Kinetic Green, the electric vehicle (EV) arm of the Kinetic Group, last week unveiled its new brand identity while also launching the made-in-India Fame II-compliant e-scooter Zulu priced at Rs 94,990. Zulu can be charged up to 80% in 30 minutes, and has a range of 104 km. Available in six colours, it will be offered at Rs 69,000 through a new subscription model. Under this, the customer will not pay for the battery upfront but subscribe to it on a “pay as you use” basis, and go on to own the battery at the end of the subscription term.
All this sends out a strong signal — that Kinetic Green is all for a more modern and customer-centric pitch, says branding expert Vejay Anand, CEO, Ironhill India. That said, “it may face challenges in building customer trust in new technologies, navigating fluctuations in raw material prices, and establishing a robust EV infrastructure”, he notes.
Its aggression is not misplaced. The domestic electric scooter and motorcycle market was estimated at $893 million last year, and is expected to reach $6,161 million by 2030. According to experts, India’s electric two-wheeler industry is one of the fastest-growing in the world, with more than 90% of the 2.3 million EVs being two-wheelers.
The company plans to launch e-buggies and e-golf carts next year through a joint venture with Lamborghini. This partnership will add prestige and design expertise, potentially attracting high-end consumers. E-buggies have diverse applications, and India’s cost-effective manufacturing ensures competitive pricing.
“Five years down the line, we are aiming to reach a top line of Rs 10,000 crore, where 60% of the revenue will be from two-wheelers because that’s a large opportunity in terms of volume. Three-wheelers will be 30%-35% and 5%-10% will be from golf carts and buggies,” says Sulajja Firodia Motwani, CEO, Kinetic Green. She expects the golf carts business to be more profitable than two-wheelers and three-wheelers, which are more competitive spaces. “Three-wheelers are our bread, two-wheelers are butter, and golf carts are the jam,” she says.
The company has been in the electric three-wheeler space since 2015 and it currently contributes 35% to its overall sales. It entered the two-wheeler space about two years ago, and this segment now contributes around 65% of its overall sales. Motwani is hopeful that the company will witness faster growth going forward because of the growing EV penetration in the country.
“The brand should focus on value, durability, and ease of maintenance while building solid relationships with local dealers and offering customer education programmes that can enhance the brand’s appeal in Bharat,” noted Anand.
Since EV technology is relatively new, conducting awareness campaigns about their benefits and long-term cost-effectiveness is important. Rutu Mody-Kamdar, founder of Jigsaw Brand Consultants, says using regional languages in advertising and having local brand ambassadors will help create a stronger connection with Bharat customers.
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