In a conversation with Mobility Outlook, Ayush Lohia, CEO of Zuperia Auto Pvt Ltd, opens up about the company’s transition from Lohia Auto to a rebranded, refocused Zuperia Auto. With the introduction of its new electric three-wheeler brand, ‘Youdha’, the company is targeting India's deepening appetite for accessible, purpose-built electric mobility. The focus is function over flash, utility over frills, and empowerment over image.
From Lohia To Zuperia
Ayush Lohia mentioned that the shift to Zuperia Auto marks an intentional step from their earlier premium positioning. The new brand focuses on functional electric mobility with clear utility, targeting users in last-mile delivery, sanitation services, and small-scale trade. Youdha, meaning 'warrior' in Sanskrit, represents resilience and practicality, designed specifically to support the working class who rely on electric three-wheelers for daily income. Lohia believes that this rebranding enables the company to scale new segments while building a more diversified product portfolio.
Standing Out In The Segment
Lohia points out that Youdha’s strength lies in its robust build, reliability, and a battery system tailored to real-world use. It is built for durability on tough Indian roads and long hours of operation. Beyond the product, the company is strengthening its aftersales service, warranty policies, and maintenance support to win customer trust, which is still unresolved in many brands.
The transition to a mass-market focus required more than just cosmetic changes. Zuperia Auto has reworked its manufacturing processes to scale faster and at lower cost without compromising on quality. Lohia emphasises a ground-up rethink of product design, focusing on ease of use, maintenance simplicity, and affordability. The idea is to make Youdha less intimidating and more usable for first-time EV adopters in smaller towns and cities. A strong R&D backend helps them fine-tune efficiencies and keep prices competitive.
Tackling Battery Worries With Support & Education
Battery concerns remain one of the biggest anxieties for new EV users. Lohia acknowledges this and says Zuperia Auto is addressing these concerns through extended battery warranties, a trained service network, and consistent availability of spare parts. The company is also running awareness campaigns to familiarise buyers with electric vehicle maintenance and performance expectations. According to Lohia, informed customers are more likely to stay loyal, and trust is a critical part of their growth model.
While most EV companies are still city-centric, Zuperia is looking beyond metros. Rural and semi-urban markets are now key targets, and Lohia’s strategy hinges on accessibility. A combination of localised dealership expansion, service support, and increased production at their Kashipur plant will allow Zuperia to scale across smaller towns. Partnerships with local entrepreneurs are also part of the plan to penetrate these regions effectively.
Long Game In Small-Format Mobility
Zuperia wants to lead in the small-format commercial mobility space. The cargo three-wheeler sub-segment, fuelled by e-commerce and waste logistics, is growing at 45% annually. The company’s focus will remain on electric loaders and cargo vehicles under the Youdha brand. Customisation, modularity, and application-specific vehicles are all part of the vision.
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