Pune-based e-bike startup EMotorad is charging ahead with ambitious export goals, targeting Rs 150 crore this financial year. More than Rs 100 crore of that is earmarked for the US market. But recent tariff spikes are throwing a wrench in the works, forcing a strategic pivot.
Founder Kunal Gupta started EMotorad with a straightforward mission: showcase Indian engineering in the global e-mobility space. Fast forward to today, the company has secured export orders worth Rs 150 crore for 2025. The US was supposed to be the crown jewel of this expansion.
Then the tariffs hit. Washington slapped a 50% duty on Indian e-bike imports, up from zero. Overnight, margins evaporated. “Our products now cost US buyers 1.5 times more,” Gupta told ANI. “This directly impacts consumer demand and disrupts our entire supply chain.”
The numbers tell the story. EMotorad was banking on strong US sales to drive growth. Now, those plans are being recalibrated. The company is shifting focus to alternative markets like Europe, Australia, and Japan. Gupta calls it a necessary “gear shift” to keep momentum.
Trade barriers aren’t the only challenge. EMotorad must convince new markets that its bikes can compete. The startup has built its reputation on battery efficiency, sleek urban designs, and aggressive pricing. Early success in Europe helped establish credibility before tackling the US.
Innovation remains central to Gupta’s strategy. EMotorad is pouring resources into next-gen battery tech and smart bike features. “We want India recognized as an e-mobility innovator, not just an exporter,” he emphasized. One workaround being explored: setting up assembly units overseas to bypass tariffs.
Social media briefly spotlighted Gupta when a pro-Modi trade post went viral. But his real focus is navigating these turbulent market currents. With global e-mobility demand projected to grow steadily, EMotorad’s story highlights both the opportunities and hurdles facing Indian exporters in an unpredictable trade landscape.
The Pune workshop where EMotorad first took shape now feels worlds away. From those humble beginnings, Gupta’s team has built a business competing internationally. How they adapt to these new challenges could set a precedent for other Indian startups eyeing global markets.