Ather Konarc Electric Scooter Targets 50–60% of Sales

Ather Targets Broader Electric Scooter Adoption With Konarc

Ather Konarc electric scooter is expected to become a major contributor to Ather Energy’s sales as the company works to expand the appeal of electric two-wheelers among conventional petrol scooter buyers. Ravneet Phokela, Chief Business Officer at Ather Energy, said Konarc could account for approximately 50–60 percent of the company’s portfolio over the next two years. The target reflects Ather’s broader effort to increase the addressable market for its products rather than relying primarily on customers already considering electric scooters. The company sees the model as an important step in bringing EVs into more mainstream two-wheeler purchasing decisions.

Konarc Focuses on Converting ICE Scooter Buyers

The positioning of Konarc is centered on attracting customers who might otherwise choose an internal combustion engine scooter. Phokela said the model is intended to help move consumers away from ICE vehicles rather than simply take market share from competing electric-scooter brands. For Ather Energy, this strategy requires addressing fundamental purchase considerations before advanced features and technology become decisive factors. Comfort, safety, and battery life are therefore central to the company’s approach to reaching buyers who may still have reservations about switching from a conventional scooter to an electric alternative.

Limited Production Is Restricting Market Availability

Konarc is initially available only in selected parts of North India, while bookings have not yet opened across central and southern markets. Ather has chosen to concentrate its available supply in fewer locations instead of distributing limited volumes across a wider national footprint. The company expects the supply constraint to begin easing after a new manufacturing facility is commissioned in December, although production will require additional time to ramp up. As manufacturing capacity improves, Ather expects to introduce the scooter progressively into more markets, expanding its reach in line with the availability of vehicles.

Store Expansion Remains Tied to Vehicle Supply

Supply constraints have also affected Ather’s retail expansion plans. The company has temporarily paused additional store openings and currently operates around 740 stores. According to Phokela, expansion is expected to resume more actively after the festive period as vehicle availability improves. The company’s retail strategy remains connected to dealer economics, with future additions intended to support viable and profitable operations rather than pursuing network growth solely for scale. This approach means the pace of expansion will depend on both product supply and the ability of individual locations to sustain healthy business performance.

Ather Sets a Longer-Term Retail Network Target

Over the next 18–24 months, Phokela expects the company’s retail network to reach approximately 1,800–1,900 stores. The target represents a substantial expansion from the current network and is intended to support broader product availability as manufacturing capacity increases. The company has indicated that this growth will be calibrated rather than pursued without regard to dealer viability. For Ather Energy, expanding the network alongside production growth could provide more customers with access to its electric scooters while allowing the company to align retail investment with local market demand and dealer profitability.

Market Expansion Will Follow Production Ramp-Up

The timing of Konarc’s wider rollout will depend heavily on how quickly production increases after the new facility is commissioned. The company’s current decision to concentrate limited volumes provides a way to serve selected markets more adequately, while future capacity could allow expansion into additional regions of India. The combination of a higher-volume product, broader geographic availability, and a larger retail footprint is intended to support Ather’s effort to reach consumers who have not yet moved from petrol scooters to electric models. Dealer viability will remain an important consideration as the network grows.

Industry Impact & Outlook

Konarc’s planned contribution to Ather’s portfolio could influence how the company approaches the mainstream electric two-wheeler market, particularly if the model succeeds in attracting buyers who have remained with ICE scooters. Wider availability will depend on the manufacturing ramp-up and subsequent market expansion, while the planned retail network could improve customer access as supply increases. The strategy also links product adoption with dealer economics, making production capacity, regional rollout, and sustainable store operations important factors in the next phase of Ather’s expansion. The company’s stated sales and retail targets provide measurable milestones for that progression.

Frequently Asked Questions

What sales contribution does Ather expect from Konarc?
Ather expects Konarc to account for about 50–60 percent of its portfolio over the next two years. The company is positioning the scooter primarily to attract petrol scooter buyers who have not yet switched to electric mobility. Its rollout is currently constrained by limited production, with availability concentrated in parts of North India. A new manufacturing facility scheduled for commissioning in December is expected to improve supply after production ramps up. Ather also plans to expand its retail network toward approximately 1,800–1,900 stores over 18–24 months.