MAM
Navigating the risks of electric vehicle startups
Mumbai: The electric vehicle (EV) transition is well under its way in India. As our urban centers swell and environmental concerns grow, the attraction of EVs only increases. Yet, for startups in this promising industry, the road is filled with both grand opportunities and formidable challenges.
Today, an EV startup begins its journey in the backdrop of robust government support and a societal shift towards sustainability. The government has implemented measures such as the faster adoption and manufacturing of hybrid and electric vehicles (FAME) scheme, which incentivizes both manufacturers and consumers through subsidies and benefits. This policy framework is critical because it lowers the barriers to entry for new players and reduces the cost burden on consumers. Additionally, as environmental consciousness rises among our population, more consumers are drawn to EVs as a cleaner alternative to traditional combustion engines.
However, the path for EV startups is not without obstacles. One of the most significant hurdles is the high initial cost of electric vehicles, primarily due to the expensive batteries that power them. These costs pose a considerable challenge in pricing EVs competitively against conventional vehicles. Additionally, the infrastructure for charging these vehicles is still in its infancy. The lack of widespread and easily accessible charging stations and battery swapping facilities creates ‘range anxiety’ – a concern that EVs can’t undertake long journeys without running out of power.
Compounding these challenges is the dependency on international markets for critical components like lithium, used in batteries. This reliance exposes Indian startups to global supply chain volatility and potential disruptions, which can impact both production schedules as well as costs. While diversifying supply sources and investing in local capacities may mitigate these issues, they don’t help in the short term. Furthermore, the current market offers limited models of EVs, limiting consumer choice and potentially slowing down the rate of adoption.
Despite these challenges, there are also vast opportunities. The ongoing expansion of charging infrastructure, driven by both public and private investments, promises to gradually alleviate range anxiety. This expansion will not only make EVs more practical for daily use but also opens up new business avenues for startups focused on charging solutions and battery technology.
Potential technological collaborations also present another bright spot. Partnerships between Indian startups and leading global tech companies can introduce cutting-edge advancements in battery life and vehicle efficiency into our market. These collaborations are vital for keeping pace with the rapid technological evolution in the EV space and staying competitive against both domestic and international automotive giants.
Also, as mentioned earlier, growing urban congestion will boost demand for efficient and clean transportation, offering a continuously growing market for EVs. This local growth, coupled with the potential for exporting to other developing nations, provides a lucrative opportunity for scale and impact.
However, navigating this landscape requires more than just innovative technology and government support; it demands a strategic approach to managing risks. EV startups must be agile, ready to adapt to technological advancements and leverage data analytics to anticipate shifts in consumer preferences. They must also continue advocating for consistent government policies to ensure a stable investment and operational climate.
Ultimately, the success of EV startups in India will hinge on their ability to turn these challenges into stepping stones. By leveraging government incentives, adopting advanced technologies, and continuously innovating in response to infrastructure and market needs, these companies can not only survive but thrive. The journey of electric vehicle startups in India will indeed be a testament to the dynamic interplay of risk and opportunity – a story of navigating uncharted territories to build the future of our transportation.
The article has been authored by entrepreneur and graduate of Harvard Business School Sajju Jain.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
