Greaves Electric Mobility Private Limited (GEMPL), a leading player in the electric mobility industry, is actively driving positive change by prioritising environmental well-being and community engagement. With a strong emphasis on raising awareness about the environmental benefits of sustainable transportation, the company integrates sustainability into its product design and manufacturing processes while promoting responsible battery disposal and recycling. This commitment to sustainability was exemplified in the recent collaboration between Ampere, the flagship electric two-wheeler brand of Greaves Electric Mobility, and Royal Challengers Bangalore.
Ampere and Royal Challengers Bangalore recently made headlines with their unique and purpose-driven cheer squad - the "Ampere Take Charge Squad." This collaboration took centre stage at an interactive session held at the SOS Children’s Village, Bangalore, where the squad engaged with parentless children. The squad, known for its sustainability-focused attire and musical instruments made from upcycled and recycled materials, shared the message of sustainability with the children. The workshop conducted during the event involved the children building musical instruments from scrap, further emphasising the importance of their role in healing the planet. This groundbreaking initiative resonated with eco-conscious Gen Z and millennial consumers, showcasing the partnership's dedication to sustainability.
In an exclusive interview with TheCSRUniverse, Mr. Sanjay Behl, CEO & Executive Director of Greaves Electric Mobility, shed light on the company's commitment to sustainability and its transformative journey towards a greener and more eco-friendly future. He discussed the significance of the collaborative initiative with Royal Challengers Bangalore and the Ampere Take Charge Squad, highlighting the company's dedication to sustainability. Furthermore, Mr. Behl shared insights on the other CSR activities, including community engagement and efforts to raise awareness about the environmental benefits of sustainable transportation. The interview also delved into the company's strategic initiatives to make electric mobility more accessible and affordable, addressing infrastructure challenges and forging partnerships for a sustainable ecosystem.
Scroll down to read the full interview and gain valuable insights into the company's transformative journey towards a greener and more sustainable tomorrow.
Q. What was the objective behind the collaboration between Ampere and Royal Challengers Bangalore, and how does the Ampere Take Charge Squad initiative align with that objective?
A. Ampere, the flagship electric two-wheeler brand from Greaves Electric Mobility Private Limited partnered with Royal Challengers Bangalore as the official EV partner. This collaboration is a significant milestone as it reflects the shared value of a sustainable future held by both entities. Being an early player in the electric vehicle industry, GEM is driven by the purpose of contributing to environmental well-being. Similarly, RCB holds the distinction of being the world's first Carbon Positive Cricket Franchise, demonstrating their commitment to sustainability initiatives throughout the year. Through this partnership, the aim is to inspire individuals to make conscious choices that positively impact the planet for future generations.
The collaboration also brought together a purpose-driven cheer squad - the Ampere Take Charge Squad. The squad showcases their commitment to sustainability by donning attire and playing musical instruments created from repurposed, recycled, and discarded materials.
Q. Could you provide insights into the company's other CSR activities, core thematic areas, and long-term goals for social and environmental impact?
A. Greaves Cotton, over the years has undertaken numerous CSR initiatives aimed at creating a positive influence on different stakeholders within society. As a conscientious corporate entity, Greaves has collaborated closely with civil society organisations and the government in its pursuit of environmental, social, and corporate governance (ESG) objectives. The socioeconomic effects of Greaves' endeavours have become an integral part of its business approach, instilling a sense of optimism for its future undertakings aligned with the United Nations Sustainable Development Goals (SDGs).
Through the DEEP (Development, Education, Empowerment, Progress) initiative, Greaves Cotton, in collaboration with NEEM (National Employability Enhancement Mission), conducts technical training programs to empower disadvantaged families in Aurangabad District. These programs aim to equip individuals with new skills, enabling them to secure meaningful employment and support their families. In partnership with the local NGO Yuvashakti Foundation, Greaves ensures the holistic development, education, empowerment, and progress of underprivileged families in various villages of Aurangabad District under the DEEP reskilling project. These commendable efforts have been recognized with the esteemed Asian CSR Award. Currently, the program has 199 trainees enrolled, and Greaves' objective is to enhance the quality of life for individuals by offering six months of technical training and valuable exposure.
Q. How does GEMPL/Ampere integrate sustainability into its product design, manufacturing processes, and operations to minimise environmental impact?
A. At GEM, we believe, nature and sustainability are the fundamental core of what we do and how we think of evolving our products.To design the next generation of EVs, we looked at our biggest inspiration, the Arctic Tern, a small but enduring and elegant bird that travels twice the circumference of the Earth, every year. This inspiration has driven us to seamlessly combine highly efficient design principles with sustainable technologies, resulting in the creation of products that achieve zero emissions. Close to 50% of our factory is lush green cover (15 Acres of Green cover of total 32.8 Acres). At our plants, we also have a sewage treatment plant and an affluent treatment plant. We also deploy water conversation techniques such as rain water harvesting.
Q. Can you provide examples of specific eco-friendly features or technologies incorporated in Ampere's electric two-wheelers, highlighting their contribution to sustainable mobility?
A. Greaves is addressing the growing demand for sustainable mobility in both the B2B and B2C sectors with a comprehensive range of offerings, spanning from individual components to fully assembled products. Our goal is to establish ourselves as the preferred brand that catalyses the transition to e-mobility, contributing to a cleaner, quieter, and more livable planet.We are also, currently exploring cell recycling technologies. At GEM we have processes in place for returnable packaging, enabling us to be efficient and environment conscious.
Q. How does GEMPL/Ampere collaborate with government bodies, industry partners, and stakeholders to drive the growth and adoption of electric mobility in India?
A. We are in the process of enabling participation on Government’s E-Procurement channels. While we are further increasing thrust on democratising smart, sustainable mobility by expanding to newer areas like inclusive mobility with disabled friendly vehicles. We are fuelling entrepreneurship with solutions like vehicles for fisheries segment and commercial transport with E-Rickshaws. We have also taken initial steps on electrification of garbage collection vehicles through our 3W offerings.
Q. What steps do you take to ensure the sustainable sourcing of materials for your electric vehicles and promote responsible battery disposal and recycling?
A. Supply chains have emerged as the new frontier of sustainability, serving as key enablers for organisations to meet their sustainability goals and commitments. Greaves Cotton prioritises working with suppliers and partners who adhere to sustainable practices and ethical sourcing standards and strives to source materials for the electric vehicles from suppliers that prioritise environmental responsibility, minimising the impact on ecosystems, and ensuring social well-being. By undertaking these steps, Greaves Electric Mobility aims to minimise the environmental impact of its electric vehicles throughout their life cycle, from sourcing materials to end-of-life disposal. We are committed to fostering a sustainable electric vehicle ecosystem that supports the transition to greener transportation.
Q. How does the company engage with the community and raise awareness about the environmental benefits and importance of sustainable transportation?
A. Greaves leverages their online platforms and social media channels to share content, articles, and videos that educate the community about the environmental benefits of electric mobility. Through informative and engaging content, they aim to inspire and encourage individuals to consider sustainable transportation options. They prioritise customer education and engagement by providing comprehensive information about our electric vehicles, their features, and the associated environmental benefits. Greaves Cotton strives to address any questions or concerns that potential customers may have, helping them make informed decisions that align with sustainability goals.
Q. What strategic initiatives is GEMPL/Ampere undertaking to address affordability barriers and make electric mobility accessible to a wider range of customers?
A. Greaves has prioritised investments in technology, capacity building, empowered teams, and technology-driven processes throughout its business value chains. This strategic focus aims to deliver tangible value to stakeholders. In the realm of electric mobility, Greaves offers a wide range of products that cater to various price points. Additionally, Greaves boasts the largest retail network in the industry, consisting of 9000 retail stores, 200 distributors, 20,000 mechanics, and a customer base of 5 million. In line with its commitment to promoting eco-friendly transportation, Greaves Finance has also been established to provide accessible financing options to potential electric vehicle buyers, thus enabling millions of individuals to embrace sustainable vehicles.
Q. How does GEMPL/Ampere envision the future of the electric mobility industry in terms of infrastructure development, policy support, and consumer acceptance? Additionally, could you please shed some light on the evolution of the electric two-wheeler industry in recent years, and what are some of the key sustainability challenges faced by the sector?
A. India’s EV reckoning has truly arrived, driven by a confluence of factors - additional outlay for charging infrastructure and operation, PLI schemes, GST rate cuts and road tax waivers, increased OEM investments, emerging EV supply chains and ecosystem, and increased consumer awareness. The 2W and 3W segments will be the vanguards for EV adoption, driven by highly competitive TCOs, retail uptake and fleet electrification. Greaves has hence demonstrated its one-of-a-kind approach for creating a complete EV ecosystem for the last mile. Greaves aims to delve deeper into the worlds of electronics, mechatronics, and software solutions with the launch of an e-powertrain solution beginning with BMS and batteries in H1FY24. We are extremely optimistic that the industry will continue to evolve and flourish in the years to come.
Q. Can you discuss the company's plans for further innovation and technological advancements in the electric two-wheeler sector?
A. Greaves has dedicated a capital investment to bolster India's electric vehicle (EV) ecosystem, ever since it entered the realm of sustainable mobility. The investment is focused on advancing next-generation EV technology solutions, aimed at delivering enhanced range, faster speeds, and cutting-edge connected vehicle capabilities.
Q. How does GEMPL/Ampere see itself playing a role in fostering a sustainable future, considering the evolving needs and preferences of Gen Z and Millennial consumers?
A. The growing awareness surrounding the environmental impact of carbon emissions, climate change, and geopolitical concerns has prompted consumers to actively seek out sustainable mobility alternatives. This shift in consumer preferences has created an opportunity for manufacturers to showcase their innovative solutions and ramp up production. By developing products and solutions that contribute to the betterment of the planet, we strive to influence consumer perspectives and drive positive change.
