MAM
Ecco shoes steps into India; to pump in Rs 10 million in marketing
MUMBAI: Danish major Ecco shoes launched its operations in Delhi with the introduction of its premium golf footwear priced at Rs 26,999.
The company also launched its formal and casual range for men and women. These shoes will initially be available in three cities – New Delhi, Mumbai and Chandigarh and will be retailed out of Shoetree outlets.
In the first year of operations, a budget of Rs 10 million will be allocated to support a very selective marketing effort focused at the concept stores.
The shoes will soon be available at other select high-end stores as well. The company also plans to open two “Concept” stores in its first year of operations, the first of which in New Delhi, will be announced within a fortnight. The initial likely investment of the franchisee is up to Rs 10 million in an Ecco Concept store by a franchisee.
The company’s distribution model will be very selective. Ecco shoes will be only available in a few hand picked outlets, in addition to the concept stores, in keeping with the premium positioning of the brand.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
