Ola Electric has been quick in capturing the two-wheeler segment of the electric vehicle market in India. As of November 2022, the company had sold over 20,000 units for three consecutive months. Expanding one’s consumer base that extensively requires all verticals, whether it be research and development or marketing, to put their heads and hands together.
After all, consumer tech companies not only need to come up with the optimum technology for the customer, but also the marketing to take the product to the final user. Ola CEO Bhavish Aggarwal, who seemed more inclined to the tech side, recently engaged in some Twitter banter over where funds should go with his company’s Chief Marketing and Revenue Officer, Anshul Khandelwal.
On Thursday, January 12, Aggarwal posted a tweet saying, “If ‘consumer tech’ companies are ‘tech’ companies, why do they spend all their money on marketing!” He tagged Khandelwal in the tweet, too.
If “consumer tech” companies are “tech” companies, why do they spend all their money on marketing!!@akhandelwal ????— Bhavish Aggarwal (@bhash) January 12, 2023
Aggarwal’s leaning towards the tech part in consumer tech is almost crystal clear. In December last year, the Economic Times reported him saying that Ola has had a clear vision from day one. “We use our technology as our platform and in the next few months you will appreciate the power of the technology platform as products get announced in much more quick succession,” he had stated.
He further said that the company does not do much advertising spending. “You won’t see us sponsoring the Indian cricket team,” said Aggarwal, likely taking a dig at competitor Ather, who is sponsoring IPL team Gujarat Titans. “We would be the highest investor in R&D as a percentage of revenue.”
Khandelwal seems to be in a tough spot due to this approach, though. He responded to Aggarwal’s tweet with a meme of the iconic Babu Bhaiya character from the Hera Pheri series.
@bhash Please ???? https://t.co/vzsMtB92IF pic.twitter.com/7FpBkuqK92— Anshul Khandelwal (@akhandelwal) January 12, 2023
The meme shows the marketing department of Ola Electric asking their CEO to send a few funds their way. The banter between the two executives of the company entertained a few and presented an avenue for many others to talk about their grievances about the issues they are facing with their Ola Electric two-wheelers.
The banter escalated into a public forum for Ola, with many even requesting the company to focus on service more than sales and marketing.
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