PROJECT REPORT

on
Competitive analysis of Amara Raja batteries at O.E.M. segment
in the automotive industry (B2B) marketing

SUBMITTED BY

Sugali Raveendra Nik

Indian Institute of Management Jammu

Jammu - 180016

December 2020

1|Page
AMARA RAJA
GOTTA BE A BETTER WAY
 Acknowledgment
I, Sugali Raveendra Naik, the pupil of Master of business administration
from Indian Institute of Management Jammu, would like to specific my
incredible understanding to all these who have prolonged their enthusiastic help
to entire this endeavor.
I take this probability to specific my profound gratitude and deep regards to my
company mentor Mr. Uday Galla (O.E.M Marketing manager) and Mr.
Krupakar (marketing manager) of Amara raja batteries Hyderabad department
for their form efforts to well known the fact of the modern market surroundings
of the battery industry, as nicely as assisting me to get properly versed with the
surroundings of an employer from the aggressive perspective. The cordial
support, precious information, and preparation given by them have been the
most stunning mastering section of my project.
I also owe to Mr. Nalini Kumar (general supervisor) of Amara raja batteries
Aragonda and Mr.Lakshminarayana (manager of CSR-Amaron) to give me
this precious opportunity.
My special thanks to Dr. Baljeet Singh (marketing management Professor)
and Dr. Rashmi Rajan Parida ( marketing management professor) at Indian
Institute of Jammu
 INDEX

NO TOPICS PAGE NO

1 INTRODUCTION 4 to 5

2 COMPANY BACKGROUND 6 to 8

3 BATTERY DIVISIONS 9 to 11

4 SWOT ANALYSIS 12

5 COMPETITIVE ADVANTAGE OF ARBL 13 to 14

RESEARCH METHODOLOGY
6 OBJECTIVES OF STUDY OF STUDY 15

7 SCOPE OF STUDY 16 to 18

8 ANALYSIS 1 19to 21

9 ANALYSIS 2 22

10 ANALYSIS 3 23 to 24

11 RECOMMENDATION&CONCLUSION 25

12 BIBLIOGRAPHY 26
Competitive analysis of Amara Raja
batteries at O.E.M. segment in the
automotive industry (B2B)
marketing
COMPANY'S BACKGROUND

 Amara Raja Batteries Limited (ARBL) is engaged in the manufacturing of

industrial and automotive batteries. It was founded in 1985.

 ARBL was the first to introduce Valve Regulated Lead Acid (VRLA) batteries
with three–year warranty in industrial and automotive applications. It was also the
first to submit a 60–month warranty for automotive and two-wheeler batteries.

 The company has pan Indian presence with a network spread across 18,000 retail
outlets, 2,000 service hubs, and 400+ PowerZone retail outlets.

 The company is the largest and dominant market leader of standby batteries in
Railways, Telecom, Power Generating stations in India. It is the largest
manufacturer of stand VRLA batteries in South Asia.

 ARBL owns one of the largest and most modern automotive battery plants in Asia,
producing 2.5million batteries per annum.

 On February 2, 2011, Amara Raja Group unveiled a new identity coinciding with
its silver jubilee celebrations. On occasion, the Group Chairman, Dr. Ramachandra
N. Galla, announced Amara Raja Digital World City (ARDWC) and shared group?
Vision to achieve $25 billion in revenue by 2025 and continue to create non–
migratory jobs.

 The company exports automotive batteries to countries, namely Singapore,

Malaysia, Hong Kong, Thailand, Vietnam, Philippines, China, Japan, Greece,
Australia, Dubai, Oman, Bahrain, U.A.E., Kenya, Tanzania, South Africa, and
many more.

 The company has been a supplier to big companies like Ashok Leyland, Fiat,
General Motors, Hindustan Motors, Honda, Hyundai, Mahindra & Mahindra,
Maruti, and Tata Motors, Daimler Chrysler, and Ford.
 Company background
Achievements and Credentials:
 Best Telecom equipment Manufacturer Award 2009 by BSNL
 Quality Excellence Award for the year 2009 by INDUS Towers
 Amaron is the preferred supplier to Daimler Chrysler, Ford, and General Motors.
 Automotive Product of the year 2000 by Overdrive
 Excellence in Environmental Management in 2002 by A.P. Pollution Control Board
 Creative Advertiser of the year '02 by ABBY
 Ford 'World Excellence Award'
 Ford Q1 Award
 Quality benchmarks
 Best Business Practices as per J.C.I.
 Part of the world's largest battery manufacturing alliance – Johnson Controls Inc.,
U.S.A.
 The largest manufacturer of standby VRLA batteries in South Asia
 Pioneered the widely used VRLA batteries for industrial application in India
 Largest & dominant market leader of standby batteries in Railways, Telecom,
Power Generating stations in India
 One of the largest (designed for producing 3.64million batteries p.a.) and most
modern automotive battery plants in Asia
 Highly automated (oxide preparation to finishing; all processes and operations are
automated)
 Part of Amara Raja's highly integrated battery complex (most components are built
in–house)
 Industrial Economist Business Excellence Award – 1991 by the Industrial
Economist, Chennai.
 Best Entrepreneur of the year 1998 – by Hyderabad Management Association.
 Excellence award by an institution of Economic Studies (E.S.), New Delhi.
 Udyog Rattan –1999 by Institution of Economic Studies (E.S.), New Delhi.
 Q1 Vendor Status by Ford India Limited – 2003.
 World Excellence Silver Award by Ford U.S.A.
 The spirit of Excellence by Academy of fine arts, Tirupati
ARBL' FUTURE PLANS:
Maximize the export of its batteries.
Emerge itself as a global player
Constant up-gradation of its products
Stream of new models
Constant Stress of improving productivity.

AMARA RAJA GROUP COMPRISES OF FOLLOWING COMPANIES:

Amara Raja Batteries Limited (ARBL), Karakambadi, Tirupathi.
Amara Raja power Systems Pvt. Ltd (ARPSL), Karakambadi, and Tirupathi.
Harsha Electronics Pvt. Ltd (HEPL), Karakambadi, Tirupathi
Mangal Electro Systems Pvt. Ltd (MESPL), Petamitta, Chittoor Dist.
Amara Raja Electronics Pvt. Ltd, (AREPL), Dighavamagham, Chittoor Dist
Galla Foods & Spices, Pvt. Ltd.

AMARA RAJA BATTERIES LIMITED:

Amara Raja Batteries Limited was established in 1985 and then converted into limited in
the year 1990. Amara Raja has a strategic tie-up with Johnson Controls Inc. of the U.S.A.
Amara Raja has demonstrated its commitment to offer optimum system solutions of the
highest quality. Amara Raja has become the largest supplier of standby power systems to
core Indian utilities such as the Indian Railways, Department of Telecommunications,
Electricity Boards, and significant power generation companies. Extensive plans have
been charted out for the future, where the company undertakes to become the most
preferred supplier for back-up power systems.
Amara Raja has offered time tested world-class technology and processes developed on
International Standards – be it high integrity VRLA systems like POWR STACK and
POWER PLUS or the recently launched high-performance U.P.S. battery – KOMBAT &
AMARON HI-LIFE automotive batteries that are the products of the collaborative
batteries efforts of engineers at Johnson Controls Inc. and Amara Raja.
ARBL comprises of two major divisions viz.,
1: Industrial Battery Division.
2: Automotive Battery Division.
INDUSTRIAL BATTERY DIVISION (IBD):
Amara Raja has become the benchmark in the manufacture of industrial batteries. India is
one of the largest and fastest-growing markets for industrial batteries globally, and
Amara Raja is leading in the front, with an 80% market share for standby VRLA
batteries. It is also having the facility for producing plastic components required for
Industrial batteries. ARBL is the first company in India to manufacture VRLA batteries
(S.M.F). The company has set-up Rs.1920 lakhs plant on 18 acres in Karakambadi
Village, Renigunta Mandal. The Project site is notified under the "B" category.

CAPACITY:
IBD's actual installed capacity is four lakhs cells per annum, and utilization capacity is
reached 3 25,000 cells per annum.
PRODUCTS:
Types of VRLA batteries manufactured in IBD are:
1: POWER STACK
2: KOMBAT (U.P.S. battery)
3: BRUTE
4: GENPRO.

CUSTOMERS:
Amara Raja being the first entrant in this industry, has the privilege of pioneering VRLA
technology in India. Amara Raja has established itself as a reliable supplier of high–
quality products to major segments like TELECOM, RAILWAYS, and POWER
SECTORS.

COMPETITORS:
The Major competitors for Amara Raja Batteries Products are:
1: Exide Industries Ltd.
2: Hyderabad Batteries Ltd.
3: G.N.B. Industries (US-based).
4: Prestolite Industries.
5: AMCO Industries.
 Battery division
AUTOMOTIVE BATTERY DIVISION (A.B.D.):
ARBL inaugurated its new automotive plant at Karakambadi in Tirupathi on September
24, 2001. This plant is part of India's most completely integrated battery manufacturing
facility with all critical components, including plastics sourced in-house from existing
facilities on-site. In this project, Amara Raja's strategic alliance partners Johnson
Controls, U.S.A., have closely worked with their Indian counterparts to plant
engineering. It is also having the facility for producing plastic components required for
automotive batteries.

CAPACITY:
With an existing production capacity of 5 lakhs of automotive batteries, the new
Greenfield plant will produce 1 million batteries per annum. This is the first phase in
enhancing Amara Raja's production capacity in which the company has invested Rs.45
crores. At an additional cost of Rs.25 crores, production capacity will increase to 2
million units, estimated to complete around three years in the next phase. After that,
ARBL will become the single largest facility for battery manufacture in Asia.

PRODUCTS:
The Products of A.B.D. are:
1: Amaron HI-WAY (TRUCKS)
2: Amaron HARVEST (TRACTORS)
3: Amaron SHIELD (INVERTERS)
4: Amaron HIGH-LIFE (PASSENGER CARS)
The plastic products of A.B.D. are Jars and Jar Covers.

CUSTOMERS:
ARBL has prestigious O.E.M. (Original Equipment Manufacturer) clients like FORD,
GENERAL MOTORS, MERCEDES BENZ, MARUTI UDYOG LTD., PREMIER
AUTO LEYLAND, ASHOK LEYLAND, HINDUSTAN MOTORS, TELCO,
MAHINDRA & MAHINDRA and SWARAJ MAZDA, DAEWOO MOTORS.

COMPETITORS:
The following were the competitors for Amara Raja Batteries:
1: Exide Industries.
2: Prestolite
3: G.N.B. Industries (U.S. Based)
4: AMCO
5: Hyderabad Batteries Ltd.,
AMARA RAJA POWER SYSTEMS PVT. LTD.:
Amara Raja Power Systems Pvt. Ltd. It was incorporated in 1984 and was co-promoted by
AP ELECTRONIC DEVELOPMENT CORPORATION (APEDC). Under APEDC's
equity participation, ARPSL has become a deemed public limited company as per section
43 (A) of the companies Act 1956. ARPSL is engaged in the manufacture of
Uninterrupted Power Systems (U.P.S.), Battery chargers (B.C.), and inverters. The
company has entered into a new collaboration with M/s. Rectifier Technologies,
Australia, for manufacturing the advanced switch Mode Power Supply units (SMPS) for
battery charging purposes. The current credit rating of the company is "A."
The total strength of ARPS (P) L comes around 265.

PRODUCTS:
The products of ARPSL are:
1: Conventional Charges.
2: Switch Mode Rectifiers (S.M.R.)
3: Integrated Power Supply Systems (I.P.S.).

CUSTOMERS:
BSNL
VSNL
SPCNL
SIEMENS
RELIANCE AND
LG.
HARSHA ELECTRONICS PRIVATE LIMITED (HEPL):
It was incorporated in 1990 to manufacture M.S. cabinets, Trays, and Racks for batteries,
U.P.S., Battery Chargers, Inverters, etc., and manufacture small battery parts. It was
registered as an ancillary unit to ARBL & ARPSL. The operations of the company are
brisk and satisfactory.
It has all the sheet metal processing machinery starting from sheet fitting to final painting
with punching, bending, phosphate, and powder coating, and a total strength of HEPL
coming around 193.
PRODUCTS:
M.S. – CABINET
TRAYS AND
RACKS.
CUSTOMERS :
ARBL
ARPSL.
Tie-up with Johnson Controls for Technology edge:
ARBL has a Technological and Financial alliance with Johnson Controls Inc. (J.C.I.),
U.S.A., for the Automotive Battery (SLI) Project. It raised R.S. 250 million through
preferential equity issue, ceding a 23.7% stake to J.C.I. at R.S. 89 / share, in F.Y. 98.
J.C.I. can increase this share by 30%.
Excellent Working Capital Management:
Since ARBL's scales have primarily to the Public Sector, which has the reputation of
being slow in paying its dues, despite that, ARBL has been able to manage its working
capital very well. Its working capital as a percentage of sales has reduced drastically from
41.6% in financial year '94 to 13.7% by financial year '99. Debtors have reduced from
118 days in financial year'94 to 64 days in financial year'99. It has utilized internal cash
generations to extract better discounts on its purchases by paying creditors earlier than is
typical. That is reflected in the current liabilities reducing from 63 days to 42 days
currently.
Higher Margins due to In-house Production:
ARBL has invested its surplus cash in building capabilities to manufacture several of its
components in-house, to enhance battery components' quality. It manufactures everything
in-house: from oxide/grids to cabinets and racks. It also produces transformers and all
sub- systems for power systems within its facility. As a result, its margins have been
inching upwards over the last three years (from 27.1% in Fy 96 to 30.85% in F.Y. 99)
despite a sharp fall in realizations over the same time frame.
However, we expect this increase in margins to be capped as competition intensifies. But
Operating margins will be affected when ARBL makes forays into automotive batteries,
where margins are inherently lower than the Industrial batteries segment. After F.Y. 00
for ARBL, it is a Volume game to drive growth.
A cautious payout strategy:
ARBL's payout has been conservative over the last few years, mainly because it intends
to repay loans first and make itself debt-free. Now that it has achieved that objective, we
expect payouts to become more liberal, improving valuations.
SWOT ANALYSIS

STRENGTHS
Maintenance Free
•Long Lasting
•Promotion & Branding
•Heat Resistant & Low Reaction
•Strong distribution

WEAKNESS
Less experienced in Automotive Battery Market

OPPORTUNITIES
Attracting customers of the O.E.M. market
•Increasing brand awareness through retailers

THREATS
•Competition from the unorganized sector
•Exide may also come up with the competitive Product

Promotion
 Campaign – "Lasts Long, Really Long"
 The ad won Gold Abby at Mumbai.
 Hinglish Lyrics to make brand youthful & sporty
 Fables and animated characters
 Mineral Water campaign during summer in various cities
 Sponsored Go-karting & Motorsports
 Narain Karthikeyan – Brand Ambassador
Competitive Advantages for ARBL:
Advanced technology and the wide distribution
network are the two significant competitive advantages that have helped ARBL thwart
competition and make in-roads in an industry that was solely dominated by Exide.
Automotive Batteries
(53%)
Industrial Batteries
(47%)
ARBL
OEM
(35%)
Replacement
(65%)
Telecom
(45%)
U.P.S.
(38%)
Railway &
Others (17%)
www.katalystwealth.com
Further, now that the company has established itself as a well-known brand, it acts
as a sustainable moat and creates a vicious circle for the company to outgrow competition.
Sector details and market share: On Mar'11, the Indian lead-acid automotive
storage battery's size was estimated at 8,200 crores. It can further be classified into
O.E.M. &Aftermarket, and Branded and Unbranded. Demand for automotive batteries is
divided among different segments, with cars and utility vehicles constituting the largest
share of 36%, followed by commercial vehicles at about 28%, 2-wheelers at about 21%,
and tractors at 15%. At the O.E.M. level, Exide and AMARON are the only two
preferred brands,
At the moment, there's no scope for unorganized players. In the 4W O.E.M. segment,
ARBL commands 25% market share, while its strong association with O.E.M.s and wide
the distribution network has reportedly helped the company penetrate the replacement
market
the segment where it holds 30% market share in the 4W organized segment and overall
18%. Sales to O.E.M.s are from the organized segment, while the unbranded/unorganized
players, who sell low-cost products for two-wheelers, commercial vehicles, and tractors
still account for ~50% of the total sales in the aftermarket.
However, there lies a good opportunity for ARBL (as primarily focused on replacement
market) as the share of unorganized manufacturers has been in a downtrend in recentyears
owing to product unreliability, rising disposable incomes, increasing quality
consciousness, environmental restrictions, and technological advancements in the
automotive industry.
Automotive battery market
(8,200 cr.)
O.E.M.
(2,050 cr.)
Aftermarket
(6,150 cr.)
Automotive battery market
(8,200 cr.)
Branded/Organized
(4,750 cr.)
Unbranded
(3,450 cr.)
www.katalystwealth.com
Automobile sector growth: Automotive batteries sales growth is directly proportional to
the increase in new vehicle roll-out each year. The Roll-out of new vehicles in any year
contributes directly to the O.E.M. sales in the first year, while it also adds to the
replacement
demand over a recurring cycle of 3 years.
The O.E.M. business is driven by new vehicle (4-wheelers and 2-wheelers) demand in any
particular year. Aftermarket sales are influenced by the number of cars in use, average
battery life, average vehicle age, and population growth. On average, a 4-wheeler
battery life expectancy is about three years, while the 2-wheeler battery life expectancy is
around two years.
Though O.E.M. sales have slowed down since the last one year on account of various
micro and macroeconomic factors, in the long run, the twin factors of increasing
affordability and low penetration are expected to help sustain double-digit growth for the
next five years in India's automobile demand.
www.katalystwealth.com
Yes, affordability has improved several folds on account of various below mentioned
reasons and is one of the key reasons driving automobile demand in India.
• Rising prosperity
• Favorable demographics with a predicted increase in the working-age population
• Easier access to finance
• Growing competition with continuously improving price-value proposition for
customers
The average salary of the middle-income group has increased substantially over the years
while the advancement in technology has enabled the companies to provide an improved
product at a cost marginally higher than what they used to quote several years back, and
thus buying 2-4 wheelers is within reach of a larger share of India's population.

Research methodology
Objectives of the
Study:
Amaron is main is one of the battery groups in India. Amaron and Exide robust rivals to
every other. Both groups compete in every section of the battery and compete in
promotional and advertising strategies. They have carried the equal opposition in and
round sectors of Andhra Pradesh and Telangana. So I chose this subject to raise my
lookup in "Comparative Study of Amaron & Exide Batteries in and round sectors of
Andhra and Telangana." The requirement of competing corporations on the information
about elements that affect Promotional & Marketing Strategies is necessary. With so
many market-related lookup research in the previous and the altering market culture, it is
imperative to the center of attention lookup matters on precise areas deemed a lack in
updated lookup to point out this section Battery enterprise and businesses' unique needs.
This lookup targets to fill the gaps and make contributions to the study's subject's present
knowledge. The research's most important purpose was to decide the batteries industry's
proper overall performance regarding in and round sectors of Andhra and Telangana.
This learning about in particular goals to evaluate the pinnacle two main battery
corporations Amaron & Exide, associated with the elements that affect the batteries'
Market. Specifically, the lookup goals encompass the following:
• To learn about the Market of batteries in and round sectors of Andhra and Telangana.
• To learn about the comparative month-to-month income of Exide and Amaron utilizing
interviewing exceptional sellers and distributors based totally inside Andhra and
Telangana.
• To learn about Promotional & Marketing Strategies Amaron & Exide Batteries in and
round sectors of Andhra and Telangana.
• To learn about of market depth of Amaron & Exide Batteries.
• To learn about offerings furnished via battery companies.
• To do an in-depth evaluation of manufacturer choice's shift inside the retailers,
distributors, and the end-users from "Exide" to "Amaron" inside Andhra and Telangana
and surroundings.
• Marketing Mix of Amaron and Exide and their comparative study

Scope of the Study:

The corporation must supply merchandise and offerings to the customers, whether
tangible or intangible. The proper Product's realistic and environment-friendly bodily
motion will communicate about the intangible advantages of the Product and the
corporation that is turning in it. The battery enterprise in India is very vast. With more
recent automobiles, digital and electrical appliances, more recent battery manufacturing
groups are coming up. The current agencies are growing their community with the assist
of new sellers and sub- dealers. So there are a lot of issues and scope of evaluation on the
battery industry. With the multiplied complexity of the enterprise environment, it has
been fundamental to figure out the study's content material and then function it
accordingly.
This finds out about analyses of the data that can evolve some advertising choices on the
aggressive market state of affairs of the two leading manufacturers of the Indian battery
market. The scope of this learning is to appear at the specific subjects described beneath
and arrive at a selection on the aggressive market state of affairs of the two leading
manufacturers of the Indian battery market.
sales Analysis:
Deals investigation considers sorts of customers that establish the likely Market, size and
area of the Market, development, and convergence of the Market over a specific period,
buy propensities for crucial market sections, the purchasers' inclination to get some
particular brands.

sales Methods and Policies:

This examination has zeroed in on assessing the current appropriation framework's
adequacy liable to be utilized in building up or updating deals an area limit, actual
circulation framework, and after-deals administrations.

Product Management:
Each Advertiser attempts to officially or casually use data to deal with the current and
new items and analyzes market input about profound contributions. This examination has
been led to screen the two driving brands of the Indian battery market's severe
presentation. This investigation gives the correct data that mirrors the real condition of
the Market. Through this venture, we will have the option to get knowledge into Andhra
and Telangana's battery market. This present task's discoveries can help get input about
different batteries, their market presence, and purchaser reactions for the batteries
dependent on the sellers' response. This undertaking can be utilized to plan new
showcasing and limited time technique for expanding deals. It likewise assists with
settling on the way to deal with diminish contenders' impact in the Market. The
examination venture will help new contestants of Andhra and Telangana Market, and it
will help plan their Marketing Strategies for the Market.
Restrictions of the Study:
During the whole examination study, I made an honest effort to make my investigation
and report thorough and subjective. The battery business in India is enormous. With
fresher cars, electronic and electrical apparatuses, more current battery producing
organizations are coming up. The existing organizations are expanding their organization
with the assistance of new sellers and sub-vendors. So there is plenty of issues and extent
of investigation on the battery business. In any case, with the requirements of time and
assets, we need to restrict our analysis between explicit spaces.

The restrictions were:

• The time frame for the investigation was succinct.
• We needed to keep our survey short to be responsible within 2-3minutes as the
respondents ordinarily attempt to abstain from being addressed, locating the absence of
time as a reason.
• Some vendors didn't engage us with the necessary reactions.
• Some respondents may have given off-base or one-sided reactions.

The methodology used in the study

Understand and study the plans
and formulating the objective Designing the method of
of the study data collection

Systematic collection of
Selecting the samples
data for research

Analyze the collected

data for detecting the Reporting the findings
gaps, deficiencies area
of improvements

Develop
recommendations Report writing
based on the findings
The study of competitive analysis of Amaron batteries at O.E.M. segment in the
automotive segment

Analysis 1
1. Secondary data analysis:
Using the secondary data, we will conclude the Amaron batteries at the O.E.M.
segment in the automotive industry. In the automotive part, O.E.M. (original equipment
manufacturer) demand was subdued due to lockdown challenges across the country, and
vehicle production could recommence only in June with graded ramp up. Exide is present
in all automotive batteries, namely four-wheeler O.E.M., four-wheeler aftermarket, two-
wheeler O.E.M., and two-wheeler aftermarket. ARBL is present except for two-wheeler
O.E.M., trying to get a foothold in the next two years. ARBL commands 26% in four-
wheeler O.E.M., 34% in four-wheeler aftermarket, and 24% in two-wheeler aftermarket.
It has a marquee client list like Maruti, Honda, Hyundai, G.M., Mahindra, Tata, Chrysler,
Swaraj, Ashok Leyland, and many other names.

THE competitive analysis and the market capitalization is just the outcome of the year
ending financial statement.
The visible attribute of this report which clarifies the company's position in O.E.M.
segments is as below.

Size and relationship advantage with O.E.M.

OTHERS AMRON EXIDELUMINOU

Based on the above information, we conclude that Exide batteries are maintaining a
better relationship, and Exide batteries have a wide range of miniaturing branches across
the country. Amara raja stood in 2 nd place with 28% in the size and relationship with
O.E.M. automotive. fallowed by luminous batteries23% and remaining batteries 3.8%
Sleek, Productive & Durable!

Warranty durability

Exide batteries
Amron
batteries
Luminous batteries
Others

. Amaron batteries are an accompanying year and a half To 48 Months of guarantee,

which appears to be broad enough for vehicle proprietors. They are very smooth with
regards to looks, and the agreement makes it helpful. They do give their unified
consideration with regards to their batteries and housings. They are intended to
provide extreme sturdiness and food, which can endure high warmth. The Amaron
vehicle Battery is likewise shading covered with climate-safe tones, which broaden its
lifetime. The charging time is, to some degree, quicker, which expands the efficiency
of the battery. The innovation that goes on behind their Product has a high hold limit
and offers vibration obstruction. The guarantee likewise reflects upon the proficiency
this organization needs to give.

The guarantee can vary contingent upon the battery you are purchasing, yet you can
get a 72-month warranty. That is sensibly broad and shows that the organization is
prepared to offer help. The particulars fluctuate, yet they utilize one of a kind plan for
the battery plates for life span and higher future. They have higher unwavering quality
regarding administration. They invest in a great deal of energy and amplification
regarding their coverage plans and have spill-safe properties. Stylishly Exide Car
batteries are giving
their standard thing; challenging plan with alluring beautifiers. By and large, the
batteries have a more extended wet period of usability, which can abandon energizes
for as long as a half year from the day they were fabricated. The entirety of their
batteries are prepared to utilize.

Amara Raja supplies car batteries to practically all vehicle producers in the nation,
including Maruti Suzuki India Limited, Hyundai Motors India Limited, Ford India
Limited, Tata Motors Limited, Mahindra and Mahindra Limited, Honda Cars India
Limited, Renault Nissan, Honda Motorcycles and Scooters India Private Limited,
Royal Enfield, Bajaj Auto Ltd, and some more.

The organization is likewise giving its item t to some lofty tasks of O.E.M.s like the
miniature cross breed forms of Mahindra S.U.V.s, Bolero and Scorpio, all models of
Ford India, Hyundai EON, Renault Kwid, among others. Furthermore, a vital provider
to Royal Enfield.
Analysis 2

Monthly Saler Comparison of Sample Data

• Exide Amaron

Companies visited
competitive market analysis between Amaron and Exide

Calculation of correlation coefficient:

Using the correlation technique, we can find that Exide's sales in the sampled data
taken from a specific region of Andhra Pradesh and Telangana affect the increase or
decrease of Amaron batteries selling part. Now, from this study, if it is found that the
coefficient of correlation (R) value is less than 1, then it can be concluded that the
causes (increase in the sales of Exide batteries at particular region A.P. and T.N. has
positive correlative effects on the effects ( decrease in the sales of the batteries of
Amaron that specific region).
Simultaneously, it can also be proved that if the R2 value lies between .75 to .90, then
the two data set has the best correlation, and the survey has flowed less. In our case,
we will do this using Excel and SPSS. The Value of R (px,y) is.

Px, Y
OxŒY CTXOY
Analysis 3

Brand Preference among the Multi-brand Dealers Visited

• Exide
•Amaron
• Other Brand

To prove this logically, we have to test whether the shift's Market has any effects
depending on those four criteria. Therefore, We have to conduct two types of testing
attribute tet.
Fitness of Good test.
Independence test
Therefore we have to do the Chi-Square test.
Let us take a Null hypothesis of the test:
The four constraints or parameters directly affect the shift of band preference from
Exide to Amron for the Multibrand dealers.
1--11= The alternate hypothesis will be there is no effect on the shift of band
preference from Exide to Amaron for the Multibrand dealers (test of independence
holds if H.I. is true).
Formula for Chi-Square=
 Parameters
for
preferring
either of
Com n one brand Sum
After Sales Service
Availability Price
Exid 3.2 2666667 3.733333
Amaron 2.8 2.333333 3.266667 5.6 14
Sum 6 5 7 12
 Recommendation:
 Most of the automotive manufacturing industries are located in the north and west
parts of the country. However, the amron production unit is located at the Tirupati
basin only, south of the country. This increases logistic expense and few logistic
problems for both consumer and manufacturer; thus, automotive companies are
inclined toward Exide and other batteries.
 Suppose the company expands its manufacturing units in the north and west part of
the country, mainly where automotive industries are located. In that case, the
company can stand next to Exide batteries and dominate it in the O.E.M. segment.
 As per the survey, we found one more problem: 's is the warranty. Amaron batteries
are coming with 18 months to 48 months of warranty. Exide providing a warranty of
up to 72 months depends on the product model.
 If the company can expand its warrantee period, this may increase product demand in
the O.E.M. segment; in quality, base amaron is giving tough competition to Exide
batteries in the O.E.M. segment.
 I found that petrol vehicles give primary importance to amron products compared to
deiseal vehicles from my survey. Unfortunately, Indian became an economic
preference country, so I am concluding that this will be one of the primary reasons for
reducing its position in the O.E.M. segment.

Conclusion
Amara Raja Batteries posted better than expected results in a challenging
environment. Revenues were ahead of our estimates, driven by the
recovery in the automotive replacement and telecom segment. Operating
margins were ahead of forecasts due to better product mix and cost control
measures. Amara posted a profit in the quarter as against expectations of
loss. Management indicated that auto replacement demand recovered
fast reaching 75% of normal in Q1FY21 and is improving month on month, with July
2020 sales better than June. With the opening up of the economy and businesses
ramping operations, U.P.S. and O.E.M. demand (both auto and industrial) are also
picking up. Moreover, Amara is expanding its capacity in the automotive business.
We expect it to outperform the battery industry driven by new client additions in
O.E.M. space and market share gains in the auto replacement segment driven by
network expansion. Amara is a debt-free company with healthy return ratios.
Valuations at 17.1x are lower than long term historical average. Hence, we retain a
positive view of the stock. Automotive O.E.M. segment volumes pick up with the 2W
and P.V. segment reaching 75-90% of Pre-COVID sales in July 2020.
 Bibliography

Primary data
We have collected primary data by visiting the nearest automotive showrooms.
Maruti Suzuki ARENA (Bhargavi Automobiles, Tirupati, Renigunta Road)

Mahindra Car Showroom Dealer Tirupati

National High Way Tirupathi Road, Near K. L. M. Hospital Road, Opposite: Toyota
Showroom, Tukivakam Post ( Rural ), Tirupati, Andhra Pradesh – 517520

Honda
No 11, 21/B2, Renigunta Rd, S.V. Auto Nagar, Tirupati, Andhra Pradesh 517501

Hyundai
No 11, 21/B2, Renigunta Rd, S.V. Auto Nagar, Tirupati, Andhra Pradesh 517501

Secondary data
For secondary data, we used the questioner method, and we have approached dealers
through telecommunication; we have collected data from dealers of amaron, Exide, and
multi-brand dealers
We have visited various websites for industrial.

http://www.amararaja.co.in wwweexideindustries.com
www.exidereachout.com/
http://profit.ndtv.com/stock/amara-raja-batteries-ltd amarajabat/reports-directorsreport http:llprofit.ndtv.comlstocklexide-
industries-ltd exideind/_reports-directors-report http://stockshastra.moneyworks4me.com/company-shastra-51/

Leading Battery Manufacturers in India - Amaron

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attery Manufacturers in India - Amaron
www.amaron.in › manufacture