Ather Plans Affordable Electric Scooters Under Rs 1.25 Lakh Price Range - Details

Ather Energy is preparing for its next phase of growth by targeting a much wider audience, as the company has confirmed that its upcoming EL platform will be used to develop electric scooters priced in the Rs 1 lakh to Rs 1.25 lakh range, a segment that currently sees the highest volumes in the Indian two-wheeler market.

This move marks a strategic shift for Ather, which has so far been known mainly for its premium offerings like the 450X and 450 Plus. While these scooters helped build a strong brand image around performance, technology and reliability, their pricing has kept them out of reach for many buyers. With this EL platform, Ather wants to change that.

Speaking during the company’s earnings call, Executive Director and CEO Tarun Mehta explained that there is a clear gap in Ather’s current portfolio and he pointed out that once the cost of optional packs is included, Ather does not have a strong presence in the Rs 1-1.25 lakh bracket. Also according to him, the EL platform is designed specifically to address this “white space” and help the company gain healthy market share in a highly

competitive price band.

What makes the EL platform important is its flexible and common architecture,as instead of designing a completely new base for every scooter, Ather will be able to build multiple products on the same foundation. This approach not only reduces development costs but also allows the brand to respond faster to changing customer needs. Simply, Ather can launch more scooters, for different types of riders, without starting from scratch each time.

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The company also clarified that EL will not be limited to just one affordable scooter. Over time, the platform will support expansion across categories where Ather is already strong. From a business point of view, entering the Rs 1-1.25 lakh segment is crucial, as this price range attracts first-time EV buyers, daily commuters and families looking for a practical alternative to petrol scooters. Ather believes that tapping into this space will significantly boost volumes and help the brand grow beyond its current position.

The company did acknowledge that some existing Ather customers might shift from current models to EL-based scooters. However, management said the new platform’s cost structure has been planned in a way that such overlaps can be managed without hurting the overall business.

As for electric motorcycles, Ather confirmed that development work is ongoing, but it remains a separate project. For now, the company’s main focus is to strengthen its scooter lineup, reach more buyers and strengthen its position in India’s fast-growing electric two-wheeler market.