What question did this study set out to answer?

The research aims to analyze the influence of policies and consumer behavior on electric two-wheeler market dynamics.

February 12, 2026

Pure EV: decoding the mind of the Indian consumer

Key Points

The research aims to analyze the influence of policies and consumer behavior on electric two-wheeler market dynamics.
Evaluated government policies affecting the electric two-wheeler industry.
Applied personality trait theories for consumer segment identification.
Constructed buyer personas based on demographic and psychographic data.
Recommended strategies for enhancing brand competitiveness and growth.
Identified key factors influencing consumer adoption of electric two-wheelers.
Highlighted the importance of strategic consumer segmentation for targeted marketing.
Emphasized the need for improvement in charging infrastructure to boost consumer confidence.
Proposed actionable strategies for Pure EV to enhance market positioning.

Abstract

Learning outcomes The learning outcomes can be identified as follows: • critically analyse the influence of government policies and external market dynamics on the growth, competitiveness and innovation within the electric two-wheeler (E2W) industry; • apply and evaluate personality trait theories to determine the most suitable consumer personality segments that Pure EV should target for effective market positioning; • synthesize and construct a comprehensive buyer persona for next-generation electric vehicle consumers by integrating demographic, psychographic and behavioural segmentation insights;• design and recommend a strategic action plan to enhance Pure EV’s market growth, brand sustainability and long-term competitiveness in a rapidly evolving electric mobility ecosystem. Case overview/synopsis Pure EV was an Indian start-up incubated at Indian Institute of Technology Hyderabad, focusing on the E2W and lithium battery market. Founded by Dr Nishant Dogari and Rohit Vadera, the company manufactured electric scooters and motorcycles under the “PURE EV” brand and lithium batteries under the “Pure Lithium” brand. With a valuation of US35m and a significant market presence in India and South Asia, the company operated in an industry experiencing rapid growth. The Indian EV market, bolstered by government initiatives such as the Faster Adoption and Manufacturing of (Hybrid and) Electric Vehicles in India-II scheme and rising fuel costs, presents immense opportunities. However, challenges such as high initial costs, limited charging infrastructure and consumer apprehension regarding EV technology persist. Complexity academic level This case is appropriate for use in postgraduate course on marketing, particularly on “Analysing Consumer Markets” (STP) module. The case can also be taught at the graduate or the executive level courses dealing with consumer behaviour. The instructor can also use this case to explain the issues of emerging markets, particularly for executive-level professionals. Subject code CSS 8: Marketing. Supplementary materials Teaching notes are available for educators only.

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