Ever wondered why even though we manufacture electric scooters and cars right here in India, we end up importing their electronic powertrain components? Well, there's a fascinating reason behind it. You see, the heart of these vehicles, the motor controllers, often relies on imported semiconductors and PCBs. It's this aspect that sometimes makes it challenging for our Indian products to go head-to-head with their imported counterparts. But is this the absolute truth? Maybe not.

In today's episode, I had the  opportunity to chat with Bala from Anuvega Powertronics (https://apowertronics.com/), who is flipping the script. While the notion might be that Indian companies can't stand their ground against imported motor controllers, Bala is betting on a different outcome, especially in the mid-range market. He's targeting applications in light commercial vehicles, passenger cars, and even electric vehicles in mining and material handling.

What fuels his confidence? Well, it's the legacy behind Anuvega Powertronics. Their parent company, Anuvega Technology, boasts a six-year journey of supplying motor controllers for defense and missile applications. Bala's point is intriguing: Original Equipment Manufacturers (OEMs) might just prefer a domestic partner who can fine-tune controllers to perfectly fit Indian conditions.

Now, don't get me wrong—it's a tad early to predict if his crystal ball will be accurate. Their product is still in the process of being crafted and rigorously tested. But let me tell you, delving into the world of motor controllers during our conversation was an absolute blast. We dived into some captivating topics, including:

1. market potential for high-end motor controllers.
2. How these controllers square up against their imported rivals in terms of competitiveness.
3. The remarkable advantages that come hand-in-hand with a business legacy.