Ather Energy CEO Tarun Mehta shares his thoughts on building a great team and a brand story, and the EV industry
Tarun Mehta, Co-founder and CEO of Ather Energy Image: Nishant Ratnakar for Forbes India
It’s hard to resist a temptation. And if the temptation happens to be too tempting, then it’s all the more difficult to stay away. But this is what Tarun Mehta and Swapnil Jain have done. “We always said that we will never launch a scooter below a price tag of Rs1 lakh. We never did,†says Mehta, co-founder and CEO of Ather Energy. Most startups in India, he underlines, might have started their product journey with discounting. “We started by saying that we will charge a premium,†he says. Indians will pay a premium provided they get a high-quality product. Edited excerpts: