Ola E-Scooters – Will The Ride Be Enjoyable?
- By Dr M Rammyaa and Dr K Rajeshwari
- September 02, 2021
The rising impact of carbon footprint and deterioration of air quality have been major concerns across the globe. The state and central governments have introduced various subsidies to reduce vehicle emissions. As sustainability goes mainstream, automobile companies are investing heavily in electric vehicles that are environmentally friendly. Multinational ride-sharing company Ola has recently launched its ‘e-scooter’, and this would be a welcome move. Ola has strategised the right product, the right promotion – all at the right time. Digital access, big boot space, keyless, fast charging… all go into the right product, the Ola e-scooter! Tweet by tweet, Ola has generated excitement from ground zero till launch. Why will customers buy Ola e-scooter? How it is beneficial to the environment? Two variants, 10 colours, all contributing to the right promotional vibes! Its timing is also perfect – people have become more conscious about the environment during the pandemic.
But are these points enough? Ola’s long-term success will depend on numerous other factors such as the right price, the right supply chain configuration and formulating the right strategy to reach the target audience.
What’s the right price?
India is a price-sensitive market. The key challenge in front of Ola is to provide a new experience at an affordable cost. The majority of the two-wheeler population falls into the middle-income group segment. This segment of consumers primarily looks for a fair economical price while buying any new product. In 2021, two-wheelers sales reached 151.19 lakh units (IBEF, 2021). Scooters are available in India at a price range of INR 40,000 to INR 130,000. Ola S1 and S1 pro are priced at INR 99,999* and INR 129,999*, respectively. (*Prices may vary according to region and subsidies). The average price of a scooter today for the middle-class segment is between INR 50,000 and INR 70,000.
What’s the right Supply Chain Configuration?
The company must get its supply chain intricacies right as this important driver increases the cost. Ola is going to deliver directly to the customer. The direct model benefits Ola in the short run in reducing the advertising and overhead costs, eliminating dealership costs and working closely with consumers. Consumers also benefit from the closeness and individual care they receive from direct sales. On the manufacturing side, the direct model cuts out intermediaries, and they can follow lean inventory and save inventory costs. But the company should look holistically and balance inventory costs along with the transportation costs in the long run. Transportation costs (especially outbound costs) will be more in the direct model. Ola must learn from its previous experiences in this regard and focus on the after-sales service and support space. It’s easy to persuade the customers to buy, but the experience thereafter needs to be good too.
What’s the right strategy to reach the customers?
Understanding the mobility landscape and focusing on the right strategy to reach the target audience is one of the most important aspects of the business continuum.
The changing mobility landscape
The automobile industry is evolving fast and technology has brought a remarkable shift in manufacturing, assembling products, processes and the way we drive thanks to Industry 4.0 revolution – Internet of Things (IoT), Artificial Intelligence (AI), Machine Learning and Robotics applications. The technology revolution in the global automotive sector is known as the CASE (Connectivity, Autonomy, Shared mobility and Electrification) technologies (Deloitte, 2020). Staying relevant and up-to-date on contemporary technological innovations is key for the automobile industry.
With every passing day, new challenges and opportunities emerge.
1. Supply chain disruptions: The extended Covid-19 pandemic unequivocally affected the Indian automobile industry which was just surviving with a reverse gear in demand. During March-July 2021, the industry witnessed colossal interruptions due to semi-conductor chip shortages.
2. The transition from BSIV to BSVI emission norms: This is one of the pressing challenges that the automobile industry is facing. With changes in government regulations, it becomes difficult to sell old BSIV vehicles. This has led to a rise in the inventory of BSIV vehicles.
3. Non-Banking Finance Corporation (NBFC) Liquidity Crisis: NBFCs have been a major strength of the automobile industry as they are the key lenders for financing automobile purchases in semi-urban and remote villages where credit accessibility from the banks is normally difficult. NBFC’s liquidity crisis severely crushed many sectors, and the automobile industry is one of the major ones that it took a high toll on.
4. Urbanisation: Urbanisation poses another challenge for the automobile industry. Availability of other car rentals and non-availability of parking space in the metropolitan cities has made individuals defer their vehicle purchasing decisions.
5. Rising fuel cost: Change in GST-related tax structure, volatility in fuel prices, increased interest rates and insurance premium resulted in a steep sales drop of two-wheelers and four-wheelers. The Insurance Regulatory and Development Authority (IRDA) revised its insurance standards in September 2018, which resulted in increased insurance costs for two-wheelers and passenger vehicles (PV).
6. Growing demand for alternatives: Due to Covid-19, people may switch to personal mobility instead of shared mobility as a safety measure. Service-based models such as rental cars, pay-as-you-go models may kick-off.
Focus on the right positioning strategy
Arriving at the right positioning strategy involves recognising users’ distress areas and addressing them, in addition to providing them with key benefits.
Identifying the appropriate consumer segment is critical. Analysis of the current micro, macro-environment, market conditions, competition and economic swings is important, but the focus should be more on categorising consumers who have a high probability of purchasing e-vehicles. This entails understanding the consumer’s lifestyles, values, attitudes and buying behaviours. For instance, studying different generations provides a clear understanding of consumption behaviours during a particular period and how it differs across other age groups. It helps to appreciate how diverse formative habits, experiences and lifestyles relate to the ageing lifeycle. Usually, a generation refers to groups of people born over a span of 15 to 20 years, such as the Millennial generation. There is no definite start and end date for Millennials. Those who were born after 1980, i.e. between 1981 and 1996, are widely considered as Millennials (Pew Research Centre, 2019). The rise in the income level of Millennials and a higher variety of choices changed the mobility landscape. These particular segments dominate in terms of size as a result of a growing middle-upper class and a young populace. The evolution of the technology revolution also changed the way Millennials drive and their preference for mobility. Millennials are more conscious of being environmentally friendly; they prefer walking or using public transport due to affordability as compared to huge purchase and maintenance cost in owning a vehicle. Unlike the elder cohorts, many of the Millennials do not want to own a car; instead, they prefer scooters and shared mobility. (Deloitte,2019)
Recognising consumers’ distress points
Spotting the consumers’ pain points early will pave way for smooth penetration in the long term. For example, it takes two minutes to fill the fuel, but what about charging? Unlike conventional two-wheelers, consumers need to spend additional time for charging. Though consumers can charge in-home, Ola is also planning to put up hyper charging stations across the country to reduce the anxiety of riders.AI and customisable digital screens make consumers remain always connected, but there’s a flip side to it too. These digital screens and music apps will distract the riders during rides. Limited (two) variants, charging time, battery replacement cost anxiety and technical issues in sharing apps would also pose as shortcomings in the current options. Identifying consumers’ distress points with the current options may reveal opportunities on how to position the Ola e-scooters. Based on that, the company can create a tailored user content that will result in a greater possibility of converting them as brand evangelists for Ola e-scooters so that they will share their wonderful experiences with the public at large.
The Ola e-scooter is a potential disruptor in the mobility space. While there is a lot of excitement and eagerness to embrace the product, the organisation has to put in place a sound strategy in order for us to enjoy the ride!
References:
1. https://www.ibef.org/industry/india-automobiles.aspx assessed on 15th August 2021
3.https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/
Classic Legends Celebrates International Jawa-Yezdi Day 24th Edition
- By MT Bureau
- July 13, 2026
Classic Legends, an Indian motorcycle manufacturer by the Mahindra Group the makers of Jawa, Yezdi and BSA brands, celebrated the 24th Edition of International Jawa-Yezdi Day (IJYD) on 12 July 2026.
The event, which began as an initiative among motorcycle owners, involved over 7,500 riders across 150 cities in India this year. The celebration included 40 enthusiast communities in India and participants in 11 countries, who marked the occasion through rides and gatherings. The event united owners of vintage motorcycles with riders of current Jawa and Yezdi models.
Anupam Thareja, Co-Founder, Classic Legends, said, "24-years ago, International Jawa-Yezdi Day began as a simple expression of passion among riders who wanted to celebrate the motorcycles they loved. Today, it has grown into a global tradition that transcends borders and generations. What makes IJYD truly special is that it belongs to the riders themselves. Every ride, every gathering and every shared story keeps this legacy alive. More importantly, it celebrates the friendships, communities and memories built around these motorcycles. We are honoured to be a part of movement that continues to grow stronger with every passing year."
The festivities were organised by more than 40 rider clubs, along with dealerships and enthusiast communities.
IGNYTE Launches Carbon Fiber Helmet Series At Prices Starting INR 14,999
- By MT Bureau
- July 13, 2026
IGNYTE, the premium helmet brand of Steelbird, has introduced its Carbon Fibre Series, featuring three models: the IGN-10, IGN-14, and IGN-16.
The helmets are manufactured in-house using carbon fibre composite shells designed for impact performance and durability. It introduces multi-colour exposed carbon fibre textures and finishes.
The IGN-10 and IGN-14 are priced at INR 14,999, while the IGN-16 is priced at INR 19,999. The helmet comes with a three-year warranty and accessories such as smoke visors and fitting head foam.
It uses an Expanded Polypropylene (EPP) liner with Kevlar reinforcement, which provides energy absorption and multi-impact capability. The series holds both ISI and DOT certifications. Features include anti-fog and anti-scratch visors, ventilation channels, antimicrobial interiors and an aerodynamic profile. The production process utilises balloon moulding.
Kashish Kapur, Director, Steelbird Hi-Tech India, said, "The IGNYTE Carbon Fibre Series represents our vision of creating premium helmets that combine world-class safety, advanced materials, and exceptional craftsmanship. Every helmet has been designed and manufactured in-house with a strong focus on innovation, lightweight performance, and rider protection. With this launch, we are taking another significant step towards offering Indian motorcyclists globally competitive products that deliver the highest standards of safety and performance."
Hero MotoCorp Launches New Campaign For Destini Scooter
- By MT Bureau
- July 10, 2026
Hero MotoCorp, the world’s largest two-wheeler manufacturer, has introduced a campaign for its Destini scooter, titled ‘Hero Ka Scooter, Scooter Ka Hero.’ Conceptualised by McCann India, the campaign focuses on the relationship between a father and child, portraying the scooter as a companion for family journeys.
The campaign film features a girl who imagines an evening ride with her father as an adventure involving a dragon. The narrative integrates product features into the story: the metal body provides protection, the mileage exhausts the creature in a race, the legroom stores food and the under-seat storage is used to toast corn.
Aashish Midha, Head of Marketing, Hero MotoCorp, said, “At Hero MotoCorp, we believe the most meaningful stories are those rooted in everyday life. ‘Hero Ka Scooter, Scooter Ka Hero’ celebrates parents – the everyday heroes of every Indian family –through the boundless imagination of a child. The Hero Destini has always stood for trust, comfort and practicality, and this campaign brings those values to life in a way that is both emotionally engaging and deeply relatable. It reinforces our commitment to building products that become an integral part of our customers’ lives and cherished family moments.”
Prasoon Joshi, Chairman, Omnicom Advertising India, said, “The more memorable ideas rarely begin with what a brand wants to say. They begin with something people already feel, but may not have found the words for. When a brand captures that truth, it stops feeling like advertising and starts feeling deeply familiar. Hero Destini expresses this in a simple but evocative manner. Every child sees their father as their first superhero, not because he has superpowers, but because he quietly shows up, overcomes obstacles and finds a way to keep the family moving. In the film, the scooter becomes part of that quiet magic. It isn’t just a ride. It helps turn an ordinary journey into an adventure, complete with a dragon, seen through a child’s eyes. That’s what makes the film linger. It reminds us that true creativity doesn’t need to exaggerate reality; it elevates the genuine emotions already present. And this is where the brands then find a place in people’s hearts.”
Yamaha Launches FZ-Blue Flex Ethanol-Ready Motorcycle In India At INR 124,240
- By MT Bureau
- July 10, 2026
India Yamaha Motor has launched the FZ-Blue Flex, a motorcycle capable of running on ethanol-blended fuels ranging from E20 to E85 at INR 1,24,240 (ex-showroom, Delhi).
The motorcycle, powered by a 149cc fuel-injected engine, delivers 8.6 kW of power and 12.8 Nm of torque via a 5-speed gearbox. It uses a front telescopic suspension, a rear swingarm and an anti-lock braking system.
Hajime Aota, Chairman, Yamaha Motor India Group, said, “Achieving a carbon-neutral future requires a dynamic, multi-pathway strategy rather than a single solution. Having already commenced our electric vehicle journey in India, the introduction of our innovative Blue Flex technology marks another strategic milestone. This move is a deliberate alignment of Yamaha’s global sustainability vision with the Indian government’s progressive biofuel policies. By embracing multiple technological avenues, we reinforce our commitment to global carbon neutrality goals while providing versatile, high-quality products tailored to the evolving needs of Indian consumers.”
The motorcycle will be available in Metallic Black and sold through selected Blue Square dealerships across Delhi, Uttar Pradesh, Maharashtra, Karnataka, Telangana and Tamil Nadu.
Comments (0)
ADD COMMENT