In an exclusive interview with AutoEVTimes, Maxson Lewis, Founder and CEO of Magenta Mobility, discusses the transformative impact of the revised FAME-II and PLI schemes on India’s electric mobility sector, particularly in the last-mile delivery space. Lewis delves into how Magenta’s strategic partnerships, technology-driven fleet management systems, and commitment to sustainability are paving the way for a greener, more efficient future in electric transportation. With a long-term vision that includes mainstream integration, renewable energy adoption, and a robust support network, Magenta Mobility is poised to play a key role in shaping India’s EV landscape.
Read the full interview here:
AutoEVTimes: How will the recent revisions to the FAME-II and PLI schemes impact the electric mobility industry, particularly for last-mile delivery? What additional support would you like to see from the government?
Maxson: While the revisions to the FAME-II and PLI schemes have a broader impact to the EV ecosystem, I will try to give a view from the last mile delivery perspective. At this point I believe the third iteration of FAME subsidies will be limited to cover existing liabilities of the earlier schemes and not driving new demand. EV companies aiming for incentives on EV sales will need to undergo fresh certification process since the guidelines are expected to be updated and more driven towards localisation and R&D.
The scheme is expected to defocus from passenger cars and focus on Public Transport and Fleets especially electric buses enabled by providing more subsidies for electric buses purchased by State Transport Undertakings (STUs).
My expectations from the government on such subsidies would include:
- Incentives for Fleet Operators:
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- Fleet Conversion Grants: Specific grants or subsidies for companies converting their existing delivery fleets to electric could provide a significant boost. This would help offset the initial costs associated with purchasing electric vehicles and installing necessary charging infrastructure.
- Research and Development (R&D) Support:
- Innovation Funding: Increased funding for R&D in EV technology, battery efficiency, and vehicle performance could drive innovations that make electric vehicles even more suitable for last-mile delivery applications.
- Regulatory Support:
- Streamlined Regulations: Simplifying regulatory requirements and offering clear guidelines for integrating electric vehicles into delivery operations can reduce barriers and accelerate the adoption process.
- Consumer Awareness and Training:
- Educational Programs: Providing training programs for fleet operators on the benefits and maintenance of electric vehicles, as well as consumer awareness campaigns, can facilitate smoother transitions and greater acceptance of electric mobility solutions.
By addressing these areas, the government can further strengthen the electric mobility sector.
AutoEVTimes: With $22 million raised, how will you utilize this funding for expansion? How do partnerships with Amazon, Flipkart, and others fit into your growth strategy?
Maxson: Our $22Mn raise happened almost 18 months ago and we have been able to leverage that investment into scaling up our fleet and our tech platform.
More than investments, we believe in focusing on our clients and generating revenues. At this time we are working with marquee clients in each segment. There is a focussed approach to going deep in our relationship with our clients and that is already visible in the way we have been able to triple our deployments across clients where we have agreed for a partner approach to convert ICE fleet to EVs.
AutoEVTimes: How have your technology-enabled services and Fleet Management System improved efficiency and safety in your EV fleet? What role does your tech platform play in maintaining a sustainable electric ecosystem?
Maxson: Our tech platform has been built ground up since there were none to suit the EV dynamics. E.g. is our driver on boarding which includes Documents and Background verification. All this is enabled with our integration with Digi-locker and reduces redundancies and paper.
Since the tech platform is proprietary and hence I may not be able to elaborate, but it covers each aspect of our operations including telemetry, charging management, asset management and driver management. We continue to invest heavily into building this platform and integrate with the likes of channels like ONDC.
AutoEVTimes: How has Magenta’s transition to EVs impacted clients’ sustainability goals, especially in e-commerce and FMCG? What are your next steps in advancing clean mobility?
Maxson: Today Magenta is seen as the go to EV fleet operator by clients who are planning to transition to sustainable solutions. We pride in stating that at clients where we are operating, we are probably one amongst the top 2 service providers. We work closely with our clients on ideas and engagements for example in capturing green kms per package, carbon credits etc.
AutoEVTimes: What is your long-term vision for electric mobility in India, and how do you see Magenta Mobility’s role evolving? What milestones are you aiming for in the near future?
Maxson: The long-term vision for electric mobility in India is to create a sustainable, efficient, and widespread adoption of electric vehicles (EVs) across all segments of transportation. This vision encompasses several key themes that we are working on:
- Mainstream integration
- Diverse client segments
- Renewable Energy Integration
- Network of Support Systems such as service centers and maintenance facilities tailored for electric vehicles.
By focusing on these areas, Magenta Mobility aims to play a pivotal role in advancing electric mobility in India, driving both innovation and sustainability in the transportation sector.
