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Case study analysis reveals targeted digital engagement boosts consumer retention for electric vehicle startups, highlighting the value of localized marketing in emerging markets.
The fast growth in eco-friendly transport has brought about many two-wheeler electric vehicle (EV) companies in urban India, and Nagpur City is showing signs of turning into a hub for green transportation. This research studies the digital tools used by EV startups in Nagpur to engage with customers, highlighting how technology shapes their trust, awareness, and loyalty. By studying via case studies, the authors look into the three leading startups through interviews, surveys, and an examination of online content. Engagement strategies focus heavily on social media, mobile apps, influencer marketing, and interactive web pages, yet finding enough time to offer real-time support, personalize the experience, and keep content regular still presents some challenges. The report finds that having local and tactful digital strategies helps retain customers and encourages tier-2 city residents to use EVs. Advice is offered to increase digital interactions and address existing issues with how companies engage their customers.
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Gupta et al. (2026) studied this question.
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