Bajaj Auto is gearing up to enter the electric rickshaw segment with a new brand called Riki, aiming to expand its footprint in the electric three-wheeler space. The official sales rollout will begin on August 10 in select markets, with a phased national launch planned in the following quarters.
According to Rajiv Bajaj, Managing Director of Bajaj Auto, the Riki brand will make its debut in four markets initially. These will serve as pilot zones to test the product and customer response.
“In the first four markets, we will go to market on the 10th of August under the brand Riki,” Bajaj confirmed in an exclusive interview with CNBC-TV18.
Bajaj Auto has already commenced production of Riki units ahead of the official sales launch. The early start is part of the company’s strategy to ensure product availability while keeping supply chain and customer feedback in check.
The move signals Bajaj’s confidence in the segment and its readiness to scale operations once product-market fit is validated.
Rajiv Bajaj emphasized that the company would adopt a gradual rollout strategy, similar to what was done with their successful Gogo electric model. This approach allows the company to fine-tune the offering based on real-time customer insights.
“As we have done with the Gogo, we’ll build it up slowly,” he said.
The plan is to evaluate market response over the next one to two quarters before ramping up sales and distribution nationwide.
Unlike rushing to mass distribution, Bajaj Auto intends to ensure the Riki e-rickshaw is technologically robust, user-friendly, and built for durability. The company is still refining aspects such as technology integration, design optimization, and customer service frameworks.
“We will wait a quarter or two before we scale it up, because we need to get the product absolutely right,” Rajiv Bajaj added.
This approach reflects Bajaj Auto’s commitment to delivering a reliable electric mobility solution, rather than pushing sales prematurely.
Bajaj also acknowledged that the electric vehicle (EV) segment is still a learning curve for the company. From technology and battery management to customer experience and after-sales service, Bajaj Auto is continuously evolving its internal processes to match EV demands.
“We are still making our way up the learning curve in all respects — technology, product, and customer service — as far as electric technology is concerned,” Bajaj said.
The launch of Riki builds upon the success of Bajaj Auto’s Gogo electric three-wheeler, which recently emerged as a market leader in its category. With the Gogo model already seeing widespread adoption, Riki is expected to capitalize on the company’s growing reputation in the EV space.
By entering the e-rickshaw segment, Bajaj Auto aims to cater to a broader customer base, especially in urban and semi-urban areas where first-mile and last-mile mobility are crucial.
Conclusion: A Strategic Move Toward Sustainable Mobility
Bajaj Auto’s foray into the e-rickshaw segment with Riki signals a major step forward in the Indian EV ecosystem. Backed by a strong product roadmap, customer-first approach, and phased market entry strategy, the Riki brand is positioned to disrupt the electric mobility segment while maintaining Bajaj’s legacy of performance and trust.