As India enters a decisive new phase of electric mobility, the narrative is steadily evolving beyond pricing and hardware to more fundamental questions of trust, reliability, ownership experience, and enduring brand credibility.
For Bajaj Auto—one of India’s most formidable and respected mobility enterprises—the transition to electric is not merely a technical shift. It is a strategic repositioning that seeks to build an EV brand that is aspirational yet dependable, youthful yet grounded, and capable of scaling without diluting the trust the brand has earned over decades.
On January 14, the company expanded its Chetak electric portfolio with the launch of the Chetak C25 at its Pune headquarters. Positioned as a more accessible variant priced at Rs 91,399, the C25 sits below the 35 and 30 series and brings with it refreshed styling, a younger visual language, lighter ergonomics, and agile city-riding comfort—while retaining the iconic steel-body solidity that has long defined the Chetak name.
The product is expected to catalyse deeper EV adoption across the mass market, particularly among young urban consumers who are seeking convenience, design-led appeal, and assured reliability in equal measure.
Speaking on the sidelines of the launch, Rishabh Bajaj, General Manager for EV and two- and three-wheelers at Bajaj Auto articulated a bold ambition.
“Chetak Electric already is a household name… the plan we have charted out is to get to number one and a clear number one. It may not necessarily be even in India, it could even be in exports,” he said.
Rishabh Bajaj, son of Managing Director Rajiv Bajaj, noted that the company has already begun catering to multiple international markets, with more under evaluation. While declining to disclose specific new geographies, he indicated that expansion would align with evolving EV regulations and policy environments, alongside maturing consumer demand globally.
In 2025, total EV sales in India touched 2.3 million units, contributing 8% to new vehicle registrations. Of this, electric two-wheelers alone accounted for 1.28 million units (57%), signalling strengthening consumer confidence and growing consolidation in the category.
Reliability as Brand Philosophy
So, does Bajaj expect C25 to propel it to the top of the EV market? “We hope so. We are currently in the second position, and the ambition is always to lead. But ultimately, the customer will decide,” notes Rishabh Bajaj.
On brand philosophy, Bajaj was unequivocal. “For Chetak, the philosophy remains ‘reliability’. That is what Bajaj stands for and what Chetak has always represented. What is new here is a younger, fresher feel — youthful colours, a modern expression — without changing the core promise of trust and durability.”
As for Sumeet Narang, the strategy remains deeply anchored in brand truth. “We see Chetak as a brand rooted in solidity, sturdiness and reliability—qualities that have stood the test of five decades,” he says. “Within that, the C25 is the younger spawn of Chetak—made for individual users, women riders, short urban trips and people who want style with assurance.”
Nearly 40 per cent of current Chetak owners are under 35 — a statistic Narang considers extremely telling. It reflects a generational shift where younger EV buyers are no longer driven only by technology narratives; they are increasingly valuing trust, repairability, and long-term ownership confidence.
E-commerce is where consumers are
In a bold, industry-defining move, Bajaj will make the Chetak C25 available for booking on Amazon and Flipkart. “Customers can book the scooter on e-commerce platforms, but delivery and servicing will still be handled through Bajaj’s dealership ecosystem. Backing this is a strong confidence commitment: a lifetime service promise and a 24-hour service resolution guarantee, with the company already achieving nearly 90 percent turnaround within a day,” says Narang.
“E-commerce is where consumers are. They may book online, but the ownership experience remains fully supported by dealerships and workshops. That blend of modern convenience and classic support is our strength," Narang noted.
On Influencer Marketing
While heritage powers Bajaj’s engineering ethos, its marketing outlook is distinctly contemporary. Digital clearly dominates. Influencers are an integral yet thoughtfully calibrated pillar. Television is deployed selectively, reserved for high-impact cultural moments—festivals, cricket, or landmark brand narratives.
Offering a glimpse of the marketing framework, Narang says: “Our marketing focus is largely digital, commanding over 60 per cent of total AdEx, with social media and influencers leading the way. Print has become negligible, and television is used selectively—typically during festivals or for major product launches, often leveraging high-impact properties like reality shows or cricket that reach both family and male audiences.”
The launch event itself witnessed scores of influencers from all parts of India. So, what proportion of the digital spend goes toward influencers?
“Influencers are an important tool, but we don’t set rigid percentages at the start of the year. Sometimes they account for around 20 per cent of our digital spend; other times, an entire campaign may play out primarily through influencers,” he explains.
Narang remains pragmatic about marketing noise. “When everyone is using influencers in thousands, it’s easy to lose impact. The key is balance — media gives scale and narrative control, while influencers bring authenticity and engagement. Both are essential in today’s dynamic, hyper-competitive environment, which is why our approach combines digital, social, and influencer-led campaigns to ensure Chetak messages reach the right audience effectively.”
“The media gives narrative control; influencers add authenticity. You need the right balance,” he sums up.
Trust-First Strategy, Lessons from Ola Controversy?
Over the past few years, the Ola EV controversy has raised serious concerns around reliability, after-sales support, and service responsiveness in the electric two-wheeler market. Now, Bajaj is not only expanding aggressively with Chetak but also supporting it with lifetime service assurance. Is this strategy in any way a response to that Ola repair controversy?
“Oh no, not at all. Our approach and plans have been very clear right from the beginning. We have a very strong footprint of dealerships and workshops, which enables us to assure a 24-hour service turnaround. In fact, around 90 percent of our service cases are already being resolved within 24 hours. That kind of robust service network is critical, and it is something many new players have struggled to build. What we bring to the table is a blend of new-age digital convenience backed by a solid automotive backbone, ensuring reliability and peace of mind for customers,” Narang clarifies.
On Growth Projection
When asked about growth expectations, Narang keeps it measured yet confident. “Hypothetical market share projections don’t matter. We live quarter to quarter. What matters is that we bring together new-age marketing with a strong automobile backbone. That balance is our real competitive strength.”
Rishabh Bajaj echoes that optimism, albeit grounded in realism. “Growth depends heavily on stability—policy stability, subsidy clarity, raw material dynamics, and even global influences. Affordability and longevity will also shape adoption. But the trajectory has been positive, and we expect it to grow.”