'The use case is very different for a two-wheeler versus a car'

Oben Electric is focused on building Z a sustainable future on the back of fresh funding and new showrooms in major cities. We speak to Madhumita Agrawal, Founder and CEO of Oben Electric, for an insight into the firm’s views and plans

- Jim Gorde

Oben Electric is a growing brand-name with some unique and exciting product offerings. Oben recently opened showrooms in Delhi, Pune, Bengaluru, and in the state of Kerala. Do you think India is ready for electric motorcycles beyond just scooters?

As the data show, India is the world’s largest motorcycle market and, globally, 70 per cent of the emerging markets also prefer motorcycles. This is due to several key factors. First, the infrastructure in these regions— including India, MENA, Africa, LATAM, and neighbouring countries— does not support the form factor of scooters. Scooters are more of an urban phenomenon. This makes motorcycles the preferred choice for many customers. Second, the income group. Motorcycles cater to lower income to a middle income group category, making them a better fit, which is a crucial factor in these markets. Lastly, consumer behaviour plays a significant role. Motorcycles are mostly ridden by males who prefer them to scooters because of their form factor—larger wheels, better performance, and agility on rough roads. So, there’s a significant gap in the market for an electric motorcycle that meets customers’ expectations in design, performance, agility, and pricing.

Does the present or forecast demand for electric motorcycles globally offer the chance to make in India for the world? Which international markets are you looking at entering?

Just as the Indian motorcycle market is still untapped, so are global emerging markets. India is already a global leader in two-wheeler exports, with brands like Bajaj and Hero reaching over 70 countries. We believe this trend will continue with electric motorcycles designed and manufactured in India for the world, which is also the ethos of Oben Electric.