TII gears up for EV re-entry; to focus on e-tractors, 3-wheelers, heavy CVs

The group is learning from an unsuccessful foray into e-scooters by focusing on electric tractors, three-wheelers and heavy commercial vehicles

Almost seven years before the release of Baahubali: The Beginning, actor Tamannaah became one of the country’s first brand ambassadors of an electric scooter in November 2008. It was her emerging popularity in the Telugu and Tamil movie industries that prompted BSA Motors (a unit of Tube Investments of India, TII, from the Murugappa Group) to rope in Tamannaah for its foray into electric vehicles or EVs.
 
Being the makers of iconic bicycle brands such as BSA and Hercules, EVs were a new terrain for TII. At that time, the company had launched five models of e-scooters —