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For years, the sales of Ultraviolette electric motorcycles remained modest due to their premium pricing. The startup is now making a bid to achieve meaningful scale and go mainstream. With Ather’s renewed momentum lifting electric two-wheelers, can Ultraviolette finally catch its moment?
“Apna time kab aayega?” (When will my time come?) That’s what premium electric two-wheeler maker Ultraviolette could be wondering nine years after setting up shop. The beginning was rosy. The Bengaluru-based startup got the backing of TVS Motor and a roster of reputed Indian and global investors. But for years, its sales remained modest, as its premium pricing (around INR4 lakh, ex-showroom) stopped it from becoming mainstream despite having at
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