India, Sept. 26 -- "It's time for us to say: 'let's unsubscribe to the construct of labels'," Ultraviolette cofounder and CEO Narayan Subramaniam exclaimed at the recent launch of the company's latest motorbike, the X-47 Crossover.

The electric vehicle startup that had set out to reimagine high-performance bikes in India has just dropped its fourth model in nine months.

Priced at INR 2.74 Lakh (ex-showroom, Bengaluru), the X-47 Crossover sits below the company's flagship F77 lineup and is pitched as a hybrid between an adventure bike and a street naked.

For CEO Subramaniam, it's an attempt by the company to break away from rigid categories. But behind this marketing push perhaps lies a bigger factor: Ultraviolette's growing urgency to ...