Kinetic Green is gearing up to make a significant shift in its business strategy, transitioning from a predominantly B2B (business-to-business) focus to an expanded B2C (business-to-consumer) approach. As we delve deeper into the strategic focus of the brand, Sulajja Firodia Motwani, Founder and CEO of Kinetic Green, expresses how she is looking to tap into the rapidly growing consumer market for electric two- and three-wheelers, aiming to provide affordable, accessible, and sustainable mobility solutions for India’s masses.
Motwani envisions Kinetic Green as a leader in green mobility, driven by a mission to deliver eco-friendly transportation for the masses. “Our vision is to lead the green mobility space by making sustainable transportation affordable and accessible to all. It’s not just about providing mobility; it’s about creating an impact for a better planet,” she explains. This vision is underpinned by a broader ambition to achieve a top-line of INR 10,000 crore by 2030 in the electric two-wheeler (E2W) and three-wheeler (E3W) sectors.
Strategic Shift: B2C Market Focus
Having established a strong foundation in the B2B sector, Kinetic Green is now set to expand into the consumer market, where it believes the greatest growth opportunities lie. The company’s B2B ventures have seen success with orders from government projects and large-scale deployments, including partnerships with Delhi Metro and Amul for customised EV solutions. Now, the company is looking to replicate this success in the consumer space by leveraging its expertise in EV technology and platform design.
Motwani acknowledges that the B2C market represents 90% of the potential in the electric three-wheeler space, compared to 10% for B2B. This shift in focus is strategic, aiming to capture a larger share of the fast-growing market for electric vehicles in India. “Our future strategy will revolve around the B2C market, which offers immense potential for growth. With our cutting-edge technology and platform engineering, we are confident that we can meet the needs of Indian consumers,” she said.
Innovative Products & Technology
Kinetic Green’s product portfolio, which includes electric two-wheelers and three-wheelers, is designed with innovation and affordability in mind. The company has developed robust platforms for its three-wheeler range, including the L3 and L5 variants. The L3 platform offers both passenger and cargo options, while the L5 platform set to launch soon features advanced motor technology, a digital cluster, and hydraulic brakes for a smoother driving experience. The L5 models will also include ultra-fast charging solutions, allowing vehicles to operate for up to 16 hours a day, which is particularly beneficial for commercial users.
In addition to these offerings, Kinetic Green is set to introduce new models in its two-wheeler segment, based on the eLuna platform. The eLuna aims to revive the legacy of the Kinetic Luna, albeit in the electric format. The idea was to make it affordable and within reach of the common man, as it was for the legacy Luna. Designed for both B2B and B2C markets, the eLuna comes with options for fixed and swappable batteries, catering to different customer needs. Motwani noted that eLuna has already received a positive response in its initial rollout, with plans to scale production in the coming months.
Addressing Consumer Needs
One of the cornerstones of Kinetic Green’s strategy is to make electric vehicles affordable and accessible to the Indian population. The company’s products are designed to offer value for money, with features such as ultra-fast 15-minute charging and swappable battery technology, which reduce downtime and improve convenience for users. Motwani highlighted that Kinetic Green has focused on building long-lasting, robust vehicles tailored to Indian driving conditions, ensuring that customers get the most out of their investment.
The company is also addressing the issue of range anxiety with its ultra-fast charging (by Exponent Energy) solutions, which allow drivers to charge their vehicles fully within 15 minutes. This feature is particularly important for commercial drivers who need to maximise their operational hours.
Manufacturing & Expansion
Kinetic Green has aggressive expansion plans backed by a new state-of-the-art manufacturing facility in Supa, Maharashtra. The plant, spread across 42 acres, has a capacity to produce 100,000 three-wheelers and 1 million two-wheelers annually. The company is also committed to social inclusion, with plans to employ 40% of its workforce as women, reinforcing its commitment to sustainability and empowerment.
To support its growth, Kinetic Green has secured $25 million in investment, with another $15 million expected. This capital will be used to upgrade manufacturing capacity, expand the supplier network, and fund research and development to enhance its product offerings. Its new product lineup, combined with investments in manufacturing and technology, signals that Kinetic Green is ready to become a challenger in the consumer electric vehicle market.
Motwani is optimistic about the future, stating, “Our winning formula—cutting-edge technology, value-for-money products, and a strong commitment to sustainability—will help us achieve our vision of leading green mobility for the masses.” As the company accelerates its transition into the B2C segment, it is poised to make a significant impact on the scaling up of electric mobility in India.
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