New Delhi: Based in Bengaluru, electric two-wheeler manufacturer Simple Energy is again taking a shot at the India’s rapidly expanding electric scooter market by going to the family scooter space. The company hopes to lure the regular user looking for a practical electric scooter to use in the office for errands, school runs, and for the family.
Simple Energy’s move coincides with increasing competition in the electric two-wheeler market. The companies like TVS and Bajaj have already established a good brand among the owners of EVs and are also selling a huge quantity of electric scooters.
Simple Energy will have a lot of work to do to win this competition. The industry reveals that Ather has become one of the rapidly gaining ground players in the market, fuelled by the popularity of its family-friendly Rizta scooter. In the period from January 1, 2026 to December 6, 2026, Ather has sold 1.74 lakh electric two-wheelers, holding around 17% of the market share. Ola, on the other hand, sold 68,148 units during the same period of time.
Simple Energy targets the family buyer
The market for useful family scooters might be the most significant one for Simple Energy. Most buyers in this segment are interested in a good range, comfortable seats, convenient storage, safety and reasonable pricing, not necessarily superior performance.
The company has released the new model of its Simple Wave family electric scooter for booking, the scooter comes with a starting price of ₹1 lakh and claimed range of up to 243 km. Bookings for the Simple Wave family electric scooter started at the company’s showrooms spread across 63 cities and the product is available in over 75 showrooms. Simple Energy currently manufactures approximately 3,000 scooters per month, and is aiming for production to hit 10,000 scooters per month by March 2027.
A broader company strategy might help to transform Simple Energy from a performance-driven EV start-up into something else.
Ather and Ola are still big challenges
The family segment is already a huge advantage to the Ather as it earned in, thanks to good reviews on Ather’s Rizta. With 3 lakh cumulative sales, Indians are getting more interested in family fun-oriented electric scooters.
Ather has also introduced a new Konarc, which offers a price tag of ₹99,999, to cater to a large customer base. So, Simple Energy will have to fight new and cheaper models as well as the existing ones.
Ola, although it has sold a little less than it might, still holds a strong brand presence, a wide variety of products and customers. Access to a broad selection of ranges and/or design alone is not enough for Simple Energy to sell.
What Simple Energy needs to do
The true competition for Simple Energy is going to be availability, reliability, service and price. This will not be possible only with a good scooter. The company should expand their service area, speed up delivery and acquire customers’ trust.
There’s an opportunity there for sure. By the July 2026, the industry data indicates that Simple Energy has sold 7,391 electric two-wheelers from January. The family scooter might help the company gain a better market share if they can roll out more vehicles while not raising price and deliver good after-sales service.
The road ahead is tough but Simple Energy is not going to beat Ola/Ather overnight. All it needs to do is make an Indian family think of buying an EV rather than the bigger EV brands.
