Battling legacy giants, Ather leans into India’s conventional scooter playbook
Ather Energy is mixing mainstream, conventional scooter design with its proprietary technology to take on traditional industry leaders TVS and Bajaj.
Mehta said the company will not sacrifice brand equity or chase volume purely for market dominance as it enters the competitive ₹1–1.2 lakh price bracket. Instead, Ather is focusing on scaling, expanding annual manufacturing capacity to 920,000 units... [4002 chars]



