MK Brothers stands as a distinguished manufacturer of diverse electric vehicles, encompassing an array of offerings ranging from e-rickshaws and electric scooters to e-loaders, e-jeeps, e-vintage cars, electric agricultural karts, and e-karts tailored for street vendors, alongside various other EV products designed for both daily utilities and sport applications. Notably, their electric rickshaw, AIRAVAT, garners substantial attention as an affordable three-wheeler, validated by the approval of the International Centre for Automotive Technology (ICAT) and witnessing robust demand on the roads. Committed to fostering sustainability, MK Brothers remains steadfast in their dedication to delivering products that blend superior quality with accessibility.
In an exclusive interaction with The Interview World, Gagandeep Singh Anand, the Head of Marketing at MK Brothers, sheds light on the distinctive features of their e-kart catering specifically to street vendors. He underscores the transformative potential of this customized EV, highlighting how its competitive pricing will empower street vendors to channel their focus towards core selling activities, rather than expending valuable time in transit. The interview offers valuable insights into MK Brothers’ ethos and their contribution to fostering accessible and sustainable mobility solutions. Here are the key insights from his interview.
Q: How do the e-kart’s distinctive features address the specific needs of street vendors?
A: At present, food market vendors manually pull their carts. It’s a physically demanding process that consumes considerable energy. This detracts from their primary objective of engaging in sales and effectively targeting potential customers. However, by integrating electric vehicles (EVs) into their operations, vendors can revolutionize their transportation methods. This transition allows them to optimize their energy and time resources, enabling a more focused approach towards direct sales. As a result, vendors can broaden their outreach, connecting with a larger demographic of customers.
Moreover, EVs offer enhanced efficiency, with the capability to transport loads of up to one quintal. This improvement not only lightens the physical burden on vendors but also facilitates smoother operations, ultimately contributing to increased productivity and profitability.
Q: How does the cost-benefit ratio of this electric vehicle compare for street vendors?
A: This e-loader presents an enticing proposition, with a price tag nearly one-third of its conventional counterparts. Moreover, daily hawkers can find this accessible and affordable. Its utility is evident in its capacity to traverse distances of 20-25 kilometers, a substantial enhancement compared to the meager 4-5 kilometers achievable manually.
With a single charge, it covers the same distance, but with the option to install additional batteries, its range increases to a commendable 50 kilometers, affording the convenience of battery replacement. Sporting a robust 25 Ah battery, this vehicle commands a reasonable price of around Rs. 60,000. Adding to its appeal, vendors are afforded the flexibility to tailor the vehicle’s body to suit their unique requirements, ensuring both functionality and individuality in their operations.
Q: Have you commercialized the e-kart yet?
A: Yes, we’ve commenced sales, initially focusing on Mumbai. Over 500 customers have already acquired this vehicle. Additionally, we’re strategizing to expand our sales to other regions.
Q: How does the market demand for this product align with consumer preferences and purchasing trends?
A: Amidst shifting climatic dynamics, notably the escalating temperatures across India, street vendors are deterred from prolonged exposure outdoors. Their priority is swift product sales. Concurrently, consumer demands have surged, with expectations of rapid doorstep delivery. Our e-vehicle emerges as a fitting solution to address these challenges. Operated by vendors themselves, these carts can efficiently attract more customers within shorter timeframes. Moreover, its affordability serves as a significant empowerment tool for street vendors, facilitating easy acquisition. In this way, our e-vehicle not only addresses immediate concerns but also contributes to the socio-economic empowerment of street vendors, fostering a more sustainable marketplace.
Q: What is the expected lifespan of this vehicle?
A: The product boasts a robust lifespan of over five years, ensuring longevity and reliability. In the event of replacement, attention is solely directed towards the batteries, simplifying maintenance. Additionally, other vital components, such as the wheels, demonstrate durability, easily withstanding the rigors of daily use for five years. Noteworthy is the vehicle’s comprehensive replaceability; all parts, including the batteries, can be effortlessly swapped out, ensuring seamless functionality and extended service life.
