Driving India’s EV Revolution: Jitendra EV’s Journey from Vision to Velocity

An exclusive interview with Mr. Samkit Shah, Co-Founder, Jitendra New EV Tech – featured by BBC TopGear India.

In this candid conversation, Mr. Samkit Shah shares the journey of Jitendra New EV Tech, its mission to democratize electric mobility in India, the unique challenges of being a small but ambitious player in the EV space, and how a family legacy in the automotive industry is helping steer their future.

What was the inspiration behind starting Jitendra Electric Vehicles?

Jitendra New EV Tech Pvt. Ltd. was born from a deep passion for sustainability and a clear vision to transform personal mobility in India. Founded by Mr. Jitendra Shah—whose expertise in automotive engineering spans decades—the company set out with a powerful goal: to offer smarter, cleaner, and more affordable transportation options for every Indian.

What started as a small operation has grown into a fully equipped electric two-wheeler manufacturing hub. Along this journey, the company has stayed committed to innovation, resilience, and the belief that real change begins with responsible choices. Today, Jitendra EV stands as a symbol of how legacy and future-forward thinking can come together to build a sustainable mobility ecosystem for India.

As a small group, what sort of challenges do you face in manufacturing?

Operating as a smaller enterprise, we face a number of key challenges—most notably limited access to large-scale capital, supply chain constraints, and competition with larger, more established players when it comes to attracting top talent and accessing cutting-edge technology.

What was your original vision for Jitendra EV, and how has it evolved since the company’s inception?

At Jitendra EV, our core values—sustainability, reliability, and innovation—have guided us from day one. These principles are central to our mission of democratizing electric mobility and making eco-friendly vehicles both accessible and aspirational.

Each of our models reflects this commitment—designed to reduce emissions, minimize noise pollution, and contribute to a healthier planet. We believe that real progress is measured not just in numbers, but in the responsibility we carry toward our environment, customers, and society at large. This philosophy pushes us to keep innovating while ensuring our vehicles remain dependable, efficient, and future-ready.

With over four decades of experience in the automotive sector, how has that background influenced Jitendra EV’s business strategy and operations?

Our legacy of over 40 years in the automotive industry has given us more than just technical know-how—it’s shaped us into a customer-first brand. That deep industry experience helps us anticipate consumer expectations, especially in terms of quality, service, and long-term reliability.

We don’t just focus on manufacturing electric vehicles. We focus on delivering smart, sustainable, and service-oriented mobility solutions. Our understanding of customer behavior and market shifts allows us to design EVs that resonate with users while also providing robust after-sales support. This strong foundation has played a key role in shaping our strategy—from product development to customer relationships—and continues to guide our growth in the rapidly evolving EV space.

Your current line-up includes the Yunik, Primo, and JMT scooters. What makes these models stand out in an increasingly competitive EV market?

Each of our electric scooters is designed with a specific customer segment in mind:

• JMT Series: As a multi-utility vehicle (MUV), it’s ideal for gig workers, farmers, and those in e-commerce and quick commerce. It offers durability, load-carrying capacity, and practicality—making it a dependable workhorse for everyday business use.
• Primo: Compact, easy to ride, and affordable, Primo is a favorite among students and homemakers. Its lightweight design makes it perfect for short commutes and daily errands.
• Yunik: Positioned as a premium offering, the Yunik stands out with its blend of performance, elegance, and smart features. It’s designed for higher-income families seeking both functionality and style in an electric vehicle.

Together, these models reflect our strategy to cater to India’s diverse mobility needs with purpose-built EVs that combine innovation with day-to-day usability.

Do you have plans to diversify into electric motorcycles or commercial EVs in the near future?

Absolutely. We’re preparing to launch a motorcycle that speaks directly to India’s youth. We’ve already showcased two such innovations:

• Klasoo: An electric motorcycle designed for the adventurer & performance loving rider.
• Hydrix: A Triquad vehicle powered by both hydrogen and electricity (FCEV).

These upcoming products are a reflection of our intent to expand the Jitendra EV portfolio and lead innovation in both personal and commercial mobility.

As a relatively young company, what have been the most significant challenges you’ve faced in research and development?

One of the biggest challenges is finding the right balance between cutting-edge innovation and affordability. In India’s price-sensitive market, customers expect modern features—but they also need products to be economical and durable.

Battery technology is another complex area. Ensuring performance, safety, and longevity without inflating costs remains an ongoing effort. In parallel, we’re committed to localization—reducing our dependency on imports and building a more resilient, India-centric supply chain. But increasing the percentage of locally sourced components is both essential and challenging.

We’re also navigating fast-evolving EV regulations and safety standards, which demand agility and constant upgrades to our design and production processes. And like many in the industry, we’ve faced global supply chain disruptions—impacting timelines, availability, and production planning. Tackling these challenges requires strong partnerships, strategic foresight, and relentless innovation.

While many EV brands achieve strong sales, after-sales service often remains a concern. How is Jitendra EV addressing this critical aspect of customer satisfaction?

We take pride in being a customer-first company, and this mindset is central to how we manage after-sales service.

Our service network is carefully planned based on the number of vehicles on the road in each region. Every dealership we set up is equipped with full 3S capabilities—Sales, Service, and Spares—ensuring customers receive seamless support at a single location.

Interestingly, we’ve built a wider service network than the number of full-fledged dealerships. This allows us to respond faster, particularly in regions where EV adoption is growing rapidly. Our goal is to provide a worry-free ownership experience, and we believe building trust through reliable after-sales support is key to long-term customer satisfaction.

Which markets have shown the strongest demand for your vehicles so far—Tier 1, Tier 2, or Tier 3 cities?

Tier 2 and Tier 3 cities have shown the strongest traction for our electric two-wheelers.

Consumers in these regions are often highly cost-conscious and practical in their decision-making. With rising fuel prices and tighter household budgets, EVs offer a compelling financial advantage—not just an eco-friendly alternative.

Our vehicles are designed to be budget-friendly, reliable, and low-maintenance, which perfectly aligns with the expectations of these customers. The strong adoption we’ve seen in these markets validates our approach and motivates us to continue delivering value-driven solutions tailored to India’s heartland.

Are you exploring export opportunities or considering expansion into international markets?

Yes, we’ve already made a breakthrough in the African region and are actively exploring further export opportunities.

Our goal is to offer electric vehicles that are reliable, economical, and compliant with international standards—making them attractive to global partners. As demand for affordable EVs rises across emerging markets, we see strong potential for Jitendra EV to grow beyond India while maintaining our commitment to quality and innovation.

Looking back, what would you say has been the most defining moment or highlight in Jitendra EV’s journey so far?

One of the standout milestones has been the launch and successful scaling of our multi-utility EV lineup for the B2B segment, especially for last-mile delivery and fleet operations.

This wasn’t just a product win—it was a strategic shift. We focused on solving real challenges for logistics and delivery companies: range anxiety, load capacity, operating costs, and reliability. The response was overwhelmingly positive and helped us forge important partnerships with fleet operators, logistics firms, and delivery platforms.

That moment gave us the confidence to double down on commercial EVs, expand our service network, and invest further in supporting businesses on their clean mobility journey.

Finally, what advice would you offer to aspiring entrepreneurs who want to enter the electric mobility space?

Start with a clear purpose—not just profit. Understand your ecosystem: your customers, your suppliers, your dealers, and your competition. Build something that’s not just flashy, but functional and durable.

Strong relationships with suppliers and dealers are crucial. Suppliers are your lifeline for quality and timely materials, while dealers are the face of your brand. If they’re motivated and well-supported, your entire operation benefits.

And don’t underestimate after-sales service—it’s often overlooked but makes all the difference in retaining loyal customers. Lastly, focus on collaboration over competition. Working together across the industry helps everyone grow—and builds a more sustainable future for electric mobility.