'Two-Wheeler EV Segment Is Undoubtedly Growing' Anmol Bohre, Co-Founder, Enigma Automobiles
Acting as a catalyst in our tryst for such eco-friendly vehicle options was the fact that we hail from an economically-weaker state.
Q1. What inspired you to start Enigma?
It was during a visit to Delhi in 2015 that I came across rickshaws with open doors that made no noise and required no petrol or diesel.We were truly fascinated and next thing we know is that me (Anmol) & my brother and Enigma co-founder Alankrit were researching into e-vehicles in Indian market. I have no qualm in saying that Enigma was less of a dream project but more an outcome of the necessity to make eco-friendly transport alternatives. The realisation of the immense potential of Green vehicles in bringing about an ecological change in the automobile industry was the key driving factor behind the inception of Enigma.
Q2. What was the idea behind in manufacturing e-rickshaw apart from the e-scooters?
As mentioned earlier, our whole idea behind foray into the electric vehicle segment was an outcome of the fascination with e-rickshaws plying on the roads of the national capital. Acting as a catalyst in our tryst for such eco-friendly vehicle options was the fact that we hail from an economically-weaker state. It has been constant endeavour to scout for economical, more cost effective ways to lead life. And needless to say, e-rickshaws have a great potential here when it comes to local public transport. The first electric vehicle launched by Enigma was also a three-wheeler called Marut.
Q3. How EV 2 segment shaping up in India? What’s accelerating its growth?
The two-wheeler EV segment is undoubtedly growing at a stable pace, but it wouldn’t be out of the place to state that the market is still in its nascent stage. The increased focus on one-time sale rather than service and repeat sale is stopping the industry short of realising its full potential. However, there are a few amazing options are currently being offered in the market, which are stylish, fun to ride and also friendly on the pocket. For instance, when we designed our colourful range of electric scooters, we ensured that the along with best pricing, the customers must also get value for their money in the form of great mileage. Such factors are driving the market, which is a win-win proposition for manufacturers as well as end consumers.
Q4. What is Enigma's marketing strategy to expand their consumer base in India?
We are a staunch believer of Customer Evangelism, as there is no better alternative to word-of-mouth strategy. However, we are exploring all marketing options. We are a brand with an omni-channel approach. We have our bases on both offline and online platforms. Enigma currently has 18 outlets in Madhya Pradesh, of which four are in Bhopal, four in Tamil Nadu and three in Kerala. We are further looking at expanding our geographical presence across different parts of the country. In addition to expanding our presence and branding through marketing and other channels, we are also sensitizing the consumers about the benefits of EVs.
Q5. With companies globally venturing into the electric vehicle space, what needs to be done in order to retain the major market segment within Indian companies?
Brands like Enigma, which make in India, need to be supported in the right manner by governments and authorities. While there should be added incentives, it should also be ensured that most eligible beneficiaries get the same. For example, we are awaiting government help despite being functional for over six years. When we were slated to get CGTSME loan, it took three months for disbursement, which is a one-hour job.
On our part, we need to evolve and innovation, banking on a strong R&D in the space.
Q6. How was the EV segment impacted during the pandemic? How did you recover and grow from there?
Just like any other business, the EV market also felt a sudden jolt of the pandemic. However, the challenge was also an opportunity to sensitise people with ease about the boons of eco-friendly transport options. I would say Enigma was quick in realising the extent of disruption brought about the pandemic and streamlined its operations as well as product portfolio accordingly. That is precisely the reason why Enigma managed to register a 300% YoY growth between March 2020 and March 2021.
Q7.Who are your biggest competitors and how does the brand stand out from others in the market?
There are a number of competitors from the Indian as well as international market. To name a few there’s Hero, Ampere, Okinawa, Ather and Benling. What makes us stand out of the clutter is a combination of different factors. We offer one of the most competitive pricing in the segment. Our low-cost vehicles are extremely fun to ride besides being favourable for the environment. Also, without any alterations in the hardware, we give the customers an option to customize their vehicle by making a choice between lead or lithium battery. We were also among the first EV manufacturers in the country to launch e-rickshaws with manual gear.
Q8. Are the designs and powertrains made-in-India? Is any part imported?
We do import lithium ion cells from the US, but all designs, powertrains, battery, charger, tyres etc are made in India. Also, we plan to achieve 100% localisation by 2022. Enigma has a manufacturing unit spanning over 20,000 sq ft in Bhopal, which produces nearly 500 vehicles every month.
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