Contact UsDMCA policyAbout UsPrivacy PolicyTerms of UseDisclaimerCookie Policy
Trending
How to Detect Malware in Your BrowserExploring the Benefits of Popular Dietary Supplements: What Science SaysUnderstanding Z-Library: Bottom line on Legality and SafetyThe healthcare sector is complex and ever-evolvingEstablishing a Comprehensive Patient Safety ProgramTips for Overcoming Substance Use DisorderHow To Recognize Signs of Mental IllnessLeveraging Fashion Trends While Maintaining IndividualityTips for Utilizing Knowledge Management ToolsTeam Collaboration: Using an Action Plan Template for Group Projects
Home › Automobile

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

Emma WillsonFeb 15, 2021Automobile
Ather’s factory of future is a charm. The e-scooter maker now wants to twist the throttle on sales.


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.

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

BY

  • GIFT ARTICLE
  • FONT SIZE

    AbcSmall

    AbcMedium

    AbcLarge

  • SAVE
  • COMMENT

    • Sign in to read the full article

    You’ve got this Prime Story as a Free Gift

    Yearly

    (Save 49%)

    ₹2499

    15
    Days Trial
    +Includes DocuBay and TimesPrime Membership worth ₹1499 & ₹999 resp.

    2-Year

    (Save 63%)

    ₹3599

    15
    Days Trial
    +Includes DocuBay and TimesPrime Membership worth ₹1499 & ₹999 resp.

    Already a Member? Sign In now

    Why ?

  • Access the exclusive Economic Times stories, Editorial and Expert opinion

  • Clean experience with
    Minimal Ads

  • Comment & Engage with ET Prime community

  • Exclusive invites to Virtual Events with Industry Leaders

  • A trusted team of Journalists & Analysts who can best filter signal from noise

    • var objSec = {template: 'primearticleshow', msid:'80942527', secNames: ['prime','auto-aviation'],secIds:['2147478050','60000487','60187459']};

    var tmplName = tpName="primearticleshow",lang = '',nav_sec1,newHookId,subsec1_value,subsec1_common = '60000487',newHookId2,subsec2_value,subsec2_common = '60187459'; var objVc = {version_on:'20210216034258',js_newyearsale:'8',js_etsubscription:'1',js_onboarding_popup_sh:'6',js_comments:'111',js_googleslock:'782',js_googlelogin:'56',js_common_buydirect:'749',js_bookmark:'18',js_login:'46',js_datepicker:'2',js_electionsmn:'22',js_push:'54',css_buydirect:'14',js_tradenow:'19',js_commonall:'138',lib_login:'https://jssocdn.indiatimes.com/crosswalk/jsso_crosswalk_legacy_0.5.9.min.js',live_tv:'{"onoff_flag":"0","platform":"desktop","sections":["79755474","1715249553","13352306","13357270","897228639","1466318837"],"pages":"all","auto_open":"1","default_tv":"1","timePeriod":{"showTimeFlag":false,"fromTime":"","toTime":""}}',global_cube:'0',global_cube_wap:'0',global_cube_faces:'2',global_cube_fullad:'0',global_cube_landingon:'sensex',global_cube_wap_url:'https://m.economictimes.com/iframe_cube.cms',site_sync:'0',adx:'1',amazon_bidding:'1',js_newsltrpopup:'119',nlExpiry:'864000',nlReloadExpiry:'30',fan_ads:'0',trackAdCode:'0',ajaxError:'1',oauth:'oauth',planPage:"https://economictimes.indiatimes.com/plans.cms",planPageTest:'https://economictimes.indiatimes.com/plans.cms',subscriptions:'subscriptions',krypton:'kryptonp',apw:'apw',nlSubscribe:'etsub3'}; if(window.location.host == 'economictimes-pp.indiatimes.com') { objVc.oauth="oauth-pp"; objVc.krypton = 'krypton-pp'; objVc.subscriptions="subscriptions-pp"; objVc.apw = 'apw-pp'; } var objDim = {d52:'nature_of_content',d96:'continuous_paywall_hits',d95:'monthly_article_count',d10:'user_login_status_hit',d54:'content_shelf_life',d98:'daily_paid_article_count',d53:'content_target_audience',d97:'monthly_paid_article_count',d12:'tags_meta_keyword',d56:'degree_of_conten',d11:'content_theme_the_primary_tag',d55:'content_tone',d14:'special_coverage',d58:'et_product_item',d13:'article_publish_time',d16:'video_embed',d15:'audio_embed',d59:'show_paywall_final',d61:'paywall_probability',d60:'paywall_score',d63:'paid_articles_read',d62:'eligibility_paywall_rule',d65:'bureau_articles_read',d20:'platform',d64:'free_articles_read',d23:'author_id',d67:'loyalty',d66:'article_length',d25:'page_template',d24:'syft_initiate_page',d68:'paywall_hits',d27:'site_sub_section',d26:'site_section',d29:'section_id',d28:'prime_deal_code',d70:'us_election_2020',d72:'paywall_experiment',d71:'plan_group_id',d32:'prime_article_read_before_syft',d75:'watchlist_active_status',d34:'content_age',d33:'prime_article_read_before_success',d36:'sign_in_initiation_position',d35:'subscription_method_hit',d37:'user_subscription_status',d1:'et_product',d2:'blocker_type',d3:'user_login_status_hit',d4:'agency',d5:'author_name',d6:'cms_content_publishing_type',d7:'content_personalisation_level',d8:'article_publish_date',d9:'sub_section_name',d40:'freeread',d45:'prime_hp_ui_template',d47:'prime_hp_ui_content_b_color',d46:'prime_hp_ui_content_size',d49:'syft_initiate_position',d48:'content_msid',d92:'last_click_source',d50:'signin_initiate_page',d94:'daily_article_count',d93:'internal_source'};var serverTime="02.16.2021 03:45:10";var WRInitTime=(new Date()).getTime(); (function () {if (self !== top) {var e = function (s) {return document.getElementsByTagName(s)}; e("head")[0].innerHTML = '

    '; setTimeout(function () {e("body")[0].innerHTML = ''; var hEle = e("html")[0]; hEle.innerHTML = 'economictimes.indiatimes.com'; hEle.className=""; top.location = self.location; }, 0);}})();

    _log = window.console && console.log ? console.log : function () {}; // Creating Elements for IE : HTML 5 and cross domain checks (function () { var elem = ["article", "aside", "figure", "footer", "figcaption", "header", "nav", "section", "time"]; for(var i=0; i<=elem.length-1; i++) {document.createElement(elem[i])} var hd = 'indiatimes.com', dd = document.domain,intv,intv2,fo; if (dd != hd && dd.indexOf(hd) != -1) {document.domain = hd} })(); var intv,intv2;var fo; if(subsec1_value == '1715249553' && subsec2_value == '1052732854'){ subsec1_value = newHookId = '1052732854'; // politicsnation }else if(subsec1_value == '1715249553' && subsec2_value == '1373380680'){ subsec1_value = newHookId = '1373380680'; // Economy } if(optParam != "1") { customDimension = window.customDimension || {}; var _gaq = _gaq || []; var customDimension = customDimension || {}; var analytics_js_path="https://www.google-analytics.com/analytics.js"; (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script',analytics_js_path,'ga'); var gaProperty = 'UA-198011-5'; var disableStr="ga-disable"; if (document.cookie.indexOf(disableStr + '=true') > -1) { window[disableStr + '-' + gaProperty] = true; }

    ga('set', 'anonymizeIp', true); ga('create', gaProperty, 'auto', {'allowLinker': true}); ga('require', 'linker'); ga('linker:autoLink', ['economictimes.com']); ga('require', 'displayfeatures'); window.optimizely = window.optimizely || []; window.optimizely.push("activateUniversalAnalytics"); ga('require', 'GTM-WV452H7'); customDimension.dimension1 = "Prime Plus"; customDimension.dimension4 = ""; customDimension.dimension5 = "Rajiv Ghosh"; customDimension.dimension6 = "Native - 80942527"; customDimension.dimension8 = "Feb 16, 2021"; customDimension.dimension9 = "Auto + Aviation";

    customDimension.dimension12 = "Amazon,Tork Motors,Bengaluru,Pune,Honda"; customDimension.dimension13 = "02:42 AM IST";

    customDimension.dimension15 = "No"; customDimension.dimension16 = "No"; customDimension.dimension23 = "479251320"; (function () { var a = window.localStorage && localStorage.getItem('et_syftCounter') || ''; a = a && JSON.parse(a) || {}; if(a.beforeSyft && customDimension) { customDimension.dimension32 = a.beforeSyft; } if(a.afterSyft) { customDimension.dimension33 = a.afterSyft; } })()

    var contentAge="0.04556712962962963"; if(contentAge) { customDimension.dimension34 = contentAge > 2 ? '>48hs':'<48hrs'; } if(customDimension){ customDimension.dimension25 = "primearticleshow"; customDimension.dimension26 = "Prime"; customDimension.dimension27 = "Prime/Auto + Aviation/"; customDimension.dimension29 = "60000487"; customDimension.dimension48 = "80942527"; customDimension.dimension57 = _tiluuid; } var trafficSource=""; function getjStorageVal(keyName) { var jString = localStorage.getItem("jStorage"), value=""; try { if(jString) { var objJstorage = JSON.parse(jString); value = objJstorage[keyName] ? objJstorage[keyName] : ''; } } catch (e) {} return value; } (function () { function addZero(num) {return (num >= 0 && num < 10) ? '0' + num : num;} try { lastClick = getjStorageVal('etu_last_click'); if(!lastClick) { lastClick = document.referrer.indexOf('indiatimes.com') == -1 ? 'direct_landing_articleshow' : 'other'; } var dref = document.referrer, wlh = window.location.href.toLowerCase(), wlp = window.location.pathname; if(/google|bing|yahoo/ig.test(dref)) {trafficSource="organic";} else if(/facebook|linkedin|instagram|twitter/ig.test(dref) || wlh.indexOf('utm_medium=social') != -1) { trafficSource="social";} else if(wlh.indexOf('utm_medium=email') != -1) {trafficSource="newsletter"; } else if(getjStorageVal('etu_source')) { trafficSource = getjStorageVal('etu_source');} if(!trafficSource) { if(wlp == "https://economictimes.indiatimes.com/" || wlp == '/default.cms') {trafficSource="direct"} else if(wlp.indexOf('articleshow')) {trafficSource="organic"} else {trafficSource="other"} } var dtObject = new Date(), dt = (dtObject.getFullYear() + '' + addZero(dtObject.getMonth() + 1) + '' + addZero(dtObject.getDate())), key = 'et_article_' + dt; var articleReadCountToday = (getjStorageVal(key) || []).length; var articleReadCountMonth = 0; var paidArticleReadCountMonth = 0; var jString = localStorage.getItem("jStorage"); try { if(jString) { var objJstorage = JSON.parse(jString); Object.keys(objJstorage).filter(function(key) {return key.indexOf('et_article_') != -1}).forEach(function (key) { articleReadCountMonth += getjStorageVal(key).length}); Object.keys(objJstorage).filter(function(key) {return key.indexOf('et_primearticle_') != -1}).forEach(function (key) { paidArticleReadCountMonth += getjStorageVal(key) || 0}); } } catch (e) {} var paidArticleReadCountTodayKey = 'et_primearticle_' + dt; var paidArticleReadCountToday = getjStorageVal(paidArticleReadCountTodayKey) || 0; var continuousPaywallList = getjStorageVal('et_continuousPaywalled') || [];customDimension.dimension92 = lastClick; customDimension.dimension93 = trafficSource; customDimension.dimension94 = articleReadCountToday; customDimension.dimension95 = articleReadCountMonth; customDimension.dimension96 = continuousPaywallList.length; customDimension.dimension97 = paidArticleReadCountMonth; customDimension.dimension98 = paidArticleReadCountToday; } catch (e) {} })(); ga('send', 'pageview', customDimension); (function (g, r, o, w, t, h, rx) { g[t] = g[t] || function () {(g[t].q = g[t].q || []).push(arguments) }, g[t].l = 1 * new Date(); g[t] = g[t] || {}, h = r.createElement(o), rx = r.getElementsByTagName(o)[0]; h.async = 1;h.src = w;rx.parentNode.insertBefore(h, rx) })(window, document, 'script', 'https://static.growthrx.in/js/v2/web-sdk.js', 'grx'); grx('init', 'gf999c70d'); var grxDimension = {url: window.location.href, title : document.title, referral_url : document.referrer}; if(window.customDimension && window.objDim) { for(key in customDimension) { var dimId = 'd' + key.substr(9, key.length); if(objDim[dimId] && typeof customDimension[key] != 'undefined') { grxDimension[objDim[dimId]] = customDimension[key]; } } } var subsStatus="Free User"; var jData = JSON.parse(localStorage.getItem('jStorage')); function getCookie(n) {var ne = n + "=", ca = document.cookie.split(';');for (var i=0;i< ca.length;i++){ var c = ca[i]; while (c.charAt(0) == ' ') c = c.substring(1, c.length); if (c.indexOf(ne) == 0) return c.substring(ne.length, c.length); } return null; } (function () { if(ssoid = getCookie('ssoid')) { try { grx('userId', ssoid); var pfuuid = getCookie('pfuuid'); if(pfuuid) { grxDimension['et_uuid'] = pfuuid} grxDimension[objDim['d3']] = 'LOGGEDIN'; var grx_userData = jData['prime_'+getCookie('TicketId')]; grx_userData = grx_userData || {}; var grx_userPermission = grx_userData.permissions; if(grx_userPermission.indexOf("expired_subscription") > -1) { subsStatus="Expired User"; } else if (grx_userPermission.indexOf("subscribed") > -1 && grx_userPermission.indexOf("cancelled_subscription") > -1 && grx_userPermission.indexOf("can_buy_subscription") > -1) { subsStatus="Paid User - In Trial"; } else if(grx_userPermission.indexOf("subscribed") > -1) { subsStatus="Paid User"; } else if(grx_userPermission.indexOf("etadfree_subscribed") > -1) { subsStatus="Ad Free User"; } } catch (e) {} } else { grxDimension[objDim['d3']] = 'NONLOGGEDIN'; } grxDimension[objDim['d37']] = subsStatus; try { if(window.localStorage && localStorage.getItem) { var jString = localStorage.getItem("jStorage"); if(jString) { var objJstorage = JSON.parse(jString), objProf = objJstorage['et_subscription_profile']; for (var attrname in objProf) { grxDimension[attrname] = objProf[attrname]; } } } }catch(e) { console.log('Error profile Dimension'); } })()

    grx('track', 'page_view', grxDimension);

    if(window.allowGdpr == 1 && (typeof skip == 'undefined' || typeof skip.fbevents == 'undefined')) { !function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '338698809636220'); fbq('track', 'PageView'); }

    var _comscore = _comscore || []; _comscore.push({ c1: "2", c2: "6036484"});

    if(window.allowGdpr == 1) { (function() { var s = document.createElement('script'), el = document.getElementsByTagName("script")[0]; s.async = true; s.src = (document.location.protocol == "https:" ? "https://sb" : "http://b") + ".scorecardresearch.com/beacon.js"; el.parentNode.insertBefore(s, el); })(); }

    if(window.allowGdpr == 1) { (function() { function pingIbeat() { window._pg_endpt=(new Date()).getTime(); var e = document.createElement('script'); e.setAttribute('language', 'javascript'); e.setAttribute('type', 'text/javascript'); e.setAttribute('async', true); var dt = window.dateFormat ? dateFormat(new Date(), '%Y%M%d') : 1; var sd = window.objDomain && objDomain.js || ''; e.setAttribute('src', sd + '/js_ibeat_ext.cms?v=' + dt); //e.setAttribute('src', "https://agi-static.indiatimes.com/cms-common/ibeat.min.js"); document.head.appendChild(e); } if(typeof window.addEventListener == 'function') { window.addEventListener("load", pingIbeat, false); } else { var oldonload = window.onload; window.onload = (typeof window.onload != 'function') ? pingIbeat : function() { oldonload(); pingIbeat(); }; } })(); }

    }

    Stay connected with us on social media platform for instant update click here to join our ????️????️ Twitter, & Facebook

    We are now on Telegram. Click here to join our channel (@TechiUpdate) and stay updated with the latest Automobile headlines.

    For all the latest Automobile News Click Here 

    For the latest news and updates, follow us on Google News. 

    Also, if you like our efforts, consider sharing this story with your friends, this will encourage us to bring more exciting updates for you. 

    Source

    CategoryAutomobile

    Related News