TVS and Bajaj outsell Ather. A new scooter could flip the equation
The post TVS and Bajaj outsell Ather. A new scooter could flip the equation appeared first on The Ken .
TVS and Bajaj have seen increased scooter sales, with a new entrant, Ather Energy, challenging their dominance. Ather is set to launch its mass-market scooter, Konarc, on 29 August. The company, backed by Hero Motorcorp, is focusing on expanding its presence in North India, targeting a price bracket from Rs 1–1.2 lakh. Konarc aims to bolster Ather's position in regional markets like Tamil Nadu and Maharashtra, where its existing models are popular.
The company is also constructing a larger manufacturing facility in Aurangabad, Maharashtra, to support production capacity, which will increase from 35,000 units to 77,000 units by the start of FY28. Ather plans to add more experience centers, aiming for 1,500–2,000 nationwide stores. Despite the competition, Ather is cautious not to introduce products below Rs 1 lakh, prioritizing brand equity.
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