“We Focus On Building Long-Term Dealer Partnerships To Support Growing Mobility Needs”- Kunal Arya, Zelio E-mobility

How can EV companies build strong dealer networks and dependable service ecosystems in smaller cities? From selecting the right dealership partners to enabling training, certification, and digital infrastructure, Kunal Arya shares his insights with EFY’s Nitisha Dubey.

Q. What inspired you to start the company, and what problem were you trying to solve?

A. When we founded Zelio E-Mobility in 2021, our goal was to create sustainable and affordable mobility solutions for India. Our early experience on the dealership side of the EV ecosystem helped us understand key challenges, including affordability, reliability, after-sales support, and suitability for Indian road conditions. To address these gaps, we transitioned into manufacturing electric two-wheeler and three-wheelers designed specifically for Indian users, particularly in Tier 2 and Tier 3 cities, where last-mile mobility gaps and dependence on fossil fuels remain major concerns.

Q. What strategy is Zelio E-Mobility following to expand its dealer network in Tier 2 and Tier 3 markets?

Our approach focuses on making Zelio electric vehicles accessible to customers across every major district in India, with particular emphasis on Tier 2 and Tier 3 towns, where demand for affordable, practical EVs is rising rapidly. We prioritise strategic dealership locations, ensuring they are well-equipped to provide seamless sales and after-sales support. Each partner is trained to deliver consistent service and a reliable ownership experience, while quarterly onboarding drives allow us to scale the network in line with market demand. This strategy helps us build a strong, customer-centric ecosystem that enhances visibility and trust in emerging markets.

Q. How do you identify and onboard the right dealer partners in semi-urban and rural regions?

A. We look for partners who share our commitment to customer satisfaction and have a clear understanding of their local markets. Candidates are evaluated based on their operational capability, market reach, and ability to provide consistent after-sales service. Once shortlisted, we provide comprehensive training and integrate them into our dealer ecosystem, granting them access to sales, inventory, and service management tools. This ensures they are fully equipped to represent the Zelio brand and deliver a reliable ownership experience. Our focus is on building long-term relationships with dealers who can grow with us while addressing the evolving mobility needs of semi-urban and rural customers.

Q. What training and certification programmes are provided to dealers and service technicians?

A. All our dealers and service technicians undergo structured training programmes designed to ensure deep product knowledge, technical expertise, and customer service excellence. This includes hands-on sessions on vehicle maintenance, battery care, safety systems, and troubleshooting, as well as guidance on using our integrated sales and service platforms for inventory and after-sales management. Upon completion, certification is provided to validate their capability to deliver a consistent, high-quality ownership experience. Regular refresher courses and updates on new models or features ensure that our network stays current, enabling teams to support riders effectively across urban, semi-urban, and rural markets while upholding the Zelio standard of reliability and professionalism.

Q. How are you ensuring the availability of spare parts and reducing service turnaround time in smaller cities?

A. We ensure the availability of spare parts by strategically stocking inventory near our dealer network, so customers do not have to wait. Our system uses real-time data from sales and service points to anticipate demand and proactively replenish stock. Dealers are trained to handle routine maintenance efficiently, and for more complex issues, our regional hubs step in quickly. This ensures riders in smaller cities receive fast, reliable service, keeping their vehicles running smoothly and giving them peace of mind. We are committed to making ownership easy and dependable, regardless of location.

Q. What role does digital infrastructure play in managing dealer operations and service requests?

A. Our digital systems are the backbone of how we keep our dealer network running smoothly. They allow us to monitor inventory, service requests, and customer needs in real time, ensuring nothing slips through the cracks. Dealers and regional teams stay connected, which means parts are dispatched quickly, services are scheduled efficiently, and customers do not face unnecessary delays. We also use platform insights to anticipate demand and ensure every location has what it needs. It is about making the entire network responsive, reliable, and consistent, so that whether a rider is in a small town or a large city, their experience with Zelio is seamless and dependable.

Q. How do you maintain consistent service quality across a geographically dispersed network?

A. We focus on standardisation and accountability across every touchpoint in our dealer network. Every dealer and service technician is trained on the same protocols, from routine maintenance to handling complex service requests, and we continually audit performance to ensure compliance. Our digital platforms allow us to monitor operations in real time, track service timelines, and flag any deviations, so corrective action is immediate. Coupled with regular training, updates on product improvements, and clear communication of customer expectations, this approach ensures that whether a rider is in a metro, a Tier 2 city, or a rural town, they receive the same reliable, high-quality service that defines the Zelio experience.

Q. How is customer feedback from Tier 2 and Tier 3 markets shaping your service strategy?

A. Customer feedback from Tier 2 and Tier 3 markets guides the way we shape our service strategy. By listening to our riders, we understand the unique challenges they face and what they expect from us, which helps us improve the availability of spare parts, service response times, and dealer support. It also shows us where to focus technician training so that support remains practical and effective for these regions. Taking this feedback on board allows us to design solutions that truly work for semi-urban and rural customers, building trust and ensuring that owning a Zelio vehicle remains reliable and satisfying.

Q. What incentives or support systems are offered to dealers to drive long-term engagement?

A. We focus on creating a partnership model that rewards performance and builds long-term engagement with our dealers. This includes structured training programmes, timely access to inventory, marketing support, and performance-based incentives that recognise consistent sales and service excellence. We also provide digital tools for inventory tracking, sales reporting, and after-sales support, making operations smoother and more efficient. Our aim is to create an environment where dealers feel supported, empowered, and aligned with Zelio’s growth vision so that they can focus on serving customers effectively while growing their own businesses sustainably alongside the brand.

Q. How do you measure dealer performance and after-sales satisfaction in these markets?

A. We track dealer performance by monitoring sales numbers, service turnaround times, and customer return rates. Feedback from riders after service, along with issue-resolution efficiency, helps us identify where processes are working well and where improvements are needed. Using digital tools and regular check-ins, we can support dealers in real time while also recognising those who consistently perform well. This ensures customers have a smooth experience everywhere while keeping our dealer network motivated and aligned with Zelio’s standards.