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Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect

  Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect  Estimated Read Time :- 7 minutes  Word Count :- 1, 520 words  Have you ever wondered why you suddenly start liking a brand you never paid attention to before — just because you see it everywhere? From billboards to YouTube ads to your Instagram feed, repetition quietly builds trust in your mind. This invisible psychological trigger is called the Mere Exposure Effect — a principle that proves familiarity breeds preference . What Is the Mere Exposure Effect? The mere exposure effect, discovered by psychologist Robert Zajonc in 1968, suggests that people tend to develop a preference for things merely because they are familiar with them. The more we see something, the safer and more likable it feels. It’s a subconscious mechanism rooted in our evolutionary psychology — our brains associate repetition with safety and trust. This is why brands spend millions not just to sell, but to st...
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The electric two wheeler industry in India

Only Buziness

 The Electric Two-Wheeler Industry in India: An In-Depth Analysis


The electric two-wheeler industry in India is witnessing an unprecedented boom. With increasing environmental awareness and supportive government policies, the market is poised for substantial growth. In this blog, we will explore various facts of this industry, including its market value, key players, growth drivers, opportunities for startups, and challenges faced by new entrants.







 1. What is the market value of the electric two-wheeler industry in India?

The electric two-wheeler market in India is currently valued at approximately INR 7,500 crores (around USD 1 billion). The sector has seen exponential growth over the past few years, driven by technological advancements, government incentives, and a shift in consumer preferences towards eco-friendly transportation. Projections indicate that the market could grow to INR 30,000 crores (around USD 4 billion) by 2027, underscoring the immense potential and lucrative opportunities within this industry.


 2. Who are the majority market-holding companies in the Indian electric two-wheeler industry, and what are their revenues?

Several companies dominate the Indian electric two-wheeler market. Here are five leading players and their estimated revenues:

- Hero Electric:




 With a strong presence in the market, Hero Electric generates an estimated revenue of around INR 500 crores.

- Ola Electric:



 A prominent name in the industry, Ola Electric has a revenue of approximately INR 400 crores.

- Ather Energy: 



Known for its innovation and high-performance models, Ather Energy's revenue is close to INR 300 crores.

- Bajaj :



 Leveraging its established brand, Bajaj  electric segment brings in about INR 250 crores.

- TVS Motor Company:



 Another significant player, TVS Motor Company, has revenues around INR 200 crores from its electric two-wheelers.


3. Why is the electric two-wheeler industry growing in India?

The electric two-wheeler industry in India is growing for several reasons:

- Government Incentives:

 Financial subsidies, tax exemptions, and other benefits under the FAME II scheme have made electric vehicles more affordable.

- Environmental Awareness:

 Growing concerns about pollution and climate change are pushing consumers towards sustainable transportation options.

- Economic Benefits:

 Electric two-wheelers offer lower operating costs compared to their petrol counterparts, including cheaper fuel (electricity) and reduced maintenance expenses.

- Technological Advancements:

 Improvements in battery technology, such as increased range and faster charging, make electric vehicles more practical.

- Urban Mobility Needs:

 With increasing urbanization, there is a higher demand for efficient and compact modes of transport, making electric two-wheelers a preferred choice.


4. Is there any chance for a new startup to enter the electric two-wheeler industry in India?

Yes, there is considerable potential for new startups to enter the electric two-wheeler market in India. The market is still in a growth phase, providing ample opportunities for innovation and niche market targeting. Startups can differentiate themselves by focusing on areas such as advanced battery technology, affordable models for mass adoption, or unique design and performance features. Additionally, government schemes and venture capital funding can support new ventures in overcoming initial financial hurdles.


 5. What are the major problems faced by a startup while starting in this industry?

Starting an electric two-wheeler business in India involves several challenges:

- High Initial Investment:

 Significant capital is required for R&D, manufacturing, and establishing a distribution network.

- Infrastructure Development:

 Building a robust charging infrastructure is crucial but requires substantial investment and coordination with various stakeholders.

- Regulatory Compliance:

 Navigating complex regulations and obtaining necessary certifications can be time-consuming and challenging.

-Market Competition:

 Established players with strong brand recognition and market presence pose stiff competition.

- Consumer Education: 

Raising awareness and convincing consumers to switch from traditional petrol vehicles to electric alternatives involves substantial marketing and education efforts.


 6. What role do government policies play in the growth of the electric two-wheeler industry in India?

Government policies are pivotal in driving the growth of the electric two-wheeler industry. Initiatives like the FAME II scheme offer subsidies to manufacturers and consumers, making electric vehicles more affordable. Policies promoting local manufacturing, reducing GST rates on EVs, and setting up charging infrastructure also contribute to the industry's expansion. These measures not only incentivize adoption but also encourage innovation and investment in the sector.


 7. How does battery technology impact the electric two-wheeler industry?

Battery technology is a crucial factor in the electric two-wheeler industry. Advances in battery chemistry, such as lithium-ion and solid-state batteries, enhance the range, efficiency, and safety of electric vehicles. Improved battery performance reduces charging times and increases the lifespan of vehicles, making them more attractive to consumers. Continued innovation in this area is essential for the sustainable growth of the electric two-wheeler market.  

8. What are the key trends shaping the future of the electric two-wheeler industry in India?

Several trends are shaping the future of the electric two-wheeler industry in India:

- Enhanced Battery Technologies:

 Ongoing research and development in battery technology to improve performance and reduce costs.

- Smart Features:

 Integration of IoT and smart technologies for better user experience and vehicle management.

- Local Manufacturing and Sourcing:

 Emphasis on local production to reduce costs and increase self-reliance.

- Sustainable Practices:

 Adoption of eco-friendly manufacturing processes and recycling initiatives for batteries.

- Collaborations and Partnerships:

 Increased collaboration between startups, established companies, and government bodies to foster innovation and growth.

In conclusion 

The electric two-wheeler industry in India holds tremendous potential for growth and innovation. With favorable market conditions, supportive government policies, and technological advancements, the industry is set to transform the country's mobility landscape. However, startups must navigate various challenges to establish themselves and contribute to the sustainable transportation revolution in India.

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