in India; Innovation