Kinetic’s new electric vehicle subsidiary has launched the Kinetic DX electric scooter and aims to be among the top three electric two-wheeler manufacturers in India by 2028.
Kinetic’s Bold Electric Vision
Kinetic Watts and Volts, the electric vehicle arm of Pune-based Kinetic Engineering Ltd, is setting ambitious targets for the Indian market. The company plans to become one of the top three electric scooter players within the next three years.
Their goal is to achieve an annual production and sales volume of 1.5 lakh electric scooters by 2028. Initially, the focus will be entirely on scaling up the Kinetic DX model, though future variants are already in the pipeline.
Introducing the Electric Kinetic DX
The new electric Kinetic DX revives an iconic name from the brand’s past. This e-scooter is priced between Rs 1.11 lakh and Rs 1.17 lakh, depending on the variant.
It enters a competitive segment, vying for market share against established electric scooters like the Bajaj Chetak, TVS iQube, Ather Ritza, and Hero MotoCorp’s Vida V2. The electric two-wheeler market is seeing a dynamic shift, with traditional automotive players increasingly dominating sales charts.
Companies like TVS Motor and Bajaj Auto have recently topped sales, demonstrating their strong presence and market leadership in the evolving EV landscape.
Building a Robust Distribution Network
To support its ambitious sales targets, Kinetic Watts and Volts is prioritizing a rapid expansion of its dealer network. The company aims to establish around 300 dealerships across India over the next three years.
Even before the official launch, 20 dealers had already signed up, primarily in Western India. The immediate plan is to reach 150 dealers across 50-60 markets within the first year of the Kinetic DX’s launch.
Expansion will begin in major cities such as Pune, Mumbai, and Surat, before extending to smaller towns. These smaller towns are crucial, as they account for nearly half of India’s current EV sales. While international markets like Africa, the UAE, Vietnam, and Europe are being considered for the future, the immediate focus remains on solidifying the domestic presence.
Leveraging Group Synergies for Production
Kinetic Watts and Volts benefits significantly from the integrated support of the wider Kinetic Group, a long-standing name in India’s automotive sector. Key components, including the controller, motor, battery, chassis, and sheet metal, are all manufactured in-house by various Kinetic Group entities.
The manufacturing process takes place at Kinetic Engineering’s modernized facility in Ahilya Nagar, Maharashtra. This factory, which once produced the classic Luna scooter, has been fully upgraded with a dedicated assembly line for electric vehicles.
The plant currently has a capacity to produce 6,000 electric units per month in a single shift, which can be scaled up to 12,000 units with multiple shifts. This capacity is vital for achieving the 1.5 lakh annual unit target.
Kinetic Engineering has already invested Rs 80 crore in its EV subsidiary and plans an additional investment of Rs 177 crore. These funds will primarily support working capital needs and critical marketing initiatives.
- Kinetic aims to be a top 3 electric two-wheeler player in India by 2028.
- The company targets 1.5 lakh annual scooter sales by its third year of operation.
- Initial focus is solely on scaling the newly launched Kinetic DX electric scooter.
- A robust distribution network of 300 dealerships is planned across India.
- Manufacturing relies heavily on in-house production of key components within the Kinetic Group.
The Kinetic Group’s commitment to electric mobility extends further, with another company under the Firodia family, Kinetic Green Energy and Power Solutions, also producing electric two-wheelers like the e-Luna, as well as electric three-wheelers and golf carts.
