The strategic pivot away from performance vehicles is prompting companies to redesign models with an emphasis on seating, storage, charging convenience, and effortless handling. Automakers across the segment believe capturing mainstream consumers is vital for sustaining long-term sector expansion. Tangible results are already visible, with Ather Energy's April 2024 launch of the Rizta family scooter quickly exceeding 3 lakh in cumulative sales. Furthermore, this single practical model went on to account for 76% of Ather's total sales volumes in FY26.
Key points
Manufacturers in India are targeting mainstream consumers to fuel the next growth phase o…: Manufacturers in India are targeting mainstream consumers to fuel the next growth phase of the electric scooter market.
Shifting away from performance-oriented designs allows two-wheeler brands to expand into…: Shifting away from performance-oriented designs allows two-wheeler brands to expand into broader mass-market demographics.
Early family-oriented offerings like the Ather Rizta have demonstrated immediate commerci…: Early family-oriented offerings like the Ather Rizta have demonstrated immediate commercial success by dominating brand sales volumes.
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India's electric two-wheeler makers are turning to the family scooter segment to expand their customer base, moving beyond performance products to the mass market. The shift is prompting companies to rethink scooter design, with a focus on seating, storage, ease of handling, and charging.Both new-age companies and legacy manufacturers expect mass-market buyers to drive the next phase of growth for electric two-wheelers. Ather Energy's Rizta,
EV makers turn to family scooters to drive mass-market adoption
Synopsis
Both new-age companies and legacy manufacturers expect mass-market buyers to drive the next phase of growth for electric two-wheelers. Ather Energy's Rizta, launched in April 2024 as its first family-oriented electric scooter, has crossed 3 lakh in cumulative sales and accounted for 76% of the company's volumes in FY26.
The adjustment marks the brand's second upward revision in 2026, cumulatively raising prices by approximately 17.4 percent to counter growing tax burdens and cost pressures. While these frequent increases risk weakening consumer demand in the formal tobacco market, the conglomerate is utilizing premiumisation to preserve margins. Meanwhile, broader operational gains across other sectors continue to soften the impact of cigarette-related fiscal challenges.
Bengaluru-based iD Fresh Food has established an internal entrepreneurship program designed to help staff launch independent ventures through mentorship and financial aid. Founder Musthafa created the initiative to offer departing talent a secure safety net rooted in his own early startup experiences. This supportive measure stands in sharp contrast to recent global corporate trends centered on large-scale workforce cuts and buyout packages.
The carrier's S$2 billion cabin modernization prompted unexpected criticism over its new grey-and-yellow color scheme, which some passengers likened to dental chairs despite praised privacy upgrades. Marketing experts suggest this strong customer response reflects intense brand loyalty rather than outright failure, mirroring historic rebrands like New Coke. Embracing this vocal feedback allows the airline to realign future cabin aesthetics with its heritage of warm hospitality.