Smile the Temptation Away: Why We Chose Integrity Over Easy Profits

#CEOReflections by Rajeev YSR

A few days ago, I was in a strategic meeting with a potential partner. Midway through our conversation, they leaned in and said,
“Your brand is quietly gaining traction. It’s time to raise prices — you can command higher margins now.”

I smiled.

Not because I agreed, but because I knew this wasn’t the first time — and certainly won’t be the last — that such advice would come my way.

But at ThunderPlus ⚡, we are not in the business of building barriers. We are in the business of breaking them.

The Temptation of Higher Margins

There’s undeniable appeal in increasing profits through pricing — especially when your product has gained momentum. But we’ve made a conscious decision to walk a different path:

👉 A low-margin, high-volume model.
👉 A path that prioritizes accessibility over exclusivity.
👉 A journey that believes impact matters more than margins.

We believe that the EV revolution should be inclusive. Whether someone comes in with $100 or $1 million, their dream deserves an equal platform. No dream should be priced out of possibility.

The Value of Integrity

For us, integrity isn’t just a virtue — it’s a strategic foundation. Here’s what it means at ThunderPlus:

• The choice not to exploit the market, even when the odds are in our favor.
• The decision not to deceive, even when we hold more information.
• The determination to grind harder instead of taking shortcuts.
• The discipline to deliver on our promises, not for applause, but because we gave our word.
• The courage to walk away from profit if it compromises our values.
• The daily decision to do what’s right, not what’s easy.

A Model for the Future

We’re not trying to be the most expensive. We’re working to be the most impactful.

We envision a future where EV charging is not a luxury, but a utility — a basic right for every vehicle owner. That future requires not just technology or capital, but an unwavering commitment to ethics, empathy, and empowerment.

This is how we build a business that’s not just scalable, but sustainable.

This is what ThunderPlus stands for — and what I, as its founder, will always stand for.