Ather Ownership Products: Reframing Software and Residual Value
Reframed software subscriptions and vehicle buyback around affordability and ownership.
- Subscription Products
- Electric Mobility
- Pricing Strategy
- Ownership Models
Sandeep Injarapu
Associate Director, Product at Razorpay
From their time as
General Manager, Product
Ather Energy • 2019 - 2020
Overview
Sandeep reworked Ather's software subscription model and helped create a multi-year buyback offer. The products gave customers clearer ways to think about affordability, software ownership, and residual vehicle value.
The Story
Sandeep joined Ather during a growth phase when connected software and ownership products offered room to expand. The challenge was fitting recurring software charges into an Indian two-wheeler market built around ownership.
He reframed subscriptions through affordability. Separating software from the vehicle could lower the sticker price, while the package still needed to feel compatible with how customers understood ownership.
He also transferred a pattern from mobile-device buybacks into electric vehicles. Working with Ather's battery specialists, he modeled degradation and residual value to show customers what their vehicle could retain over a multi-year period.
The work required alignment with business and marketing leadership, plus technical input from the battery team. Ather launched the revamped subscription packs and a multi-year buyback program on the 450X.
The products became part of Ather's wider non-vehicle revenue and ownership proposition. Public reporting does not isolate Sandeep's contribution to later revenue, so the outcome is stated at product level.
Ownership Snapshot
Broad role
Led product work on Ather's connectivity and ownership offers.
Goal
Make electric vehicle ownership more affordable and predictable.
Direct ownership
Reimagined subscription packaging and developed the buyback product model.
Team execution
Worked with business, marketing, battery, finance, and product counterparts.