Thrust Zone
Thrust Zone
Ather Energy continues its commitment to making technology accessible in Indian languages with the introduction of Tamil on the Rizta Z dashboard. The update, arriving via over-the-air deployment from February 2026, represents a significant step in localizing the rider experience.
The move aligns with growing consumer preference for interacting with technology in native languages. Ather's multi-language initiative supports eight regional languages - Hindi, Marathi, Gujarati, Bengali, Tamil, Telugu, Malayalam, and Kannada. The rollout has progressed methodically, beginning with Hindi, followed by Kannada, and now Tamil on the occasion of Pongal.
CBO Ravneet Singh Phokela emphasized Tamil Nadu's importance to Ather, noting the Rizta's recent milestone of 2 lakh sales. The Tamil Nadu market represents both a significant manufacturing hub and growing customer base for the company. Building localized language support reflects Ather's deliberate strategy to create seamless ownership experiences across diverse Indian markets, with remaining languages to follow in coming months.
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