Ather Energy, a prominent player in India’s electric two-wheeler market, is set to revolutionize the user experience with the introduction of a multi-language dashboard interface for its popular Rizta scooter. This pioneering move aims to cater to a wider audience by allowing riders to interact with their scooter in their preferred language.
The rollout will commence with Hindi in the coming weeks, followed by the gradual introduction of Marathi, Gujarati, Bengali, Tamil, Telugu, Malayalam, and Kannada. Ather Energy has expressed its commitment to expanding language support based on user feedback and demand.
Ravneet Singh Phokela, Chief Business Officer at Ather Energy, emphasized the significance of this initiative, stating, “This isn’t just about functionality; it’s about recognizing the emotional connection people have with their language. In India, language is deeply intertwined with identity. By offering this multi-language option, we empower our customers with a more personal and meaningful interaction with their scooters.”
Ather ab bolega aapki bhasha!
— Ather Energy (@atherenergy) January 24, 2025
Thanks to Multi-Language Dashboard, you’ll soon be able to set Hindi, Kannada, Tamil, Marathi, Gujarati, Malayalam, Telugu, or Bangla as the default language for your Ather scooter.#Atherstack #Ather #BuildingForBharat #Bharat pic.twitter.com/uCx8IR1nH2
The company is currently exploring regulatory approvals for this innovative feature. While the initial focus is on the Rizta, Ather Energy plans to extend this multi-language capability to its entire scooter portfolio based on market response.
This move aligns with the growing trend of language preference among Indian internet users. A recent report by the Internet and Mobile Association of India (IAMAI) and Kantar revealed that 98% of internet users in India access content in their native languages.
Scooter Tech, now in multiple Indian languages!
— Tarun Mehta (@tarunsmehta) January 23, 2025
Designing for India doesn’t just mean focusing on Indian conditions—it also means understanding consumer preferences. So we decided to incorporate something that’s possibly even more fundamental to the Indian consumer’s experience… pic.twitter.com/PSUfAIVQJG
The multi-language interface will be seamlessly integrated into the Rizta through an over-the-air (OTA) software update to AtherStack, the company’s proprietary in-house software platform. AtherStack serves as the backbone for various features on Ather scooters, including safety functions, connectivity options, and smartphone integration.
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