By bubble you mean Ola Valuation or EV market?
Hero can and they are actually doing it. But they still lack the conviction to go full throttle on EVs. That is why they keep investing in Ather to keep their options open but still plag safe.
Yes I know the company OLA acquired to get their product and R&D but then except Ather who didn’t? Some of them are actually buying scooters from china and selling in India with their brand name.
Also if you will check statista report on EV market share, Ather is at 5th position with 11%. Ola, okinawa, hero electric and Ampere is ahead of them. With Ola 21% market share, nearest to ola is Okinawa with 13%. So you see Ola is dominating the market. And the key is distribution.
Ather has super scooter, i love them. But they lack marketing and distribution. Whereas Okinawa, making china sourced rebranded poor quality scooters, is selling more than Ather because of distribution.
That is why Ola becomes obvious choice for investors, if they want to invest in EV OEMs in India.