“Localisation Is Key”: Inside Euler Motors’ Strategy For EV Success With Gaurav Kumar
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In an interview with Utkarsh Agarwal, Editorial Lead of BW Auto World, the Head of Supply Chain & Manufacturing at Euler Motors, Gaurav Kumar discusses the company’s strategic approach to product development, supply chain resilience, and India’s potential as a global EV manufacturing hub. From advanced features in commercial EVs to proactive solutions for the semiconductor shortage, Kumar highlights how Euler Motors is shaping the future of sustainable mobility in India.
Read the excerpts below: -
How is Euler Motors innovating its EV products to meet the specific needs of Indian consumers and businesses?
Indian consumers demand vehicles capable of carrying heavy payloads, traveling long distances with minimal downtime, and delivering reliable performance in challenging conditions. Euler Motors addresses these needs through innovation and engineering that outpaces traditional ICE vehicles.
Our flagship Storm EV 4W offers a 1250 kg payload capacity, the highest in its segment, complemented by advanced ADAS features like night vision and collision alerts. These features enhance safety and reliability for businesses operating in diverse environments. Additionally, our active liquid cooling technology ensures battery longevity and consistent performance in India’s extreme climates.
By leveraging telematics and data analytics, we provide real-time fleet management solutions, optimising efficiency and reducing operational downtime. This holistic approach reflects our commitment to delivering vehicles "Made in India, for India," ensuring superior value for consumers and businesses while addressing India’s unique market challenges.
What are the biggest challenges facing the EV supply chain in India today, and how is Euler Motors addressing them?
India’s EV supply chain faces challenges such as limited local availability of battery cells, semiconductors, and advanced power electronics, coupled with infrastructure constraints. At Euler Motors, we approach these challenges with proactive strategies and innovation.
By collaborating with suppliers from the R&D phase, we co-create components tailored specifically for EVs. We’ve achieved 95 per cent localisation in vehicle components and 90 per cent localisation in battery packs, minimising dependency on imports. Additionally, we maintain long-term global sourcing partnerships for critical materials like battery cells, ensuring stability in our supply chain.
Our strategy includes supplier diversification, alternative sourcing, and a strong emphasis on R&D, enabling us to stay agile and resilient. This integrated approach ensures consistent product quality and timely delivery, even in a rapidly evolving industry.
How is emerging technology like IoT, AI, and automation reshaping supply chain management in the EV industry?
IoT, AI, and automation are revolutionising supply chain management by enhancing transparency, efficiency, and responsiveness. IoT-enabled devices like RFID tags and smart sensors provide real-time tracking of components, enabling businesses to identify bottlenecks and reduce delays.
At Euler Motors, telematics and AI-powered analytics allow us to forecast demand, optimise inventory, and enhance supplier partnerships. Automation in manufacturing ensures consistent quality, reducing human errors and streamlining operations. AI also facilitates predictive maintenance, identifying potential issues before they escalate, thereby reducing downtime and improving overall efficiency.
How do you see India's role evolving as a global manufacturing hub for EVs compared to traditional ICE vehicle manufacturing?
India is well-positioned to emerge as a global manufacturing hub for EVs, driven by its skilled workforce, a maturing supplier ecosystem, and supportive policies like Make in India and the PLI scheme. While India’s EV journey started later than that of developed markets, the country is rapidly gaining momentum, with ambitious goals like 70 per cent electrification of commercial vehicles by 2030.
Bridging the gap with traditional ICE manufacturing dominance will require sustained investment in R&D, localised production of critical components like batteries and drivetrains, and robust infrastructure development. By focusing on innovation and strategic partnerships, India can strengthen its global competitiveness and position itself as a leader in EV manufacturing for both domestic and international markets.
What role do government policies and incentives play in driving the localisation of EV components and supply chains?
Government policies and incentives are pivotal in accelerating localisation within the EV sector. Initiatives like the PM e-Drive scheme, effective from 2025, enforce stricter localisation thresholds, requiring OEMs to source and assemble a higher percentage of components locally to qualify for subsidies.
The Phased Manufacturing Programme (PMP) and PLI scheme further promote domestic production by offering financial incentives for EV parts. These policies aim to achieve a localization threshold of 50 per cent within five years, fostering self-reliance and reducing import dependency.
By encouraging infrastructure development and incentivizing local manufacturing, these initiatives position India as a key player in the global EV supply chain, enhancing affordability and promoting long-term sustainability.
With the rapid growth of the EV market, what trends do you foresee in India’s EV manufacturing landscape over the next five years?
India’s EV manufacturing landscape is set to experience transformative growth, driven by advancements in battery energy density, fast-charging solutions, and extended ranges. These innovations will redefine commercial EV performance and address range anxiety, enabling longer operational hours for businesses.
Emerging technologies like 5G connectivity, AI, and edge computing will further revolutionise fleet management, allowing real-time tracking, predictive maintenance, and enhanced safety. Localisation of critical components, particularly batteries and drivetrains, will significantly reduce costs and strengthen India’s competitive edge.
Over the next five years, India will likely solidify its position as a global hub for EV manufacturing, meeting rising domestic and international demand with innovative, efficient, and sustainable solutions.