Ola Electric rival Ather Energy partners with US-based Salesforce to redefine customer and dealer experience

Bengaluru-based electric vehicles maker Ather Energy has partnered with American SaaS giant Salesforce to strengthen and expand dealership operations and elevate customer experiences.

This strategic collaboration will bring together sales, support service and dealer operations, improve operational efficiency and provide an enhanced customer experience through a unified, AI-powered platform.

Transforming dealer operations

Ather Energy said it is looking to drive seamless and agile business operations, providing a competitive advantage for its growing ecosystem of dealers in India.

The first of its kind Dealer Management Solution (DMS) built in collaboration with Salesforce, will be made available on the mobile app empowering dealers to make decisions on the go directly driving both customer satisfaction and business growth.

To support this, the company has built ‘Ather Dealer Central’, a next-generation Dealer Management System (DMS) on the Salesforce Platform. This system integrates LMS (Lead Management System), CRM (Customer Relationship Management) and DMS into a single, scalable platform.

Leadership comments

Chief Business Officer Ravneet S. Phokela said this new approach is designed to be agile, scalable, and customer-focused. He described Ather Dealer Central as a “unified, intelligent platform” that connects every part of the dealer ecosystem. 

"Our collaboration with Salesforce and the implementation of ‘Ather Dealer Central’ – our new dealer management system, reimagines how EV dealerships operate, and it represents our ambitious technological leap. Ather Dealer Central is a unified, intelligent platform that seamlessly connects every aspect of the dealer ecosystem, which will provide our dealer partners with unprecedented insights, mobility, and efficiency, empowering them to deliver exceptional customer service. It is a strategic asset which we believe will shape the future of EV retail and customer engagement in India," Phokela added.

Mankiran Chowhan, Vice President of Financial Services & Consumer Industries at Salesforce India, said, “Our partnership with Ather Energy showcases how technology can redefine mobility, empowering businesses to deliver smarter, more connected experiences. By leveraging Salesforce’s solutions, Ather is setting a new benchmark for dealership management and customer engagement—creating a scalable ecosystem that drives sustainable growth and innovation in the industry.”

She further added, “As businesses scale, AI-driven innovations are becoming essential to enhancing customer interactions. With Salesforce’s Agentforce—an AI-powered digital labour solution—companies can deploy autonomous AI agents across functions, boosting efficiency, optimising operations, and redefining customer engagement.”

Salesforce Agentforce, a new layer on the Salesforce Platform, enables companies to build and deploy AI agents that can autonomously take action across any business function.

Ather Energy's market presence

Ather Energy Limited was founded in 2013 by Tarun Sanjay Mehta and Swapnil Babanlal Jain. The company introduced its first electric scooter, the Ather 450, in 2018, followed by the Ather 450X in 2020 and the family-focused Ather Rizta in 2024.

The Ola Electric rival has also built its own public charging network called Ather Grid, with more than 2,500 fast chargers installed across India as of Dec. 31, 2024. 

It currently has 350 dealers across the country and will be looking to expand its footprint in the coming months.