Ather SWOT Analysis 2022

Ather is an Indian electric automotive company that manufactures electric scooters. It was founded in 2013 by two IIT Madras graduates – Tarun Mehta & Swapnil Jain.

They have also established Ather Grid, their proprietary charging network in a few cities.

Currently, Ather 450 Plus and Ather 450x are the two available scooter models.

Strength –

• The wide product portfolio and its geographic presence in different cities can help ather reach its target audience.

• Higher margins enable the measurement in research and development.

• Ather holds Intellectual Property Rights over their innovation.

• A strong balance sheet and financial statement can diversify the revenue stream.

• High product quality increases brand loyalty.

• Strong brand presence in the automobile market as well as online.

Weakness -

• Poor waste management practices raise environmental concerns from ethical users.

• Customer dissatisfaction due to poor customer service and inability to understand their needs.

• Less efficiency in inventory management and cash cycle.

• Misalignment of organisational culture with strategic objectives.

• Lack of workforce diversity may hinder success in international markets.

• Slow decision making causes expensive delays in product launches.

Opportunities -

• The emergence of better Technology provides opportunities for growth

• Globalisation enables Ather to tap into the international market.

• Access to International markets could lead to the involvement of international talent.

• Ather has the means to explore adjacent markets by expanding its product line.

• Collaboration with local suppliers is possible because of an e-commerce model.

• Social media growth enables customer acquisition and lowers costs.

Threats -

• Lower demand from middle-class customers because of growing inequality.

• Geo-political factors and changing regulations impact the international business environment.

• New entrants could derail their growth.

• Protectionism affects entrance into the global market.

• Shortage of skilled labour in the market