MAM
Under 25 platform muscles in as youth culture powerhouse with half-million strong tribe
MUMBAI: A digital juggernaut aimed squarely at India’s youth tsunami has emerged as the hottest ticket in town for brands desperate to crack the elusive next-gen market.
Under 25, boasting a whopping half-million active users, has morphed from mere app to full-blown cultural movement, offering India’s digital natives a veritable playground where they can flex their ambitions and collect real-world perks along the way. On offer is the ability to earn while they learn in their college.
“India has the world’s largest youth population and this segment will undoubtedly shape the future of this country,” declared Jeel Gandhi, the platform’s bullish CEO, who’s clearly not shy about Under 25’s lofty ambitions.
The platform’s secret sauce lies in its multimodal approach that doesn’t just flog content at youngsters but creates a buzzing ecosystem where interaction reigns supreme. With features including “Spaces” for niche communities, mission-based challenges dangling tangible rewards, and a calendar of online and offline events, Under 25 has its tentacles in every aspect of youth experience. It began in 2013 by building a community of driven students, that would come together once a year. This community began to grow across the nation, both physically and digitally. By mid-February, Under 25 had completed 50 Summits at Campus (SACs) across 20 cities, 50 premier institutions, and 40,000+ students.
“The youth in India today are motivated by real experiences that feel authentic,” explained Collective Artists Network group CEO and Founder Vijay Subramaniam. His company acquired the Under 25 universe in 2023 with its CEO & co-founder being Anto Philip then.
The platform’s gamification strategy has proven particularly potent, with features like “Flip Cards & Collectibles” serving up surprise perks including the coveted “Super Rare Golden Cards” – digital treasures that have youngsters positively foaming at the mouth.
For brands desperate to shed their dusty, corporate images, Under 25 offers the ultimate Trojan horse – becoming an active part of the user experience through engaging missions, interactive content and reward-based challenges that provide cold, hard benefits that Gen Z actually gives a toss about.
Says Gandhi: “At Under 25, our vision is to empower and equip them for life. This platform’s diverse touchpoints, from digital spaces to real-world events, make it the go-to destination for anyone looking to connect with India’s youth.”
“Every brand interaction is an opportunity to make a real impact,” said Gandhi. “We have built this platform to empower students and provide them with meaningful experiences. For brands, it’s about becoming a part of something larger, something that genuinely matters to the youth of India.”
As India’s demographic dividend increasingly flexes its economic muscle, Under 25 has positioned itself as the gatekeeper to a generation that will shape everything from consumer trends to workplace culture in the coming decades – a fact not lost on marketers scrambling for relevance in a rapidly evolving landscape.
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.
