Aryaman Raghuvanshi from EFY engages with Pramod Narendra, Head of Brand Management and Retail Network at Starya Mobility, to explore the overlooked potential of electric vehicle retrofitting. They discuss why retrofitting is excluded from current FAME schemes and state subsidies—and what its inclusion could mean for the future of e-mobility.
Q. Can you provide an overview of your company, Starya Mobility?
A. Starya Mobility was founded in 2018 by four passionate co-founders, including Mr Ravi Kumar as CEO and Mr Gowrav as CTO. Initially, our focus was on developing motors and controllers for new electric vehicles, but we soon shifted towards retrofitting, beginning with the successful transformation of an Activa scooter. This demonstrated superior performance, leading us to specialise in retrofitting. By 2023, after extensive development of our motor, controller, and swing-arm chassis, we began actively marketing our offerings to customers. We currently provide conversions for select scooter models such as the Activa, with plans to expand pending government approval. Our technology employs permanent magnet synchronous (PMS) motors, which are widely used in high-performance vehicles. Our controllers are built around field-oriented control (FOC) technology, ensuring high efficiency and reliability.
Q. What motivated the co-founders to enter the electric vehicle industry?
A. The co-founders of Starya Mobility began their journey with initial scepticism about India’s readiness for electric vehicles (EVs). This view changed when Mr Gowrav observed the success of international companies like Gogoro. His background in IoT and embedded systems highlighted a significant opportunity for innovation.
Mr Ravi’s expertise in motor development laid the technical foundation for the venture, while Sachin, another co-founder, brought the team together by leveraging the synergy between the founders. Mr Mallikarjuna played a key role by developing sophisticated software for online subscriptions and vehicle management, and Mr Bharath Rao strategically shifted the focus from manufacturing new vehicles to retrofitting existing ones, thereby extending their lifespan in the growing EV market.
Together, the co-founders utilised their diverse skills to create a venture that not only adopts advanced technology but also makes it accessible and sustainable, transforming the Indian EV landscape.
Q. What is the process for retrofitting an Activa scooter at Starya Mobility, including safety and compatibility checks?
A. Starya Mobility retrofits Activa models from 2002 to 2019, following a meticulous process to ensure quality and safety. First, each scooter undergoes a thorough evaluation of its suspension, brakes, and other critical components. A valid fitness certificate from the Regional Transport Office (RTO) is required, and if expired, it must be renewed before retrofitting.
We offer two retrofit options: a lower-powered ‘Comfort’ model for `55,000 and a higher-powered model for `89,000. After passing initial assessments and obtaining a valid fitness certificate, the RTO inspects the scooter to confirm its eligibility for conversion. Upon approval, retrofitting begins at our facility, where an electric propulsion kit is installed, and the scooter is refurbished to restore its appearance.
After conversion, the scooter undergoes several quality checks, including vibration tests using a chassis dynamometer, thermal and rain tests to assess operation in various weather conditions, water jet tests to ensure there are no electrical shorts, and battery and performance testing over a 100 kilometre drive.
Finally, the scooter is returned to the RTO for a final inspection, after which a green number plate is issued, signifying its status as an electric vehicle. The registration certificate (RC) is also updated to reflect the new electric propulsion kit number, and the fuel type is changed to electric. This comprehensive process guarantees that all retrofitted scooters meet stringent quality and safety standards, resolving any compatibility issues.
Q. What happens to the internal combustion engine parts when a vehicle is converted to electric?
A. The engine is removed and scrapped through an authorised RTO dealer, who issues a scrap certificate linked to the engine, vehicle registration, and chassis numbers. This certificate is required for the RTO to verify the conversion and issue a new registration card. Without this process, the conversion is not legally recognised.
Q. Could you describe the design challenges faced by your team and provide details about the team composition?
A. Initially, the design team consisted solely of the four co-founders, who were responsible for establishing the foundational design parameters. As the company grew, more team members were recruited, and the focus shifted from finalising designs to improving them. Today, our dedicated R&D design team comprises 11 members, continuously refining design parameters to enhance the functionality and efficiency of our electric vehicle conversions.
Q. Can you share any sales figures or the number of vehicles you have retrofitted since you began selling in 2023?
A. As of now, we have successfully converted 300 scooters in Bengaluru alone. Initially, we launched a pilot batch of 50 vehicles from various brands such as Activa, Access, Dio, Jupiter, Swish, and Maestro. These initial customers were included in our beta testing phase, providing vital feedback that led to further product refinement. Our pricing strategy has been a strong selling point, as our retrofitting service offers the same performance as new electric scooters at a significantly lower cost. For instance, our model is priced at approximately `89,000, which is less than half the price of other high-performance EVs. We are currently focused on verifying product-market fit before scaling up production. This cautious approach ensures that we expand production capabilities only after confirming strong demand for our retrofitted scooters, which offer durability and high-quality materials—contrary to common perceptions about retrofitting in India.
Q. What are your plans for expanding vehicle production and reaching new markets in India?
A. Our expansion strategy includes broadening our product range and extending our geographic presence. We have recently partnered with Exedy Clutch India, part of a Japanese conglomerate, which has taken a substantial stake in our company to help us scale internationally. This partnership enables us to supply motors and controllers for their testing, enhancing our B2B efforts. Simultaneously, we are advancing our B2C strategies by offering retrofitting services to individual customers.
Despite the absence of government subsidies for retrofitting, which limits our price competitiveness against subsidised new EVs, we are committed to expanding our retrofitting services. Initially, we are targeting 5000 retrofitted scooters nationwide and accelerating the development of a new electric vehicle model. This dual approach ensures ongoing innovation and service expansion, catering to a broad spectrum of market needs.
Q. What has been your funding journey, and what are your financial plans?
A. We launched with seed funding from angel investors. Our partnership with Exedy Clutch India was a significant milestone, leading to substantial investment and support for our technological development across both B2B and B2C markets.
Moving forward, we are strengthening our relationship with Exedy by expanding collaboration to include Exedy Japan, which oversees their global operations. This partnership is essential for scaling our operations and exploring international expansion opportunities.
While we will continue benefiting from Exedy’s investments, we also aim to achieve profitability to support our growth independently. This dual focus on securing investment and generating revenue forms the foundation of our future financial strategy.
Q. What components of your retrofit kits are made in-house, and which are imported? Are any materials sourced from Indian suppliers?
A. We manufacture critical components such as motors, controllers, swing-arm chassis, pulleys, and brake housings at our Bengaluru facility. However, due to the limited availability of high-quality domestic options, we import essential materials like lithium-ion battery cells and permanent magnets for our PMS motors. Although there are Indian suppliers for these parts, they also rely on imports. To streamline production, we collaborate with a local dealer who manages these imports, allowing us to combine local manufacturing with high-quality imported materials efficiently.
Q. What government support would enhance your retrofitting initiatives?
A. Retrofitting holds particular appeal in India, where there is a strong sentimental attachment to vehicles. However, the concept faces obstacles such as limited public understanding and inadequate government support, especially when compared to new EVs. There are no government subsidies for retrofitting, which negatively impacts consumer pricing and adoption rates.
We propose that the government extend subsidies to retrofitting, similar to those for new EVs. Equalising support could reduce our costs by approximately ₹20,000 for our entry-level model and ₹30,000 for our premium model, making retrofitting a more attractive and competitive option. This would allow consumers to upgrade their vehicles cost-effectively while benefiting from enhanced performance and reduced environmental impact.
Additionally, aligning retrofitting safety and approval standards with those of new EVs would streamline processes and bolster consumer confidence.
In summary, fostering a supportive ecosystem for retrofitting would involve educating the public on its benefits, adjusting regulatory frameworks, and offering financial incentives to make retrofit options more accessible to a wider audience.
Q. What are the reasons for the slow adoption of retrofitting in India?
A. Retrofitting has been somewhat overlooked in India due to several factors. Primarily, the market is still emerging, particularly in cities such as Bengaluru, where competition is minimal. For example, some companies focus on hybrid conversions using imported hub motors rather than full electric transformations. These hybrid solutions often bypass the rigorous government approvals, registrations, and RTO permissions required for complete EV conversions, contributing to the absence of clear regulatory frameworks for retrofitting.
Additionally, India’s vehicle modification standards are heavily influenced by European regulations, which are gradually being integrated into the Indian automotive sector. This slow integration can delay the development of clear and supportive policies for retrofitting, hindering its broader adoption.
Q. How do you view India’s readiness for a self-reliant EV ecosystem?
A. The Indian EV ecosystem is expanding, and awareness is increasing. However, opinions among manufacturers differ—some view EVs as the future, while others remain unconvinced, particularly in the four-wheeler sector. For two-wheelers, EVs appear more promising.
A key challenge is the establishment of a robust swapping infrastructure, which is both complex and costly. Therefore, significant collaborations within India and internationally will be required to advance this sector.
