Teaching Note: Pure EV: decoding the mind of the Indian consumer

Pure EV is an Indian start-up incubated at Indian Institute of Technology Hyderabad, focusing on the electric two-wheeler (E2W) and lithium battery market. Founded by Dr Nishant Dogari and Rohit Vadera, the company manufactures electric scooters and motorcycles under the “PURE EV” brand and lithium batteries under the “PURE Lithium” brand. With a valuation of US$35m and a significant market presence in India and South Asia, the company operates in an industry experiencing rapid growth.

The Indian EV market, bolstered by government initiatives such as the FAME-II scheme and rising fuel costs, presents immense opportunities. However, challenges such as high...