Feeling the Electric Energy with Ather: My Summer of 2024
My experience of working in a new industry and finding that internships are not about getting bored in office meetings if you are willing to just raise your hand and talk in them.
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The summer of 2024 was going to change a lot of things; I just wasn’t ready to anticipate the extent of it. I’ve always been a media person—advertisements, films, and articles have largely shaped my academic and internship experiences. So, the idea of working in an EV company was a little intimidating, partly because I don’t understand even the basics of primary-level science education.
Much to my disbelief, I wasn’t asked to recite the laws of thermodynamics at Ather Energy!
I might not know exactly what a Pugh Matrix is, but through my experience of working here for over a month, I can perfectly recall how many seconds each scooter model takes to reach an acceleration of 0-40. Over this duration, I’ve come to understand EVs as products rather than just a bunch of scientific concepts and executions put together, and I’ve fallen in love with the thought behind these products.
Obviously, the credit for this goes to the team that’s letting me work with them. The biggest criticism against companies is that interns feel like they’re not seen or heard, but the POPS team at Ather changed that dynamic for me. At every point in time, for any project I was assigned or volunteered to work on, everyone in the team was readily available to listen to my ideas or feedback, or even silly puns like “Watts Up” (because Watt is a unit of power and it’s an EV company—do you get it?).
One of the best aspects of working in People’s Communication and Employee Branding is the opportunity to interact with a diverse range of people, even as an intern. From corporate professionals to the engineers who’ve conceptualized these vehicles, I’ve gained invaluable insights into how an organization of this scale operates across multiple verticals, all aligned towards a collective True North.
The TAAS values that Ather emphasizes aren’t just buzzwords for a two-month internship; they’re principles that resonate beyond my time here. I’ve learned a great deal about creating an internal brand voice and fostering a fun work environment from the dedicated individuals here. It’s fascinating to see how these values shape the company culture and drive innovation.
I’ve come to realize that working in an EV company doesn’t require everyone to be a physics expert. In fact, my humanities background has been an asset, enhancing my ability to research, learn, and absorb new information eagerly. A crucial lesson from this internship has been the importance of owning your work with passion and patience, and the value of seeking feedback and input from those around you.
I’ve had the opportunity to participate in meetings, share ideas with my team, and offer comments on their proposals. This level of engagement has been consistently encouraged by the PCEB team, who motivated me to speak up and contribute in meetings whenever I had something to add. They have time and again in their communication to me and beyond that reiterated the clarion call of “Be the Story”, reminding each and every one to remember that their stories within Ather makes it the brand it is.
The work is incredibly hands-on, and you learn a great deal as you navigate through various tasks. This practical experience has deepened my understanding of Peoples Communication and Employee Branding. I’ve come to appreciate that these aren’t static functions but evolve dynamically with the organization’s needs.
It’s been eye-opening to see how my humanities skills complement the technical aspects of the company, creating a more well-rounded approach to problem-solving and innovation. Through my interactions, I’ve come to appreciate the intricate balance between technical expertise and effective communication that keeps Ather at the forefront of the EV industry. This experience has not only broadened my understanding of corporate dynamics but has also given me practical lessons in employee engagement and brand building that I’m sure will serve me well in my future endeavors.
Yashika Singla is an UG 24 English and Media Studies graduate from Ashoka University who will be coming back for ASP25.
