Ultraviolette Automotive wants a bigger footprint on global tarmac. The Bengaluru-based electric motorcycle startup has hired Abhijit Singh Brar as Head of Marketing, effective November 12, 2026. He steps into the role with an aggressive mandate—steer brand positioning, manage product launch campaigns, and drive demand as the company broadens its performance motorcycle catalog at home and abroad.
Brar brings more than two decades of brand strategy and commercial execution to the electric two-wheeler maker. Over eight of those years were spent at Royal Enfield, where he built domestic marketing operations before spearheading the classic motorcycle brand's aggressive global push. At Enfield, he managed international sales and brand campaigns across Europe, North America, Australia, Latin America, and Southeast Asia, leading ground-level market entries into South America and Southeast Asian hubs.
Before joining Ultraviolette, Brar handled senior marketing and business strategy at real estate developer Lodha, alongside earlier consumer-engagement tenures at liquor majors Bacardi and Diageo.
For riders tracking Ultraviolette's performance-first electric bikes, the hire points toward an expanding lineup and sharper international distribution. Ultraviolette co-founder and Chief Executive Officer Narayan Subramaniam noted that Brar's background in scaling legacy motorcycling culture into global territories directly matches the company's immediate product blueprint.
Brar's experience in developing Royal Enfield's brand and supporting its international expansion will be relevant as the company broadens its product portfolio and targets additional rider segments," said Narayan Subramaniam, CEO and co-founder of Ultraviolette Automotive.
Market Context: Premium performance electric motorcycles face a unique hurdle in India and abroad. Buyers demand proven highway reliability, high battery integrity, and sustained highway speeds rather than city commuter specs. Navigating that shift against established mid-weight internal combustion rivals requires seasoned two-wheeler distribution acumen.
Founded in 2016 by Narayan Subramaniam and Niraj Rajmohan, Ultraviolette develops proprietary electric vehicle platforms alongside in-house battery architectures. The startup has already secured European certification for its flagship motorcycles, clearing regulatory pathways into demanding Western riding markets.
| Executive & Corporate Details | Fact Sheet |
|---|---|
| Executive Appointee | Abhijit Singh Brar |
| New Role | Head of Marketing (Effective Nov 12, 2026) |
| Key Previous Tenures | Royal Enfield (8+ years), Lodha, Bacardi, Diageo |
| OEM Founders | Narayan Subramaniam & Niraj Rajmohan (Est. 2016) |
| Core Focus Areas | EV platforms, battery technology, global retail |
| Export Footprint | 20 countries with full European certification |
Ultraviolette currently ships motorcycles to 20 export destinations, including major European riding hubs such as Germany, France, Spain, Portugal, the United Kingdom, Belgium, the Netherlands, Italy, Switzerland, and Hungary. Brar's immediate focus turns to cementing dealership distribution and upcoming product unveilings as the Bengaluru brand preps its next phase of rider deliveries.