Greaves Electric Mobility hires Pranesh Urs as Head of Marketing

Greaves Electric Mobility appoints Pranesh Urs, ex-Ather VP, as Head of Marketing to drive Ampere, Ele and Eltra brands in EV market push.

Greaves Electric Mobility (GEML), a key player in India’s electric vehicle space, has brought on Pranesh Urs as Head of Marketing to steer its brand growth amid rising EV demand. Urs, who reports directly to Managing Director and CFO Vikas Singh, will focus on boosting visibility for GEML’s flagship brands: Ampere electric two-wheelers, Ele three-wheelers, and Eltra commercial vehicles. His mandate includes crafting integrated campaigns that highlight practical, everyday electric mobility solutions for urban and rural users alike.

With over 13 years in marketing across automotive and consumer tech, Urs arrives from Ather Energy where he served as VP and Head of Marketing, shaping strategies for electric scooters. Earlier roles at Samsung India Electronics and Hewlett-Packard honed his skills in consumer electronics branding, digital campaigns and e-commerce drives. A mechanical engineering graduate from Mangalore University, Urs also earned a Master’s Diploma in Business Administration from Symbiosis Institute of Management Studies in Pune.

Vikas Singh welcomed Urs, stating his expertise in green mobility and tech will add fresh insights as GEML shifts from feature-focused pitches to user-centric stories. Singh noted the timing aligns with GEML’s push to expand retail networks, service touchpoints and product lines for sustainable transport nationwide. Under Urs’s lead, expect bolder digital outreach, influencer tie-ups and experiential events to connect with eco-conscious buyers eyeing affordable EVs.

This hire bolsters GEML’s ambitions in a competitive market dominated by players like Ola Electric and TVS, where strong branding could tip the scales for mass adoption.