India’s electric mobility revolution is rapidly evolving—from e-scooters flooding urban roads to high-performance electric motorcycles entering the enthusiast scene. But nestled quietly in this fast-paced evolution is a sub-category yet to hit the mainstream: pedal-assist electric bikes. And now, Mumbai-based startup Exelmoto is betting big on this untapped segment, with a little help from celebrity muscle.
Backed by Bollywood actor Suniel Shetty, Indian cricketer KL Rahul, and actor Ahan Shetty, Exelmoto aims to disrupt how Indians view personal mobility with its motorcycle-inspired e-bikes, priced under ₹42,000.
What Makes Exelmoto Different?
At its core, Exelmoto isn’t selling another electric scooter. Instead, it’s introducing an aspirational yet affordable product designed for hybrid commuting: a pedal-assist e-bike that combines the rugged styling of motorcycles with the simplicity and functionality of bicycles.
- No licence or registration needed
- Detachable lithium-ion battery with 40–60 km range
- Unisex design with fat tyres for Indian road conditions
- Models launched: E1X Sky and E2R Rosso
- Token booking: ₹499 starting June 28
Unlike conventional e-scooters, Exelmoto’s bikes offer the option to pedal, making them ideal for fitness-conscious users, students, and gig economy riders who want to cut down on fuel without compromising range or ride quality.
A Lifestyle-Led Mobility Brand
What separates Exelmoto from functional alternatives like Hero Lectro or EMotorad is its clear lifestyle branding strategy. With a tagline like “Ready before the world catches on”, the company isn’t just selling a product—it’s selling a statement.
Its positioning echoes early D2C fashion and gadget brands that thrived on cultural resonance more than scale. Backed by Suniel Shetty and his entrepreneur son Ahan, and sports icon KL Rahul, the company is building a high-trust narrative among young, aspirational consumers—especially in Tier 1 and 2 cities.
The Market Gap It’s Targeting
India’s electric two-wheeler market is currently dominated by e-scooter brands like Ola Electric, Ather, TVS, and Bajaj, most of whom target the ₹90,000–₹1.4 lakh segment. Exelmoto is carving out a space much lower on the price curve but with higher design value.
- Target audience: Students, gig workers, urban professionals, eco-conscious families
- Use case: Short commutes, intra-campus transport, last-mile delivery, leisure riding
- Market opportunity: Entry-level urban mobility that bridges the gap between bicycles and scooters
Globally, Europe has already embraced pedal-assist e-bikes, with booming sales in countries like the Netherlands and Germany. In India, the category is still in its infancy—offering Exelmoto a first-mover advantage if they can scale.
Challenges on the Road Ahead
Despite its design-forward product and star power, Exelmoto will need to overcome multiple hurdles:
- Low awareness: Most Indian consumers don’t yet understand what a pedal-assist e-bike is—or why it’s different from a scooter.
- Distribution and servicing: EV startups have historically struggled to maintain reliable networks across cities.
- Perception: In India, bicycles—even electric ones—are often perceived as low-status. Positioning them as aspirational, not frugal, will require clever storytelling and strong influencer-led content.
The startup plans to enter cities like Delhi, Bengaluru, Indore, Kochi, and Lucknow, supported by test rides, digital engagement, and on-ground events.
If successful, it could help reshape urban micro-mobility in India—especially in areas where traffic congestion and rising fuel prices demand lighter, more agile alternatives.
Will India Pedal Toward a New Commute Culture?
Exelmoto is not just introducing a new product—it’s ushering in a new mobility mindset. One where form meets function, and electric rides become a part of everyday life—not just for luxury or novelty, but for necessity and identity.
If its celebrity-powered launch converts to sustained traction and reliable after-sales, Exelmoto could well become the Indian benchmark in the pedal-assist EV category. The bigger win? Helping Indian consumers reimagine short-distance travel—cleaner, cooler, and culturally tuned.