The Jitendra New EV Tech, a part of the diversified Shah Group, has steadily been settling its presence in the electric vehicle (EV) market since 2018. Founded by Jitendra Shah, the Shah Group has diversified businesses spanning real estate, IT, cable manufacturing, and automation solutions. Now, it is placing significant emphasis on the EV sector under the management of Samkit Shah, Co-Founder, as the industry witnesses growth.
Yunik: A Look At The Latest Offering
Jitendra New EV Tech recently unveiled its latest scooter, the Yunik, reflecting a calculated approach to meet evolving customer preferences. Their dipstick in the market was utilised to create the larger design of this scooter. Yunik is powered by a lithium-ion battery that offers a range of 100-110 km on a single charge. The vehicle boasts a top speed of 55 kmph, balancing between performance and energy efficiency. Key features include regenerative braking, a digital instrument panel, and a compact, city-friendly design, making it particularly appealing to urban commuters. Absolute kudos to the alloy wheel design, it looks fantastic.
It has a decent ride and large seats for comfort. We took it across some bad patches of road with a pillion and it maintained its composure well. Whilst the design of the scooter is large and has a good presence, we’re afraid it will also put off a few buyers with lesser height. Also, there are so many competitive products in this segment that the company will have a hard time attracting buyers. Getting test rides done is crucial today, and Jitendra has to become a lot more active with on-ground activities to improve visibility.
Relocated Manufacturing Facility
The manufacturing facility was strategically relocated to the Pulsar Industrial Area about eight months ago owing to stringent government norms while maximising operational efficiency. The company assured us that significant investments have been made in Research and Development (R&D), including a dedicated test track facility for rigorous product evaluation and refinement.
During a recent site visit, demonstrations showcased internal processes, from design calibration to quality assurance. A great feature of the company’s strategy is its emphasis on the 3S principle: Sales, Service, and Spares. With over 100 dealerships backed by more than 270 dedicated service points nationwide, customer service and after-sales support are prioritised, addressing a common weakness observed among newer EV manufacturers. However, more safety standards will be required in terms of personnel safety. Safety glasses, safety gloves and hard hats will have to be made readily available across the shop floor. Also, some inclusivity from more women workforce will be a welcome addition.
Industry Dynamics & Positioning
The electric vehicle market in India continues to surge, contrasting with slower growth in traditional internal combustion engine (ICE) vehicles. While ICE segments grow modestly around 1-2% annually, EV sales are expanding rapidly, with growth rates recently hitting 30% or higher. Recognising these dynamics, Jitendra New EV Tech aims to capitalise on the growing preference for environmentally friendly transportation solutions.
Additionally, the company is innovating with niche products like its unique three-wheel configuration, combining elements of car and three-wheeler dynamics, offering market novelty alongside practical urban mobility solutions. Such innovations suggest the firm’s proactive stance on identifying and serving evolving niche markets.
After-sales Service Commitment
Learning from industry missteps, particularly those experienced by OLA, which struggled initially with after-sales service, Jitendra New EV Tech wants to prioritise this critical area. The company’s network includes over 100 dealerships supported by dedicated service points across key States like Maharashtra, Karnataka, Tamil Nadu, Uttar Pradesh, Rajasthan, and Madhya Pradesh, with further national expansion planned. The brand wants to be slow and steady in its approach as the electric industry develops across India. This includes showroom and service expansion.
Photography: Mohd Nasir
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