Everyone Asks, 'Yeh MS Dhoni Wali Cycle Hai Na?', Says Kunal Gupta, Co-Founder And CEO Of EMotorad

EMotorad is a Pune-based electric cycle manufacturer. The brand caters to a vast audience with its e-cycle range starting at Rs 24,999 and going up to Rs 55,000. EMotorad is not just limited to India, but the brand has its presence in the international markets as well, it is currently present in four other countries including Spain, Japan, UAE and Australia. Moreover, EMotorad has Captain Cool M.S. Dhoni as its endorser and investor as well.

We recently got an exclusive opportunity to interview Kunal Gupta, who is the Co-founder and CEO of EMotorad. He shared exciting insights about the brand’s future products, expansion plans, experience in the international market and experience with M.S. Dhoni as its investor and endorser. He also discussed how the brand views the increasing competition in the electric cycle market and a lot more.

Q1. EMotorad offers multiple cycles in the Desire range and X-factor range. What is the target audience for both these ranges?

Ans: We started with the aim of creating a niche for premium e-cycles in India and found a small nook for ourselves in this untapped market. What started as a small penetration was widely received by nationwide audiences. Naturally, the demand for affordable e-cycles increased, giving birth to the X-factor range, built with the average consumer in mind. Our X-factor starts from Rs 24,999, while our Desire range goes up to Rs 55,000.

Every e-cycle we built has its own special USP and target audience. The X-factor series includes the X1, an ideal first e-cycle; the X2, a lighter and sleeker model; and the X3, featuring an integrated battery. The Desire Range has the Doodle, a compact, fat-tyred foldable e-cycle that's easy to pack and carry. We have the T-rex, which boasts a powerful battery, and finally, the EMX, India’s first dual-suspension e-cycle that’s made for tough terrains. Our products cater to different budgets, uses, interests, and experiences; thus, our e-cycles continuously evolve to meet consumer needs.

Q2. EMotorad has both electric cycles with removable batteries and fixed ones in its portfolio. Which of these has shown better results in terms of sales? What percent of the sales goes to each?

Ans: When we studied the market, we understood that removable batteries have an edge over other types. After years of research and R&D, our models and prototypes evolved as we took in consumer feedback.

In the Indian market, removable batteries are largely favoured for three very simple reasons. First, parking lots' lack of charging infrastructure makes integrated batteries tough to charge. Removable batteries can be upgraded, removed in seconds, taken anywhere, and charged. Second, removable batteries are easier to diagnose in case of error. Lastly, fixed-battery cycles come with significant disadvantages and make the cycle heavier. With a removable option, one can always switch their e-cycle to a cycle in a jiffy. 

We developed our first and only integrated battery e-cycle, the X3, specifically made for urban roads, terrains, and gravel. The tyres are designed specifically for this use case, and a concealed battery felt like a natural fit. However, a large chunk of our sales are through our other models, which are removable battery e-cycles.

Q3. What are the future plans for EMotorad as a premium electric cycle company? Are any new models on the way? If yes, what would they be like, and when can we expect them?

Ans: While many may believe the next expansion steps are more e-cycles, models, and sales, we think differently. As a leading e-cycle brand, we are heavily invested in our R&D, technology, manufacturing capabilities, partnerships, and exports and keep innovation at the forefront of all our steps. New models will always follow suit when these building blocks are strong. 

We are heavily invested in developing our integrated drivetrain technology and building the gigafactory, which is central to our expansion plans for new models, not limited to just e-cycles. We enjoy creating valuable models instead of mass-producing them. For example, we recently launched a Kalki Limited Edition Doodle. It’s a Limited Edition Doodle in partnership with the Kalki 2898 team made especially for Prabhas fans.

Similarly, an MS Dhoni 07 edition integrated iconic Indian cricket moments in its design along with his signature with high tensile steel fenders and smarter features. New models are ingrained in our DNA, and we are constantly inspired!   

Q4. Will we get to see some budget E-cycle models in the near future, maybe something for the masses under Rs 20,000?

Ans: The answer may be a little deeper than what’s on the surface. We have started constructing our gigafactory, which positions us as the South-east Asia’s largest integrated e-cycle gigafactory. This enables us to manufacture in-house batteries, displays, motors, and chargers. The manufacturing of the e-cycle in-house is a massive leap for us that helps us exponentially increase our capacity.

While this may seem irrelevant to an average rider, it indirectly impacts how e-cycles are priced. The construction is slated across four phases that boost our production—initially up to 5,00,000 e-cycles annually—helping us reduce costs overall. So yes, big, bright things are lined up for the future, and we definitely have things in store for everyone. 

Q5. How do you see the increasing competition in the electric-cycle segment with other manufacturers like Hero Lectro, Nexzu, etc.?

Ans: A big chunk of our journey at EMotorad has been to educate the audience on what an e-cycle is, let alone buying one. We needed to uplift the industry, which would, in turn, lift us someday. Now, we see the category growing, and the more players in the market, the better it is for the industry and the consumer. When our direct and indirect competitors grow, we grow with it, which is great for the overall industry. 

Four years ago, no one knew us. Today, we have captured over 72% of the Indian e-cycle market. Having onboarded the legendary Mahendra Singh Dhoni as our investor and brand ambassador and created wildly viral campaigns focusing on awareness, we can proudly say we have created ripples in this market and can see a largely positive impact.

Q6. What advantages do you see in your company as compared to your competitors? What makes you better?

Ans: I can say we are at that sweet spot of growth where we are still a startup and can do crazy stuff while carrying the responsibility of making the right moves for the industry. This means we have the agility to move fast, take risks, and follow our gut while at the same time having the gravity to undertake business decisions that may not make outward viral splashes but, rest assured, are making ripples in the long run. 

Q7. Do you think the increasing number of low-speed electric scooters in the market has affected your E-bike sales/growth?

Ans: Both products, a low-speed electric scooter and an electric cycle, are commuting options for users; however, they have different use cases. Electric cycles have the added advantage of fitness, which appeals to consumers. E-cycles offer budget-friendly options as well and are relatively much more cost-efficient. Over the past few years, we have seen a great uptick in e-cycle usage with riders varying all ages appreciating e-cycles and their benefits. 

Q8. On the community building front, E-Motorad has organised India’s 1st E-Cyclothon in Pune. Will we get to see more of such events around the country?

Ans: Community building is extremely important for us, for a simple reason—who would like to ride a cycle alone right?! We have hosted two chapters of e-cyclothons in Bangalore and Pune. This was India’s first e-cyclothon curated exclusively for electric cycle riders, which is one of a kind. The event was aimed at bringing people together and riding for sustainability, true to our mission that’s ‘creating fun movements for the planet and people!’ The event was open to all for any e-cycle rider, packed with fun activities, goodies, dance, Zumba, and even rental e-cycles for the ones who don’t own one. 

We saw riders across all age groups, from 6 to 50, coming in from every corner of the city at 4 AM to celebrate the joy of cycling! Both events saw overwhelming responses from participants, significantly contributing to the growth of communities across India, with more events on the horizon.

Q9. How has the journey been with MS Dhoni as your investor and endorser?

Ans: It’s been a dream that we still pinch ourselves for. We’re all simple people coming from humble backgrounds. If someone told us four years ago we would be standing with him in the same frame, we’d laugh. Today, we overhear people saying “arey yeh Dhoni wali cycle hain na?”, and it fills our hearts with pride!

MS Dhoni is an icon like no one else and is truly Thala for a reason. Not only is he an acute investor with strong business acumen, he is also very product-oriented. He really liked the e-cycles, and his endorsement helped us build trust with our audiences. He is instinctive, and his knowledge and passion for bikes felt like a natural extension of our brand. Overall it’s just been a wonderful experience that we are utmost grateful for every single day.  

Q10. Are there any future expansion plans for EMotorad in terms of infrastructure?

Ans: Our gigafactory is the biggest one, and it opens many opportunities for us in the B2B space. India is an extremely fertile market for international exports, which we are heavily investing in. A robust backend and infrastructure built on innovative technologies is the pathway to this expansion. We are proud Indians and strive to create a product that meets international standards, one that we can proudly present globally as a ‘Made in India’ product. The gigafactory is seeing innovation and expansion that's never seen before, and we are thrilled to see what the future holds in store. 

Q11. How has E-Motorad’s international journey been, with the brand present in Spain, Japan, UAE and Australia? 

Ans: We are from India and understand the Indian market and mindset well. Internationally, every region and country has different rules and regulations that require a deep understanding of the law and consumer needs. Whilst the need is way more than the supply, we have invested a lot of time in understanding the local market, the requirements, the e-bikes that work there, the marketing that people resonate with, and the places and use cases where e-bikes are used. One added advantage outside of India is our time to create product awareness is minimised, as global audiences are quite aware of what e-cycles are.

Today EM is stepping into these markets as we have a significant tech and cost advance as compared to our competitors. We have built a global product which caters to almost every single country out there. We constantly keep learning from one market and implement the best of it in others hence we believe sooner than later we will become a very large global e-bike brand across nations. 

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Emotorad Kalki Limited Edition Doodle is the latest launch from the brand, which is made in collaboration with the team of the recently released movie - "Kalki: 2898 AD" starring Prabhas and Deepika Padukone. The Kalki Limited Edition Doodle V3 e-cycle is priced at Rs  55,999. It is a foldable electric cycle with fat tyres. The e-cycle claims to deliver a range of 60km and has a top speed limited to 25kmph. The Kalki Limited Edition Doodle V3 comes with five riding modes, including pedal assist, accelerate, and pedal mode among others.

Moreover, EMotorad’s manufacturing arm, DYNEM, is set to represent India at the Eurobike expo, which is the world’s largest bike and eco-mobility show. It will be held from July 3rd to 7th, 2024, in Frankfurt, Germany. We have also reviewed the brand’s flagship electric cycle, the EMotorad EMX+, which you can check out here.