In a conversation with Nitisha Dubey of EFY, Harry Bajaj of Mobec Portable EV Charging Solutions, discusses his shift from the B2C to B2B market after facing several challenges. He highlights the company’s customised EV charging solutions for vehicles across logistics, OEMs, and real estate, while underscoring the increasing demand for mobile solutions in the EV industry.
Q. What inspired your shift from a B2C to a B2B business model?
A. Last year, we developed our prototype, a mobility van with power electronics, charging batteries, and advanced software connected to our servers. Initially a fun device, it quickly gained traction, prompting us to expand our team and test the market. We invested in branding and marketing, receiving positive feedback and government recognition as an investable company. We launched a beta programme in Noida, providing free EV charging to 50-80 owners, which helped us gather valuable feedback. Recognising the challenges of a B2C focus, we shifted to B2B, offering customisable charging solutions for various vehicle types. We have applied for patents and now focus on mobility and customisation, integrating our technology with existing B2B ecosystems to provide cost-effective solutions.
Q. How do your integrated solutions enhance income for EV operators?
A. We are transitioning from a customisable solutions company and collaborating with several partners to create tailored solutions for them. Although the partnerships are not yet public, we are developing various designs that can be mounted on three-wheelers. Our primary focus is on selling the products. Of course, we also offer after-sales support, software, and customisable dashboards tailored to different business needs. This allows three-wheeler operators to generate additional income using the charging power van integrated into their vehicles. Additionally, we aim to work with small-scale operators in each community, typically managing 200 to 500 e-rickshaws. Our customisable designs can be seamlessly integrated into their e-rickshaws without compromising passenger space, providing a practical solution to enhance their service offerings.
Q. How do you customise your system for different businesses?
A. We offer customisation based on the specific business needs. For instance, if it is a delivery business with 1000 scooters, we can integrate our system into the scooters, connect it with their app via API, and manage bookings. Everything can be tailored to the order and the business requirements. We have partnerships with various logistics companies, including those with three-wheelers and auto-rickshaws, which are also supported by government initiatives. Our strategy includes creating hotspots for small recharges and facilitating delivery personnel moving between locations. For larger operations, we can discuss deploying bigger units, like trucks, to serve as mobile charging stations. Businesses can purchase these trucks, and we will provide the necessary service.
Q. Which categories of companies are you focusing on?
A. We are focusing on several categories of companies. Our primary focus is on logistics. Additionally, we are targeting OEMs and manufacturers, where we can integrate our systems based on specific needs. Another area of focus is real estate, which includes products for basement parking units, malls, and commercial units. We also concentrate on warehouses, which often need mobile machinery and trucks. To address this, we are developing a larger mobile product that can be utilised in various warehouses and factories.
Q. How many vehicles can this mobility charging system charge simultaneously?
A. We can deliver a range of 500 kilometres to one car or distribute it among ten cars, providing each with 5 kilowatt-hours, equating to 50 kilometres per car. We aim to serve at least six to seven cars, offering 5 or 6 kilowatt-hours each, which should be sufficient for local driving needs. Most EV owners use their EVs as secondary cars, and 60 kilometres is typically adequate for local driving. Our target is to meet this need efficiently.
Q. What are your sources of revenue?
A. We are not generating revenue at the moment; we are currently using our funds to develop products. Initially, we planned to make revenue from B2C, but the capital expenditure was too high. Now, we are focusing on B2B products, which will be deployed in phases based on the companies we are working with. Our main revenue stream will come from these B2B products, and we expect it to start in Q3 or Q4.
Q. Where have you sourced the components for your products?
A. About 90-95% of components are made and assembled in India, while a few are imported from more advanced countries in the EV sector. We started with a B2C app restricted to Noida for beta users. We also offer customisable dashboard solutions. All our software and technology solutions are developed internally.
Q. Which cities are you targeting for business expansion and growth?
A. Our primary focus is on tier-one cities due to their higher adoption rates and greater buying power. However, we cannot overlook tier-two cities, which are also developing rapidly. Initially, our B2C strategy aimed to deploy our vans in tier-one cities. But now that we are open to partnerships and selling our products, any town is viable if the buyer or partnering business wants to showcase their contribution. A larger network and broader coverage are advantageous for us, so, as sales personnel, we are flexible and open to any opportunities that arise.
Q. In your opinion, how can government incentives better support mobile EV solutions and stranded users?
A. There are numerous government incentives available, focused on both end users and businesses involved in EV production and battery manufacturing. As a service and product company, we benefit from these schemes, including tax breaks and data applications. Our product, which offers mobile and on-the-move solutions, could benefit from more targeted support. While the government is installing many charging stations, it should also consider the needs of those who find themselves stranded. Our aim is not to compete with the existing EV infrastructure or disrupt the charging station network but to complement it by providing parallel services. Mobile solutions should be made available at major hubs. For instance, if there are 20 public charging stations, an additional 20-30% should be allocated for mobile solutions. This approach would increase revenue and offer greater convenience to end users.
Q. Are there any plans for future product development or business expansion?
A. We developed a mobile charging station resembling a traditional structure but equipped with wheels, making it highly versatile. This 5.5-foot plug-and-play power bank features an embedded battery and charging gun, suitable for all vehicle types. Ideal for parking areas, it can be pre-booked for convenience, allowing users to charge their vehicles while they shop. Mall owners can monetise these stations through ads and promotions for on-site shops, enhancing tenant visibility. The station offers a power capacity of 5kW, capable of charging five to six cars, providing around 42 kilometres of range per vehicle. The self-charging time is under two hours. We are ready to take orders for this innovative commercial charging solution. It is going to be launched soon. Other details are confidential and will be shared after the product’s launch.
