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Ather Energy is entering auto insurance through a subsidiary to offer EV-focused policies and simplify the ownership experience for its customers.
Breaking it down: Ather Energy is a leading Indian EV maker known for its smart scooters and a full ecosystem spanning charging, software, servicing and accessories.
Now, Ather is expanding into auto insurance. The company’s board has approved the creation of a wholly owned subsidiary that will operate as a corporate insurance agent.
This means that the company will not underwrite insurance or take balance-sheet risk. Instead, it will partner with multiple insurers to distribute motor insurance products directly to its customers.
The why: the move addresses a key pain point for EV owners. Insurance for electric vehicles is often priced inconsistently, offers limited EV-specific coverage, and can be cumbersome to renew.
By bringing insurance distribution in-house, Ather plans to offer EV-tailored policies, simplify renewals, and integrate insurance more seamlessly into the ownership journey.
Big theme: strategically, insurance also deepens customer engagement beyond the point of sale. As India’s motor insurance market grows alongside rising vehicle penetration and stricter compliance norms, manufacturers are increasingly looking to control more touchpoints.
For Ather, insurance is another building block in creating a fully integrated EV ecosystem, strengthening loyalty while unlocking a steady, asset-light revenue stream.
