How Ather Is Shaping The Future Of Electric Mobility And Building A Strong Employer Brand

See what Rohith Hariharan from Ather has to say about how his company is shaping the future of electric mobility along with building a strong employer brand.

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It is crucial to keep talent excited and engaged in today's competitive job market. At Ather, we go beyond simply attracting people; we want them to feel like heroes shaping a bigger story—the future of electric mobility.

"Be the Story"

"Be the Story" isn’t just a tagline; it’s how we operate. We believe everyone at Ather is a protagonist in the “OG” electric story. We’re not just making electric vehicles but pushing the boundaries of what owners can expect from a “scooter.” This resonates with those seeking more than just a job. We've identified Ather's true story: innovation and leading the charge toward creating a truly electric future.

That said, the story of Ather doesn’t write itself; the people do. Our team members are the core of our story. We see them as the driving force in this change, inviting everyone—potential or existing team members—to contribute to something bigger.

Beyond HR: The Power of Collective Narrative

Our tagline, "Be the Story," goes beyond traditional Employer Branding strategies. It’s about showcasing the power of our collective narrative to create a strong, connected workplace. It's about feeling like you make a difference and shaping the future together. We believe in authenticity. Sharing both successes and challenges builds trust and reinforces our "we're all in this together" mentality.

Collaboration underpins everything we do, from how we evaluate performance to how we get things done. Our culture collective - Think As A Species (TAAS) - talks about collaboration in the value: "None of us is as smart as all of us."

We expect people who join us, whether from campuses or laterally, to possess this collaborative mindset. When we assess students, we evaluate their application of knowledge rather than knowledge in isolation. One example of this is the "Craze-A-Thon" we conducted, where engineering college students were asked to solve problems across domains—not just within their specific area of expertise. This was unfamiliar territory for students, but their commitment to thinking “first principles” and collaborating was clearly demonstrated.

It's How We Do It

As Ather grows, so does our commitment to "Be the Story" and TAAS. It’s not just a campaign; it’s a way of life that inspires our team and shapes our employer brand. It's not just what we do, but how we do it together that makes us special.

The above article was written by Rohith Hariharan and reflects the view of the individual. It does not represent Ather Energy’s opinion as an organization.

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Edited by

Rohith Hariharan

Employer Branding Expert @ Ather Energy

With over 16 years of experience in hiring, managing, and retaining high-performance teams, I am passionate about building a truly electric future at Ather Energy, India's only hardware startup in the electric vehicle domain. As the Lead Talent Partner (CRP) and Head of Employer Branding, I have a dual role of nurturing talent in the corporate vertical and developing internal and external brand activation.