Driving India’s EV Revolution: Insights from Vivek Srivatsa, Tata Passenger Electric Mobility

India’s EV market is going mainstream, led by Tata Harrier.ev offering 600+ km range, premium features, and growing infrastructure to support mass adoption.

New Delhi – India’s electric vehicle market is at a turning point, moving rapidly from early adoption to mainstream acceptance. Tata Passenger Electric Mobility Ltd., a pioneer in this space, continues to set benchmarks with products like the Harrier.ev. In this candid conversation, Vivek Srivatsa, Chief Commercial Officer, discusses the booming response to premium EVs, market inflection points, the evolving role of technology, infrastructure development, and Tata.ev’s roadmap for democratising electric mobility across the country.

1. Over the past few years, India’s EV market has grown steadily. With the overwhelming response to the Harrier.ev, do you see this as the moment when Indian consumers have truly moved from being early adopters to becoming a mainstream EV audience?

Response: A few years ago, when the EV revolution had just begun, adoption was driven largely by affordability and low running costs. Since then, EV prices have reduced significantly, but more importantly, the narrative and need has moved beyond just price parity to a more holistic experience, which includes technology, range, performance and comfort. Customers are more open to this technology. We have seen that they are quite happy if a product provides a range of over 500 km, which is a leading reason behind the increasing demand for a high-performance SUV like the Harrier.ev –that offers an ARAI-certified range of 627 km and a C75 range of 480 – 505 km. This demonstrates that consumers have started considering EVs as their main mode of transport and have moved beyond concerns regarding range and infrastructure, which used to exist in the early days.

Furthermore, customers are drawn towards products that blend aspirational design, superior performance, and cutting-edge technology. This is where the Harrier.ev fits in perfectly and makes a strong case for the overwhelming response that it is receiving. This product-led approach shows that the market is maturing and is ready for a diversified, segment-specific EV portfolio – clearly marking a shift from early adoption to mainstream acceptance of EVs in India.

2. EVs now account for around 5–6% of the market. What does this milestone mean for Tata Motors and for the broader perception of EVs in India – do you think we are close to EVs reaching an inflection in the market?

Response: The current EV market scenario marks a critical inflection point for India, as it signals a fundamental shift in both consumer behavior and market dynamics. When EVs in international geographies like China, USA, and Europe crossed the magic number of 5 – 6% penetration in overall passenger vehicle sales, these markets witnessed rapid growth in EV adoption. We see no reason for this pattern not to replicate itself in the Indian market as well. This combined with the growing infrastructure, increasing product options across categories, and supportive policies, are all working for the benefit of the overall category growth.

For Tata Motors this milestone signifies a huge victory. From taking the challenge of kickstarting the EV revolution in India 5 years back to reaching a stage where the entire industry is working towards contributing to grow this technology is a feat in itself. It reinforces that EVs are no longer just an alternative but are rapidly being accepted as a primary mode of transport in India.

3. Beyond range and charging infrastructure, many customers seem to be prioritizing technology and luxury experiences. What role do you think technology and user experience will play in shaping EV adoption in the next phase of market growth?

Response: Range and charging infrastructure are still fundamental purchase factors for an EV. What we are now seeing in this evolving market is how customers are looking beyond total cost of ownership and wanting a product that offers a higher value proposition. Factors like price parity with comparative ICE-powered vehicles, no compromise drive experience, premium features with best-in-class cutting-edge technology pay equal if not more importance in the buying decision. Customers today seek a seamless, “phygital” experience where intuitive digital cockpits blend physical controls with interactive screens, making their EV a gadget-on-wheels, which feels like a natural extension of their digital lives.

With over 2 lakh EVs on the road covering over 8 bn KM, we are noticing a clear difference in usage patterns. Customers are looking to purchase an EV that aligns best with their use-case, selecting the appropriate option between body styles and features depending upon their requirements. We are also seeing customers over-indexing on the size of the battery in terms of the range that they are most comfortable with, especially if they want a family car. All this has been made possible with multiple OEMs joining the EV bandwagon and giving customers options to choose from.

To summarise, as the EV market matures, technology and user experience will not only differentiate brands but also become decisive factors in winning customer preference and accelerating adoption.

4. Is the charging infrastructure in India well-equipped to support this growth in adoption?

Response: Our recently release India Charging Report mentions in detail about how India’s charging infrastructure has seen unprecedented growth over the last 3 years. While we have witnessed a 4x increase in public 4-wheeler chargers from 5,500 in April 2023 to 24,000 by July 2025, we have come to realise that this growth is only across certain sectors and patches and not necessarily uniform growth.13 states and union territories have achieved 100% coverage across National Highway (NH), while 91% NHs now have a fast-charger within a 50 km radius. This growth needs to spread more homogenously than be focused on certain centers.

With a maturing ecosystem, the focus is now shifting from simply increasing the number of chargers to building a fast, interoperable, accessible, and a user-friendly network.

A key driver of this progress is TATA.ev’s “Open Collaboration 2.0” initiative, which aims to more than double the number of available chargers in India to 400,000 by 2027 through partnerships with leading Charge Point Operators (CPOs). This collaborative approach is critical for creating a scalable and cohesive ecosystem.

Beyond quantity, the industry is prioritizing high-speed, reliable charging solutions. TATA.ev’s Mega Charger Network is deploying superfast chargers (120 kW to 400 kW) at strategic highway corridors and urban hotspots. This directly addresses the challenge of range anxiety and ensures seamless long-distance travel.

Expansion efforts are also strategic and data-driven, targeting capacity gaps in high-demand areas as well as “white space” regions with limited access. The TATA.ev Verified Charger program further enhances user trust by ensuring that only dependable, high-quality chargers are easily discoverable through the iRA.ev app.

Additionally, recognizing the importance of home and community charging, TATA.ev actively partners with housing societies and developers to install shared chargers in apartment complexes, addressing the needs of residents in multi-dwelling units.

5. As India enters what might be described as the “maturity stage” of EV adoption, what comes next for Tata Motors in terms of building on the success of Harrier.ev and setting benchmarks for the industry?

Response: As we stand at a critical inflection point for the EV industry, we believe the next wave of growth will come from democratising electric mobility – making long-range cutting-edge technology accessible across segments and use cases.

Our product strategy is geared towards offering an EV for every Indian – from urban commuters to long-distance travellers, from fleet operators to premium buyers. With learning from over 2 lakh EVs covering more than 8 bn KM, we’re ensuring that our vehicles deliver not just performance and safety, but also affordability and versatility.

But the product alone isn’t enough. We’re equally committed to strengthening the EV ecosystem. Through partnerships with relevant stakeholders, we’re expanding the charging infrastructure, deploying high-speed chargers across highways and cities, and integrating smart solutions like the .ev Verified Chargers to make charging seamless and intuitive. In line with the same, we recently inaugurated Mumbai’s first premium, large-scale EV charging hub under the TATA.ev Mega Charger initiative. In association with Tata Power, this hub is India’s Largest TATA.ev Mega Charger Hub.

Additionally, aftersales is another critical pillar. We’re enhancing the ownership experience with EV-dedicated showrooms, lifetime battery warranties, and a robust service network that understand the unique needs of EV customers. Our goal is to make EV ownership not just viable, but delightful.