Oben Electric, India’s leading R&D-focused electric motorcycle brand, recently unveiled the Rorr EZ Sigma, its next-generation electric commuter motorcycle. Priced at an attractive introductory rate of ₹1.27 lakh, this bold new EV is designed for the urban Indian rider seeking performance, convenience, and cutting-edge technology.
We had the honor of conversing with Oben’s Co-founder and CEO, Ms Madhumita Agarwal and she has shared some wonderful insights into the brand and their strategy.
Read to find out!
Congratulations on a great product.
- Thank you so much.
It is great to see an Indian brand coming up with ‘All-India’ R&D.
- That’s the only way. Only those companies — and the data shows this too — only the players who have their own technology are surviving.
If you look at your competitors — though not a direct competitor — Ola has made their own battery in India. They launched it recently, the 4680. What is your take on that and would you also be looking at something like this in the future?
- Right now, we want to just focus on motorcycles because its a huge market. We’re talking of ₹1.5 Crore kind of numbers. so we would like to focus on that segment which is untapped. And if you see a smaller segment like scooter, almost 7-8 players are surviving and doing well. So when this is a larger segment, we have just hardly scratched the surface. We will be focused. We will be very, very focused on bringing good products in the motorcycle segment.
At Oben Electric, research and development isn’t just a department—it is the very foundation of the company. The brand believes that for the electric motorcycle segment to truly evolve, innovation in R&D is essential. Customer expectations around acceleration, performance, design, and safety drive every decision, and Oben Electric’s commitment is to deliver a better, more reliable experience for riders.
It’s only been a few year since the company was established. How has the response been from customers in terms of reliability and service?
- Fantastic. This is where the confidence comes in — when the customers back you, right? So, our strategy as a company from day one — we did not try to tap into the North, South, everywhere. We first established ourselves in the South, in Bangalore with our service centers. Then we came to Delhi, then we went to Pune. We spend the entire last year laying down a foundation and the oldest vehicle is only 2 years old. It is still in the market and customers are still riding it. That is the confidence we have.
Our CSAT Score, our Customer Satisfaction score, which is a metric we follow meticulously. We are not a big brand, like Bajaj or TVS, so for us, as a new brand, it is a very big thing. Our CSAT score is at 90%. And that is where our confidence comes from.
While high-performance bikes often dominate conversations, Oben Electric has identified that the real opportunity lies in the commuter motorcycle segment. Nearly 56 percent of the market falls in this category, and motorcycles make up almost 70 percent of total two-wheeler sales. This is where Oben is strategically placing its products — the Rorr, Rorr EZ, and Rorr EZ Sigma — all targeted at customers in the sub-1.5 lakh price bracket.
The journey began with a clear focus on the fundamentals—design, performance, and safety. Oben Electric is the first and only company to introduce LFP battery chemistry in a two-wheeler, especially in the motorcycle category. What makes it stand out further is that the battery is not outsourced but designed and manufactured in-house, ensuring tighter control over quality and innovation. Even the motor is built within their own facilities, setting industry-leading benchmarks.
Oben Electric has already filed over 25 patents, underlining its emphasis on originality and proprietary technology. Even aspects like paint and color are treated with the same seriousness as core engineering. A dedicated paint team ensures durability and reliability for 8–10 years, and standout shades, such as the company’s popular red, have already struck a chord with customers.
What’s the future plan?
- We have just announced our plan to open 100 showrooms by the end of the year. Our team is entirely focused on that at the moment.
And what about the sales target?
- For the next 5 years, if we look at my business plan, we are targeting 5 lakh unit sales. And this month is very auspicious for us because we have completed 5 years since the inception.
Thank you so much for talking to us. We look forward to seeing your strategy play out.
With three differentiated products, Oben Electric is positioning itself as a frontrunner in redefining the everyday riding experience for Indian commuters. The company is also mindful of evolving safety and battery regulations, ensuring that its products stay ahead of the curve. Deliveries of the Rorr EZ Sigma have already begun, starting on August 15, a symbolic milestone for the brand. By the end of the year, Oben Electric aims to establish 100 retail stores and is targeting sales of one lakh units.
