Madhumita Agrawal on Oben Electric’s rise in India’s electric two-wheeler market

Oben Electric is rapidly making waves in India’s electric two-wheeler market. In conversation with Adgully, Madhumita Agrawal, Founder & CEO, Oben Electric, talks about how the brand is rapidly making waves in India’s electric two-wheeler market. She also talks about the strategies and innovations that have fueled this growth, and how they align with the company’s broader vision for transforming India’s electric vehicle landscape.

Oben Electric is gaining traction in the electric two-wheeler market in India. What do you attribute this success to, and how does it reflect the effectiveness of your groundbreaking initiatives in transforming India’s electric vehicle landscape?

Globally, motorcycles constitute 58% to 70% of the two-wheeler market, with India leading as the largest motorcycle market worldwide. This sets the stage for our inaugural flagship product, the Oben Rorr, an electric motorcycle equivalent to 150cc petrol engine,  that addresses a significant market void. Notably, the Oben Rorr not only mirrors traditional petroleum powered motorcycles in terms of performance, but also boasts innovative design elements that resonate strongly with customers.

Our traction in the market can be primarily attributed to the standout features of the Oben Rorr. It not only complies with the latest Indian government regulations and safety standards but also delivers exceptional performance. With a powerful 8 kw IPMSM motor, it accelerates from 0-40 km/h in just 3 seconds and achieves a top speed of 100 km/h. Setting a new benchmark, it offers a certified range of 187 km (IDC), the highest among electric two-wheelers in India, thanks to its cutting-edge LFP cell technology-based battery pack. This technology ensures twice the battery life, 50% higher heat resistance, and unparalleled safety.

These standout features, coupled with a competitive price point comparable to petrol motorcycles in the ICE segment, have been instrumental in our market success. This achievement is further fueled by our unwavering commitment to research and development, as we are an R&D-driven organisation committed to delivering world-class products for both the Indian and global markets. Furthermore, our team of passionate technologists, boasting over 25 years of selective design experience in India, brings a wealth of expertise from relevant EV and automotive backgrounds. Their collective dedication and expertise ensure that our products consistently meet and exceed industry standards. Notably, we recognise that exceptional customer service is paramount in the automotive industry. By providing attentive and reliable service to our customers, we further enhance our brand reputation and contribute to our ongoing success in the market.

Advanced battery technology is a cornerstone of Oben Electric’s innovation strategy, particularly your pioneering work with LFP chemistry. Could you elaborate on how this technology sets Oben Electric apart from competitors and contributes to your market leadership in electric motorcycle adoption in India?

Advanced battery technology, specifically our pioneering work with Lithium Iron Phosphate (LFP) chemistry, plays a pivotal role in setting Oben Electric apart from competitors and driving our market leadership in electric motorcycle adoption in India. LFP chemistry offers several key advantages over traditional lithium-ion batteries, including enhanced safety, longer lifespan, and improved thermal stability. These qualities not only make our electric motorcycles, like the Oben Rorr, safer and more reliable, but also reduce maintenance costs for our customers.

With double the lifespan, superior heat resistance, and increased safety due to the absence of nickel and cobalt, LFP batteries offer a compelling proposition. Their inherent high heat resistance properties eliminate the need for additional cooling materials, further reducing costs. Furthermore, our in-house development and integration of LFP battery technology into the Oben Rorr demonstrate our commitment to continuous innovation and improvement. By staying at the forefront of battery technology, we ensure that our products remain competitive in the rapidly evolving electric vehicle market.

With a focus on “Design in India for the World,” Oben Electric has ambitious global aspirations. How do you envision the company positioning itself as a top electric motorcycle OEM on the global stage, and what steps are being taken to achieve this goal?

To position Oben Electric as a top electric motorcycle OEM on the global stage, our initial focus is on capturing the Indian market, the world’s largest motorcycle market. We recognise the importance of establishing a strong foundation at home before expanding internationally. Our strategy for the Indian market involves offering innovative and high-quality electric motorcycles, such as the Oben Rorr, tailored to the needs and preferences of Indian consumers. By prioritising design, performance, reliability and competitive pricing, we aim to gain a significant market share and build brand recognition and trust among Indian consumers. Additionally, we are investing in robust manufacturing capabilities, distribution networks, and after-sales support infrastructure to ensure seamless customer experiences and maximise our market penetration. Once we have established a strong foothold in India, we will then leverage our success and experience to expand into international markets, bringing our innovative electric motorcycles to riders around the world.

Women empowerment is a significant aspect of Oben Electric’s narrative, with you at the helm as the Founder and CEO. Could you share some insights into your personal journey and the role of women in driving innovation and growth within the startup ecosystem, particularly in the field of electric mobility?

My journey in the male-dominated field of electric mobility has been one of resilience, determination, and breaking barriers. I’ve faced challenges along the way, but I’ve been fortunate to have the support of mentors, colleagues, and fellow entrepreneurs who have believed in me and my vision. I’m also grateful for the unwavering support of my family, who have wholeheartedly believed in me and my vision.

At Oben Electric, we recognise the importance of diversity and inclusion in driving innovation and growth. We actively promote gender equality within our organisation, ensuring that women have equal opportunities to contribute, lead, and succeed. Women bring unique perspectives, creativity, and problem-solving skills to the table, enriching our team and driving forward-thinking solutions in the field of electric mobility. We strive to create a supportive and inclusive work culture where all employees, regardless of gender, feel valued, respected, and empowered to make a difference. By championing women in leadership roles, fostering mentorship and professional development opportunities, and advocating for gender equality across the startup ecosystem, we aim to inspire the next generation of women leaders and drive positive change in the electric mobility industry and beyond.

As the founder of Oben Electric, what challenges have you faced in navigating the dynamic landscape of the electric vehicle industry in India, and how have these experiences shaped your approach to leadership and decision-making within the company?

As a newcomer in a rapidly evolving industry, we faced several challenges, primarily stemming from the scarcity of skilled professionals and the lack of adequate EV infrastructure. Initially, our focus was on acquiring the right expertise and talent, which we achieved through targeted recruitment efforts and extensive training programs. Additionally, we recognised the need to innovate our products to reduce dependence on public infrastructure, leading to the development of technologies like fast home chargers.

Adapting to evolving government regulations also required quick adjustments, which we accomplished through rigorous in-house research and development. Likewise, establishing partnerships with Tier-I vendors posed a considerable challenge for our startup. However, leveraging our technical expertise and credibility, we successfully attracted reputable vendors to collaborate with Oben Electric, ensuring the quality and reliability of our components. In facing these challenges head-on, we have honed our ability to address obstacles with agility and innovation. These experiences have shaped our leadership approach, emphasising the importance of proactive problem-solving, continuous learning, and strategic partnerships in driving the growth and success of Oben Electric.

The delivery of Oben Electric bikes commenced in July 2023, marking a significant milestone in the company’s journey. Looking ahead, what are your plans for expanding Oben Electric’s presence both within India and globally, and how do you envision the role of innovative mobility solutions in achieving these objectives?

Our journey with Oben Electric began with a shared belief in the urgent need for cleaner, more sustainable transportation solutions. Aligned with this vision, we harbour ambitious plans to expand our presence both within India and globally. Domestically, we aim to consolidate our position as a leader in the electric two-wheeler market by scaling up production, expanding our distribution network, and enhancing our after-sales support infrastructure to ensure a seamless customer experience. We will continue to focus on introducing innovative and high-quality electric motorcycles tailored to the needs of Indian consumers, while also exploring opportunities in the export market.

Internationally, we see immense potential for growth in emerging markets where there is a rising demand for electric vehicles and a supportive regulatory environment. Drawing from our experience and success in India, we aim to strategically enter these markets by investing in research and development to enhance our products’ performance, safety, and reliability to meet the highest global standards. Additionally, we plan to establish new partnerships with key industry players and distributors to effectively expand our market reach.

Upholding the utmost standards of quality and compliance with international regulations is paramount in our mission to build trust and credibility in the global marketplace. Through these concerted efforts, Oben Electric aspires to become a trusted leader in the electric two-wheeler space, contributing to a sustainable and greener future for all.

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