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100			_aThomason Rajan
245			_aAther Energy’s Trial by Fire on its Electric Vehicle Startup Journey in India
300			_aP 29-43
520			_aTarun Mehta and Swapnil Jain, two IIT Madras graduates, launched Ather Energy Private Limited in 2013. The founders thoroughly analyzed the EV industry and tried to ascertain whether they could produce battery packs specifically for the EV market. Since battery connectors were essential to a car’s operation, Ather’s team created tiny, portable charging connectors and was granted a patent. Because charging outlets were hard to come by and long-distance travel caused anxiety for customers, the company opted to concentrate on long-range battery life. Ather had to move quickly as rivals began to join the market with less expensive imports. Battery pack fire accidents exacerbated the issue. The case examined Ather’s team’s efforts to create and sell an electric car from the ground up, leveraging their retail background to increase sales despite several obstacles. Practical Implications : The case discussed the three main strategic decisions that startups must make: whether to “build versus buy” while maintaining quality, whether to focus on the customer experience as the best form of retail, and whether to focus on customers for the rest of their lives to foster loyalty and steady revenue streams. Originality : A fresh viewpoint on Ather’s startup experience, which was not previously explored in research, was addressed in the case study.
654			_aelectric vehicles India _aAther Energy _aretail experience _aentrepreneurship
700			_aNikhil J
773	0		_080314 _9109598 _dIndia Associated Management Consultants _oJP41 _tIndian Journal of Marketing _x0973 8703
942			_cJA
942			_2ddc
999			_c130343 _d130343