Geography Reference
In-Depth Information
at a new factory where 35 per cent of the energy needs are solar powered. The factory can
produce 30,000 cars a year, a relatively small number by auto industry standards, but it is
substantial for electric vehicles and a huge increase from the 4,000 older Revas sold till
2012. The 2013 sales target was a modest 400-500 vehicles, priced at around Rs 6 lakh, so
it is not cheap.
It seems sad for a family that put so much effort and money into the project for 15 years
to have to lose control. 'We had mixed emotions about letting go,' says Sandeep, explaining
the catch-22 situation that they could not get financial backing till they produced a viable
model and production line, which could not be done without funds. 'We didn't have deep
pockets - we were technical creators, and we also needed competence to develop markets
and car manufacturing processes.' Mahindra met those requirements. Anand Mahindra is
committed to using frugal engineering to drive innovation and, having talked to various
other companies, the Mainis felt that he had the most commitment to electric vehicles and
appreciation of what Chetan, who is still in charge as Mahindra Reva's chief executive, had
been trying to achieve.
In recognition of his work, Chetan was awarded
The Economist
magazine group's In-
become the first electric car in the world to make a profit, but that will be difficult, given
the price and the lack of demand for such vehicles. Sudarshan has told the story of the Reva
in a topic published in 2013.
26
The family is proud of its frugally engineered innovation, which has broken new ground
with all-electric power, zero emissions and solar power battery-charging ports. Drivers can
have access to the car from a smart phone app that can control air conditioning and locking
controls, and trigger a remote emergency battery charge system. 'It's definitely been worth-
while as a pioneering effort that doesn't come along every day,' says Gautam, Sudarshan's
middle son. 'We gained a lot of respect because people know we put our own money at
stake,' says Sandeep.
Notes
'SC brakes on road “menace”',
The Telegraph
, 16 May 2013,
ht-
'Ludhiana fails to shed most-polluted city tag',
Tribune,
http://www.tribuneindia.com/
Sudarshan Maini, founder of Maini Precision Products of Bangalore, in conversation
with JE.
