Exide Industries Limited again getting back the market share it had lost to its much agile and fierce competitor Amara Raja Batteries Limited, which had a desirable growth for the past several years. Together they are making huge difference between organized and unorganized players when lead acid battery market is at value stage.
To get back its dominance in the lead acid battery market, Exide has shifted its focus to lower price products targeted at unorganized players and also reduced its price differentiation with its biggest rival Amara Raja. Exide has done many changes such as improvement in after sales service, narrowing the price gap with Amara Raja Batteries, technological upgrades, financial support to dealers. Exide has multiple brands to cater to different requirement of customers, such as Exide, Chloride, Dynex, Index, Tudor, and SF Sonic. Exide is the flagship brand of the company and catering to auto and industrial applications in domestic and exports market. Chloride is the premium global brand for storage power solution. Dynex caters to lower value segment in auto space targeting unorganized/small players. Index focuses on key global markets in auto segment. Tudor brand come from Prestolite. It sells products for industrial energy solutions. SF sonic is an acquired brand. It has wide product range for auto and non-auto. Amara Raja is manufacturer of automotive batteries under the brands Amaron and Powerzone. These are distributed through pan India sales & service retail network. The company supplies automotive batteries under OEM relationships to Ashok Leyland, Ford India, Honda, Hyundai, Mahindra & Mahindra, Maruti Suzuki, and Tata Motors. This is how Exide is giving a tough competition to unorganized and small players.
According the report on 'India Automotive Lead Acid Market Overview, 2018-2023' published by Bonafide Research, India automotive lead acid battery market has grown with more than 10% of CAGR in value terms during review period starting from 2012-13 to 2017-18. The market is going upward with the increasing demand of automotive manufacturer and Replacement battery market. India is emerging to be the seventh largest automobile market by 2016 and the world’s third largest by 2030. Automobile Companies prefers the branded batteries and choose it as per model of the car. The company have tie up with select vendors for battery and distributes it with according to the model of a car. Both the company and other Exide still leads in market share in the Automotive OEM segment of two & four wheelers, but Amara Raja now has a substantial share. The Two Wheelers segment with 80 percent market share is the leader of the Indian Automobile market owing to a growing middle class and a young population. Organized companies sell branded batteries with warranties, while unorganized companies provide no warranty or after-sales, sell recycled batteries and price them at 30-35% discount to branded ones. India Automotive replacement battery market is leading the lead acid battery market from review period to forecast period. Exide dominates the organised replacement market for lead acid batteries. The market share of the unorganized players is quite high in the replacement battery market, mainly in the commercial vehicles, tractors, and three-wheelers market. The capacity expansion plans have been on target which helped to meet increasing demand for Amaron and boosted exports. Exide and Amaron together share more than 50% market share of automotive lead acid battery market.
Major companies that operate into the Automotive Lead Acid Battery market in India are Exide Industries Limited, Amara Raja Batteries Limited, Luminous Power Technologies Limited, TATA Autocomp Gy Batteries Private Limited, Okaya Power Pvt. Ltd, Su Kam Power Systems Limited, Base Corporation Limited, and HBL Power Systems Limited.
Report: India Automotive Lead Acid Battery Market Overview, 2018-2023
Base Year: 2017-18, Estimated Year: 2018-19, Forecast Year: 2022-23
Pages: 45, Figures: 15, Tables: 6