Kunal Gupta, a Pune-based entrepreneur and co-founder of electric cycle company Emotorad, is on track to export e-bikes worth ₹150 crore this year, with shipments worth over ₹100 crore initially targeted for the US market. However, recent tariff hikes by the United States threaten to slow this momentum.
Gupta launched his e-bike venture with a clear mission: to showcase Indian engineering on the global mobility stage. Fast forward to 2025, and his startup has established a strong export pipeline. But the journey has hit a bump, the US recently imposed a steep 50% import duty on electric cycles from India, up from zero, catching many exporters off guard.
“This has been a major blow,” Gupta told ANI. “Until April 1, there was virtually no duty. Now, with the 50% tariff, prices for our American customers have shot up by 1.5 times, making our products significantly less affordable. That, in turn, affects demand and disrupts the entire supply chain.”
The tariff hike has led to tighter margins, renegotiated deals, and a reassessment of export strategies across the sector. Gupta notes that while the US was once a key focus, the company is now recalibrating its approach.
“There are other strong markets for e-bikes, Europe, Australia, Japan, Southeast Asia. We’re shifting our focus to these regions while also evaluating overseas assembly options to navigate trade challenges,” he said.
A social media post by Gupta supporting Prime Minister Narendra Modi’s position on trade recently gained traction, reflecting the wider concern among Indian exporters.
Emotorad, which began operations in a modest workshop in Pune, has grown quickly by emphasizing battery innovation, urban-centric design, and value-driven pricing. Early partnerships in Europe helped the brand establish credibility, paving the way for entry into the competitive US market.
With global demand for e-mobility solutions rising steadily, Gupta is also investing in next-generation battery systems and smart bike features. “Our vision goes beyond exports, we want India to be seen as a powerhouse of innovation in electric mobility,” he said.