How can one Signature Change the Future!

To create a niche market is one of the toughest things in the world. It is like swimming against the tide, and only companies with great resolve can do this. They will have to do a lot of convincing, show that their product offers the value for the money paid, come with attractive offers to lure customers, and establish their brand. As spectators / market observers, we don't often get to see companies doing this. However, there is one brand trying to establish itself in the market now with all enthusiasm and passion - Ather 450(TM), and Ather 340(TM) from Ather Energy. Their promotions and advertisements have made the brand name familiar and their advertisements have also reached the millennials because of their social media presence. They are also working fervently on the ground in establishing an extensive charging network and have made a promise that they will make charging points available one every four km, which in itself is an ambitious target. Also, this company is providing 'hard to ignore' offers like Charging Cost reimbursement which essentially translates to 6 months of no fuel costs (that's a wow at this day and age)!

Now with all this, why wouldn't any buyer take the plunge and buy this EV? This looks like the answer to the problems caused by rising carbon dioxide emissions. Why wouldn't any person who is looking to reduce his carbon footprint not take the plunge and buy this? If the Government of India decides that it is going to be supporting the EV movement by increasing subsidy and introduce NO GST for the same, EVs could become a pocket-friendly proposition.

Every petrol/diesel vehicle sold and sent out to our road is a mini carbon dioxide factory which, if it burns 1 litre of petrol will produces 1294 litres of carbon dioxide (assuming petrol is only octane). Diesel will be much more than this value. With the number of vehicles powered by fossil fuels being added every day on a regular basis, we are not taking a step forward towards solving the global warming crisis. Instead, we are taking ten steps backwards deep into the crisis.

By introducing tax cuts for EVs in India, the Government is not losing revenue. Instead, it is investing for a cleaner and greener India and ushering in the much needed change for a highly populated, highly responsible, global power, the Republic of India.

I sincerely hope that Ather energy is successful in building a Niche market for electric scooters and may they also reap the economic benefits of being the first. I hope the Government goes a step further than what it is currently doing in guiding such businesses to the path of success. Let Ather Energy become a successful case study in future Business school books.