Brand Context
Revolgo is an e-bike startup focused at improving last-mile delivery experience in the affordable segment.
Situation Context
The electric bike market is growing in India, albeit slowly due to lack of awareness about cleaner, sustainable and affordable options. For businesses involved in sectors like e-commerce and retail, there’s a growing trend to shift to electric vehicles, supported by government policies promoting greener transportation.
Competitors in the Indian e-bike space include major players like Hero Electric, Ather Energy, and other small brands, all of which offer models that are individualistic electric motorbikes and not designed for last-mile delivery while also being heavy on the pocket.
The Challenge
Build a distinct brand identity and strategy that resonates with both consumers and businesses, positioning this new brand as the go-to choice for last-mile delivery solutions.
The Insight
The e-bike market in India lacks a leader in last-mile delivery solutions. Existing players like Hero Electric and Ather cater to individual consumers with electric motorbikes and scooters, but they are neither designed nor optimized for last-mile deliveries. Additionally, the market lacks a trusted authority that bridges the gap between innovation and practical, eco-friendly solutions for logistics.
The Strategy
The brand ‘RevolGo’ to step in as the leader and innovator in this untapped segment.
Segmentation & Targeting: Identified segments for consumers and businesses separately that would help define the brand’s TG. Amongst other findings, some key psychographic and behavioural traits that emerged were
Personality: Innovative, Practical
Traits: Health-conscious, Environment conscious, Tech-savvy
Interests: Cycling, Sustainable living, and Urban living
Lifestyle: Active, Eco-friendly
Attitude: Open-minded, Proactive, and Community-minded
Usage rate: Regular use, Seasonal use
Benefits sought: Convenience, Health benefits
User status: Early adopters, Niche users
Using the 4Cs framework, we arrived at the binding insight to position the brand:
Company Truth: providing sustainable, cost-effective & reliable transit solution for last mile deliveries & local vendors.
Category Truth: e-cycles’ usage is mainly for personal transit; cummunication is cluttered around sustainability; ours can be a functional differentiator.
Culture Truth: New age consumers and businesses are shifting towards eco-friendly solutions making sustainability a become business necessity (Bain & Co.).
Consumer Truth: “Business badhega toh mein badhunga (If the business grows, I will grow)”; “I want to put my efforts towards the right direction in a smarter way.”
Value Proposition: The brand acts as a catalyst to their future business growth.
Tagline: Delivering a better future.
Brand Personality: Core Archetype : Creator; Influencer Archetype : Hero
Brand Voice: Innovative, Confident, Supportive, Inspirational & Brave
The Impact
Revolgo’s strong branding turned from pre-revenue to early revenue.
The brand was able to successfully raise seed funding.
