How Ather taught its dealers to sell software—and why it matters

When Ather Energy's CEO Tarun Mehta spoke about AtherStack on the company’s Q3 FY26 earnings call, the headline number was the 91% attach rate—that is nine out of ten scooter buyers actively choose to pay an additional lifetime charge Rs 14,000 to Rs 22,000 for optional software. 

That number has held across six consecutive quarters, even as volumes grew nearly four times.  When the company introduced Rizta—a more mainstream, family-oriented product—the assumption was that the attach rate might soften. It did not. As distribution expanded into North India and Tier III and IV towns, the same assumption applied. But it did not happen there either.