Pranav Singanapalli’s Emote Electric aims to ace the Indian EV market

Pranav Singanapalli’s Emote Electric aims to ace the Indian EV market


Delhi | Pranav Singanapalli, the founder of Emote Electric, channels his passion for science, technology, and design in improving the role of electric vehicles (EVs) towards a more sustainable and equitable future. sat down for a chat with Pranav to delve into the intricacies involved in pushing EVs in the Indian market.

“I consider myself to be somewhat environmentally conscious, based on my experience, I understand the remarkable power of electric motors. I felt that EVs weren’t being presented properly – they weren’t treated as a developed product. During that time, all the EVs sold in India were essentially imported units, fully assembled and imported. No company was genuinely focused on building a market or developing a product due to limited interest,” Pranav said.

“My expertise lies in creating products, it’s a significant part of my profession. So, I thought, let us design something which people would genuinely want to buy. That’s how it all began. The initial prototype came about in 2015, but I had begun working on it full-time in 2014. Since then, it’s been an ongoing process of product development,” shared the industrial designer.

Pranav went on to explain the various complexities he faces during the course of his venture. “We have to collaborate with suppliers, and there’s no way around it. It’s crucial for both the supplier and other stakeholders to have confidence in our capabilities, which is quite understandable. This is one of the most challenging aspects because it’s not optional; we have to work together. At the very least, we’re dealing with 50-60 suppliers. So, that has been quite a challenging aspect.”

The entrepreneur clarified that they were currently in the pre-production phase of his product and had finalized the lineup, which had already been publicly revealed.

“We offer the product in two variants with varying performance specifications. However, the first deliveries are still approximately six months away. One of the upcoming models is unfortunately a low-spec vehicle. Nevertheless, if things go well, we plan to introduce a higher spec model. This will be a competitive option in terms of both performance and price, aligning with the range of a 125cc motorcycle, particularly between 125cc and 135cc,” he revealed.

In a price-sensitive market like India, Pranav stated that there are pricing challenges also associated with EVs. He also discussed his strategy to compensate for this challenge by incorporating distinctive features in his product.

“A significant part of the price is due to the battery pack, and its size directly affects both range and cost. Unfortunately, we can’t eliminate the need for a substantial battery pack as people desire a higher range. Despite the challenge of high costs associated with substantial battery packs, we prioritize offering competitive pricing within 10 to 15 per cent of petrol vehicles, aligning with our commitment to similar performance and convenience. This principle guides our design optimization efforts, distinguishing us from other companies,” he explained.

“We’re holding off on dealership grants until we have a product ready for showcasing. We’re considering a multi-brand dealership model, requiring exclusive dealers to sell our vehicles. Our focus is on preparing dealers before the deliveries begin. Once our first vehicle starts delivering, pricing and service support will be in place. We’re in the hiring process and working with a global consultant to set up our dealership. We’ve received over 600 dealership applications,” Pranav said.

Pranav expounded on his vision for the future of Emote Electric, shedding light on the upcoming “game-changer” that he believes will revolutionize the EV landscape.

“Practicality and convenience are key factors. These aspects are closely tied to the range and ease of charging. To address this, we’re establishing overcharging stations and home charging stations for our motorcycles, compatible with both fast charging and home stations. We offer an extended 200-pack with an impressive 600-kilometer range, a unique offering in the market. By alleviating early adopters’ pain points, we aim to create a positive experience, potentially triggering a tipping point where more users join. As positive feedback spreads, a significant shift is expected before 2028, marking a meaningful transformation in electric vehicle adoption.”

Pranav also discussed his initial expectations and the challenges he encountered, highlighting unforeseen issues that arose during the startup journey.

“My initial expectation was to secure significant funding along the way, allowing us to outsource various components and assemble them, as is common in other industries. However, we didn’t receive the expected funding, leading us to independently develop much of the technology. The timeline extended longer than anticipated, and I personally didn’t foresee being directly involved in activities like soldering circuits on a PCB (Printed Circuit Board) that we designed ourselves.”

He concluded by adding that he planned to grow the business by utilizing social media platforms rather than traditional, budget-intensive methods like television and newspapers. Currently constrained by budget limitations, he emphasized the cost-effective nature of social media marketing. However, with adequate funding in the future, he indicated a willingness to adopt larger-scale advertising approaches for promoting his products to a broader audience.