How did Ather 450 achieve early success despite high initial production costs and single-source suppliers?
Co-Founder & CEO at Ather Energy
On paper, the initial rollout of the Ather 450 was financially irrational. The unit cost was nearly 3.7 lakh rupees while we retailed it at 1.2 lakh rupees, our factory produced only twelve units weekly, and our supply chain relied on single vendors. However, because the riding dynamics, digital dashboard, and performance were materially superior to anything in the market, early adopters evangelized the product and gave us the momentum to scale manufacturing.
This answer is part of a full interview with Tarun Mehta, Co-Founder & CEO at Ather Energy.
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