Ather’s factory of future is a charm. The e-scooter maker now wants to twist the throttle on sales.

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Ather’s plant at Hosur, Tamil Nadu; image by Rajiv Ghosh

Synopsis

Ather has spent INR130 crore to set up its plant at Hosur. The company expects to clock monthly sales of a little over 2,000 units, a quantum jump from an average 254 units per month in calendar 2020. With some of the building blocks in place, Ather might focus on volumes hereon. But it has many hurdles to clear first.

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Ather Energy’s new plant in Hosur, Tamil Nadu, gives a glimpse into the future of automobile manufacturing in India. Upon entering the factory compound of the electric-scooter maker, the first thing one notices is the silence — there are no loud clanks of hot steel getting hammered into shape. The absence of an army of welding robots and even a paint shop makes this facility stand out from that of traditional scooter manufacturers. What comes

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