Pioneering the Future: How EMotorad Drives Innovation to Stay Ahead in the Competitive E-Cycle Market
CXOToday has engaged in an exclusive interview with Sumedh Battewar, Co-Founder and CBO at EMotorad
- How does EMotorad stay ahead in the competitive e-cycle market through innovation? Can you share some examples of recent innovations that have set your products apart?
Innovation is at the core of everything we do. As a startup, this is our competitive advantage over industry giants. Our agility allows us to innovate rapidly, respond quickly to market demands, and implement changes efficiently. Our journey began with the EMX+, India’s first dual-suspension e-cycle—a bold and pioneering move in 2020—this premium product catered to a niche market, setting the stage for our future innovations.
Next came the Doodle, a foldable e-cycle designed for convenient travel. Each product we develop addresses a unique challenge and serves a distinct customer segment. Innovation has always been the driving force behind our creations, from the X-factor series to T-Rex+ India’s first stem-integrated display e-cycle and our latest models tailored for women.
Our most ambitious project yet, soon to be launched, is our IoT-integrated app. It has been our vision since EMotorad’s inception, and it’s set to revolutionise the industry—not just in India but globally.
- What key strategies have contributed to EMotorad’s rapid growth and dominance in the Indian e-cycle market? How do you balance innovation with market demands?
EMotorad’s journey is the result of a thoughtful blend of strategic vision and relentless execution. At the heart of everything we do is our product. Regardless of the strategies we employ, they hold no value if the product doesn’t meet the highest standards. We invest significant energy in crafting the perfect ride for our consumers, constantly learning from feedback and deeply understanding the customer journey. This commitment extends to strengthening our production capabilities, manufacturing processes, offline channels, and distribution networks to ensure a seamless experience before, during, and after the sale.
Trust is the second pillar of our success. With the legendary MS Dhoni as both an investor and endorser, we’ve harnessed his values and ethos to establish a strong foundation in the market.
The third pillar is foresight. We always think ten steps ahead, focusing on market dynamics, and understanding the vast potential of both domestic and international markets. Through DYNEM, our manufacturing arm, we’ve become one of the leading e-cycle exporters globally, offering custom-made mobility solutions for businesses.
We’ve made substantial investments in our production facilities to meet the growing demand. We’re building South Asia’s largest integrated e-cycle gigafactory right here in India, bringing the manufacturing of motors, batteries, displays, and chargers in-house. This monumental step elevates our capabilities and positions India at a significant competitive advantage in the global export market.
- Could you tell us about the recent product launches and how they cater to the diverse needs of riders across India and abroad?
Every country has its unique requirements, and we design our products to meet these specific needs, taking into account local regulations, terrain, rider experience, charging infrastructure, and spending power. For instance, in the European market, our e-bikes feature only pedal assist, which is in compliance with local laws and avoids full throttle mode.
We embrace a “think global, act local” approach. In Europe, our best-sellers—Plymouth, Toledo, and Athena—are tailored specifically for the local market, and crafted with different materials to suit regional preferences. In India, we’ve focused on addressing diverse audience needs, considering factors like spending capacity, rider experience, range, battery options, frame materials, and terrain-specific requirements.
- How does customer and dealer feedback influence the upgrades and modifications of your existing bike models?
With over 85% of our sales coming from offline channels, it’s crucial for us to maintain close engagement with both our customers and vendors. The most valuable insights come directly from our riders, and the creation of the X-factor series is a prime example of this. In 2020, we started EMotorad with the EMX+, a premium e-cycle tailored for a specific niche. However, recognising the demand for a more affordable option, we developed the X1—a cost-efficient e-cycle without compromising on quality.
We also designed a lightweight model with a step-through frame, specifically for women, ensuring easy manoeuvrability. Our best-seller, the T-rex, has undergone several upgrades, including new horns, displays, tyre sizes, and frame sizes—all based on rider feedback. Our commitment to feedback extends beyond our products; it influences the entire experience. Responding to rider requests for a sense of community, we’ve organised offline events like e-cyclothons in Pune and Bangalore, bringing our riders together.
- What can we expect from EMotorad regarding new bike launches in the coming year? Are there any specific features or segments you are particularly excited about?
Our most significant upcoming launch is our proprietary tech product, Amigo, which is set to revolutionise the electric market and redefine the e-cycle category. After years of dedicated R&D, we are now approaching the finish line. Our Bangalore-based tech team has been working relentlessly to bring this innovation to life, and I’m thrilled to share it with the world.
Looking ahead, our lineup includes delivery and last-mile mobility solutions that will span the globe, all proudly ‘Made in India.’ We’re expanding beyond e-cycles, developing comprehensive drivetrain solutions such as precision controllers and chargers. It’s an exciting time to be part of this ever-evolving EV landscape, and I’m eager to showcase India’s manufacturing excellence on the global stage.
- How do you identify and respond to emerging trends in the e-cycle industry, both in India and globally?
We are always proactively identifying and responding to emerging trends in the e-cycle industry, trying to lead the growth curve. Every year, we participate in Eurobike in Frankfurt, Germany—the world’s largest bike and mobility expo. This event offers us invaluable insights into the latest global trends and innovations in the e-cycle space. Given Europe’s advanced position in the EV sector, it serves as the perfect opportunity to learn and bring that expertise back to India.
We also keep a close watch on industry reports, research, and market analysis to stay well-informed. Our R&D team is highly attuned to the evolving market needs, continuously updating their knowledge, which has led to the development of many of our e-cycles. The growing demand for e-cycles only fuels our drive to innovate and push the boundaries even further.
- What are the key factors that have helped build and maintain trust in the EMotorad brand among customers and dealers alike?
First, the quality of our products has been the foundation of our brand’s strong reputation. This extends to the e-cycles themselves, their components, after-sales care, test ride options, and our extensive network of over 350 offline dealers, including 12 exclusive EMotorad EBOs. Word-of-mouth marketing has been a significant driver of our success. We also provide continuous training to our offline vendors, ensuring they are well-equipped with the knowledge to educate their customers effectively.
Second, we remain true to our brand and our audience. Everything we do, from our marketing to our office culture and team dynamics, reflects our core values. We prioritise relationships, nurturing them with care and attention. Our customers frequently reach out to us on social media, and we pride ourselves on resolving their queries quickly. We are an approachable brand, deeply committed to our customers’ satisfaction.
