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BW Businessworld

Editor's Letter: Let Us Stay Positive

In this issue, we focus on one aspect of a sustainable earth - clean energy driven electric vehicles (EV). We examine the status and the outlook of the EV ecosystem.

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“Success is not how high you have climbed, but how you make a positive difference to the world.” —Roy T. Bennett

As the world lives through another year of a pandemic that continues to fence with every tool and remedy evolved to fight it, old values evaporate and the metrics of success and failure get questioned. India now grapples with the more deadly second wave of the coronavirus, which once again teaches us the worth of empathy, kindness and the need to reach out and help those in need of it.

Yet the show must go on and the wheel must keep turning. So, in this issue we focus on one aspect of a sustainable earth - clean energy driven electric vehicles (EV). We examine the status and the outlook of the EV ecosystem. India is moving towards innovations in mobility and strives to be a leader in this space. Tesla, the global EV giant, plans to foray into the Indian market. Home-grown ride-hailing giant Ola, has plans to build the world’s largest electric two-wheeler factory in India.

By 2030 the Indian government wants at least seven of ten commercial cars sold and three of every ten passenger cars sold to be EVs. In the bus segment, four out of ten buses should be running on electricity. Can India achieve these goals realistically, especially when the economic slowdown persists along with the pandemic - the economic impact of which remains to be estimated? We speak to industry leaders and do a status check on the EV industry in India, the challenges before it, the solutions and the way forward.

Our second cover feature celebrates a community that, for me, has played a pivotal role in driving organisations towards growth. I have always said that “marketing is business”. Organisations that understood this are among those that have bounced back faster from the crisis that hit them in 2020. The BW Top 50 Marketers is an initiative led by our Group Editorial Director, Noor Fathima Warsia and is based on a rigorous observation of marketing strategies across sectors last year.

These 50 leaders did not lose sight of the consumer and balanced both the short-term and long-term objectives of their organisations to deliver sustained growth even in tough times. Needless to say, the role of technology was evident in these endeavours. These leaders in marketing did not ‘cut back’ on measures even when they were compelled to ‘cut down’. There is a learning here for all businesses. Every single name on this list represents marketing leadership, mentorship, a very substantial amount of work, and a certain innate ability to be agile and forward looking. The industry needs such thinkers today.

Of course, we also bring to you all our regular features. We hope you enjoy reading this issue as much as we did putting it together. Happy Reading !

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electric vehicles magazine 20 April 2021