In this conversation, Dipaq sits down with Bikash, Head of Design at Ather, whose 11-year journey is a masterclass in building a design-first EV brand from a startup to a public company.From the early days of an idea to pioneering India's two-wheeler EV space, the guest details their unique approach to innovation: challenging the status quo, designing for an integrated experience (hardware and software in sync), and betting on customer experience over market research.We dive deep into how Ather successfully fostered a deeply connected community that acts as an advocate and an essential testing ground for new products. The guest also shares the critical cultural elements - freedom with accountability and a non-hierarchical design decision-making process - that has kept the core design team together for over a decade.This episode is a must-listen for designers, entrepreneurs, and anyone curious about how to create a lasting brand by placing value and experience at the core of the product.In this episode, you'll discover:- The 11-year journey of building Ather from a startup to a public company and the surprising blessing of "naivete" when challenging automotive norms.- How Ather used a "build for us" mantra to create an aspirational EV product that went mainstream.- The vertical integration model and the "story-down" approach that aligns hardware and software design.- Why engaging with customers early (and even making them spokespeople) is an Ather superpower in building community and gathering genuine feedback.- Insights on the massive potential and "golden decade" for India's EV market and why the country is poised to become a global export hub for design and tech.- The mindset every EV brand needs to be timeless: finding a unique foothold that people genuinely care about.CONNECT:Find us at [https://www.groundbreak.in] [[email protected]][email protected] by Syqi: https://syqi.art/

Ver todos los episodios