Talk to the consumers

BattRE Electric Mobility is a smart electric scooter startup

Please introduce yourself and your startup BattRE to our readers!

Hello ! My name is Nishchal and I have an experience of about 19 years in Sales & Marketing for some of India’s biggest telecom brands like Airtel and Idea cellular.

BattRE Electric Mobility is a smart electric scooter startup founded in 2017 and has offices in Jaipur and Gurugram. BattRE is introducing affordable E-scooters and packaging a whole gamut of innovative features & services to truly enhance consumer experience as they step into the green technology revolution. 

How did you get the idea to BattRE?

Having worked in an erstwhile sunrise industry i.e Telecom, I felt that Electric Mobility is the next sunrise sector for India. Just as Telecom has accelerated growth across the country, Electric Mobility will bring down mobility costs rapidly and take India on a different growth trajectory. Moreover, the government is gearing up for a push in the electric mobility usage along with a strong manufacturing aspect will play a major part in this domain.

So, with this favorable ecosystem, we explored e-cycles as a starting point to gauge consumer demand and understand the space better. With the success in that space, we were able to break into the network of electric mobility users. A deep analysis threw up several gaps in the space which became the starting point for the company.

How difficult was the start and what challenges you had to overcome?

The major challenges that we faced were:

Creating the right product took us some time. Early market stage did not leave us with a lot of data points to come up with the right product.

We studied the existing market players and collected data points from consumers, industry and regulatory authorities before coming up with our product features. It was an extensive exercise and took us close to 6 months to do so.

Building a team of like-minded professionals was the next challenge. As it is a nascent industry, we needed to bring together the right mix of people who understand the space, while also understanding the direction in which this domain is heading. 

I reached out to professionals with expertise in various fields like Automotive, Strategy, Trade finance, Fundraising, Sales & Distribution, Operations and Consumer care. 

As we were at a very early stage, raising initial Funds was also a key challenge. 

With our product, growth story and the right selection of people to pitch to, we were able to get the backing of Angel Investors and are now close to completing the Seed Round for our company. 

Who is your target audience?

As far as the target audience is concerned we are looking at Generation Z – the teens and young adults. These youngsters are actively championing the Go Green movement. While being ergonomic and style conscious this segment adapts easily to evolving technologies.

But in the end, any consumer (irrespective of age and gender) who aspires to buy a futuristic / smart and eco-friendly technology based e-scooter is our target audience.

What is the USP of your startup?

Our e-scooters run on Lithium Ferro Phosphate (LiFePO4) batteries. They provide approx 2000 charges in total. So if we charge the battery daily once , it will power the e-scooter for upto 7 years. 

BattRE e-scooter uses IoT (Internet of Things) to connect with a smart-phone app and stores all vehicle-related data online. Using the app, the vehicle users will be able to locate the nearest charging stations and also predict maintenance-related requirements. The e-scooter owner can send service requests through the mobile app.

The product has at least 15 key differentiations broadly classified in Convenience, Affordability, Safety, Efficiency and Styling. 

A smart product with innovative design features, Competitive pricing, Strong After Sales and maintenance Support.

Can you describe a typical workday of you?

Well I go to the factory and oversee the assembly of the scooters, talk to my dealers and my technology partners. I also read up on the happenings around the world and in India regarding the EV marketspace. I touchbase with people /organizations wanting to collaborate.

Where do you see yourself and your startup BattRE in five years?

At BattRE, we are placing a lot of emphasis on distribution and after sales service. 

By FY2025 we are targeting 709 dealers and a revenue of USD 123 million.

 Ultimately we want our consumers to live by our trademarked mantra – Don’t be FUELISH !!”

What 3 tips would you give other Start-up founders on the way?

1. Talk to the consumers. Understand the consumer needs and create a solution accordingly.

       2. Think big, as competition is much lower at larger scale . However don’t test waters with both feet.

        3. Start frugal, with a middle class family mindset. Every penny counts.

More information you will find here

Thank you Nishchal for the Interview

Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.

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