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A STUDY ON

AMARA RAJA BATTERIES PRIVATE LIMITED


COMPANYANALYSISREPORT
Submitted in the practical fulfilment of the
Requirement for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
AT
SREENIVASA INSTITUTE OF TECHNOLOGY AND MANAGEMENT STUDIES
(SITAMS)
(AUTONOMOUS)
Submitted By
Mr .G.JAVEED
REG No: 18751E0036
Under the Guidance of
Dr .C. JYOTHSNA MBA, Ph.D.
ASSISTANT PROFESSOR,
DEPARTMENT OF MBA

SREENIVASA INSTITUTE OF TECHNOLOGY AND MANAGEMENT STUDIES


(AUTONOMOUS)
Dr .D.K. AUDIKESAVULU MARG (BANGALORE-TIRUPATI BYE-PASS ROAD)
MURAKAMBATTU POST, CHITTOOR-517127(A.P)
2018-2020

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SREENIVASA INSTITUTE OF TECHNOLIGY AND MANAGEMENT STUDIES
(SITAMS)
(AUTONOMOUS)

Dr .D.K. AUDIKESAVULU MARG


(BANGALORE -TIRUPATI BYE -PASS ROAD)
MURAKAMBATTU POST, CHITTOOR -517127(A.P)

DEPARTMENT OF MBA

CERTIFICATE

This is to certify that COMPANY ANALYSIS entitled as


“A STUDY ON AMARA RAJA BATTERIES LIMITED”, Submitted
By Mr .G. JAVEED(REG No:18751E0036) in partial fulfilment of requirements
for the award of the Degree in “MASTER OF BUSINESS ADMINISTRATION”under
SREENIVASA INSTITUTE OF TECHNOLOGY AND MANAGEMENT STUDIES
(AUTONOMOUS) during the academic year 2018-2020

PROJECT GUIDE HEAD OF DEPARTMENT

Dr .C.JYOTHSNA D.J.V. BALASUBRAMANIAN


MBA, Ph.D. M.B.A, Ph.D.
Assistant Professor Associated Professor & HOD
SITAMSSITAMS

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ACKNOWLEDGEMENT
I wish to express my sincere thanks to Dr. P. Ramesh Kumar, Ph.D., MISTE, FIE,
Principal, SITAMS for providing the opportunity to take up this mini project.
I express my sincere gratitude to Dr .J.V. Balasubramanian, MBA, Ph. D, HOD,
Department of MBA.SITAMS, for providing the opportunity to do this project.
I express my sincere gratitude to my guide. Dr .C.JYOTHSNA, MBA, Ph.D.
Assistant professor for his valuable guidance, and encouragement bestowed up on me in the
preparation pf this synopsis.
I sincerely express my gratitude to technical and non-technical staff of for making my
synopsis gets complete successfully.
I sincerely express my thanks to all my family members and friends, who help to
complete this synopsis successfully.

DATE: G.JAVEED

PLACE: CHITTOOR (REG No: 18751E0036)

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COMPANY ANLYSIS OF THE AMARAJA BATTERIES LTD
CHAPTER-I
1. Industrial profile
2. Company profile
3. Introduction about the company
4. History and origin
5. Vision and Mission
CHAPTER-II
1. Objectives of the study
2. Scope of the study
3. Limitations of the study
CHAPTER-III
1. Research Methodology
CHAPTER-IV
1. Analysis

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Industrial Profile

Abstract:
The Battery industry in india, which is worth Rs. 1600 cr, has a market size of 2000 million
units. The industry is dominated by dry carbon cell batteries and the demand to a large extent is
from the rural areas. The industry focus highlights the classification of the battery market and the
product portfolios of the domestic chinese products being available and the market for
rechargeable batteries growing at a rapid pace, Which have affected the industry players.

Description
The demand for batteries, which has been fuelled by increase in the usage of small
pocket radios and high-powered cameras, has improved dramatically. The shift, in the nature of
demand (from D size batteries to pencil size batteries) has also brought in a drastic change in the
demand pattern.
Eveready industries lead the Indian dry carbon cell market with over 40% market share. Though
Eveready is a strong national player, Nippo has a prominent presence in the southern region.
Novino, on the other Hand, has a strong presence in certain pockets in the northern region, while
BPL, a new entrant, has also managed to garner sizeable market share.

The alkaline battery market only account for 5% of the total market .This is because the alkaline
battery costs twice as much as a traditional zinc carbon battery. The higher pricing is due to the
relatively higher cost of production. Contrary to the global trend the higher price of alkaline
battery has dampened the markets growth in india. Alkaline batteries in developed countries
account for more than 70% of the battery market. The alkaline segment in India is dominated by
the global brands.Duracell and energizer.

Keywords
Marketing master mind magazine, battery industry alkaline batteries, carbon cell batterieds,
Eveready industries, Indian battery industry, battery market Chinese products, global brands,
Agricultural production, Consumer products, Electronic gadgets, urban markets.

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In a rapidly transforming economic and business environment, fast-paced innovations and new
ideas are redefining the existing business variables giving birth to new ways of doing business.
The new paradigms are accelerated by the emergence of the knowledge-driven economy.
Consequently the power of information and the ability to synergize it has emerged as the key to
success. To survive and thrive in today's dynamic environment, executives and professionals
need to continuously acquire emerging knowledge and skills.

The IUP Publications brings out a portfolio of publications to make the much-needed knowledge
available to its readers. By making them a staple diet, readers can build competitive edge in their
fields of specialization. These publications are designed to cater to the needs of executives,
managers, professionals, practitioners, entrepreneurs, advocates, academia and students.

The portfolio of publications consists of 27 journals in the niche areas of management, finance,
economics, science & technology and arts & humanities, containing cutting edge research papers
in various domain areas and inter-disciplinary topics, interviews, case studies and book reviews.

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AMARARAJA COMPANY ANALYS

COMPANY PROFILE

Amara Raja Batteries Limited (ARBL), is a member company of Amara Raja group
which comprises the following other companies.

1. Amara Raja Power Systems Pvt. Ltd., (ARPSPL), Karakambadi, Tirupati.


2. Mangal Precision Products Pvt. Ltd. - MPP 1, Karakambadi, Tirupati.
3. Mangal Precision Products Pvt. Ltd., - MPP2, Petamitta village, Chittoor.
4. Amara Raja Electronics Pvt. Ltd., (AEPL), Diguvamagham, Chittoor.
5. Galla Foods Pvt. Ltd., (GFPL), T. Rangampet, Puthalapattu, Chittoor.

Mr. U.V Warulu Scientist

Dr. Upendranath Naimmlagadda NRI


Mr. P.Lakshman Rao Chartered Accountant

Mr. Arthur F.Nening.Jr Johnson Controls Inc. USA

Mr. Douglas C. Brown Johnson Controls Inc. USA

Mr. James T. Luke Johnson Controls Inc. USA

Mr. Jayadev Galla


Managing Director
Mr. Ramachandra Naidu. Galla Chairman and Executive Director

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HISTORY OF THE COMPANY

Amara Raja Batteries Private Limited (ARBL) incorporated under


the companies act, 1956 in 13th February 1985, and converted into

Public Limited Company on 6th September 1990.

The technocrat entrepreneur Sri Rama Chandra Naidu Galla is the


chairman and managing director of the company. ARBL is the first
company in India which manufactures Value Regulated Lead Acid
(VRLA) Batteries. The main objective of the company is manufacturing
of good quality of “Sealed Maintenance Free (SMF)” acid batteries.
The

Company is setting up to Rs. 1,920 lakhs plant is in 18 acres in


Karakambadi village Renigunta mandal. The project site is notified
under “B” category.

The company has the clear cut policy of direct selling without any
intermediate. So they have set up six branches and are operated by
corporate operations office located in Chennai. The company has virtual
monopoly in higher A.H. (Amp Hour) rating market its product VRLA.
It is also having the facility for industrial and automotive batteries.

Amara Raja is a 5 ‘S’ company and its aim is to improve the work place environment by
using 5 ’S’ technique which is:

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1. SEIRI - Sort Out.

2. SEITON - Systematic Arrangement

3. SEISO - Spic and Span

4. SEIKETSU - Standardization

5. SHITSUKI - Self discipline

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They propose to accomplish

this by

Training the people and creating awareness on 5 ‘S’

Motivating and changing the behaviour patterns of the people

Establishing standards for the implementation of element of 5


‘S’.

They believe that effective implementation of 5 ’S’ technique s will


result in

Consistent and better quality product

Higher productivity

Lesser accidents

Mission

The mission of ARBL is to deliver reliable and clean power to its


customers, technology and trust are key value additions that are
delivered with every product and endorsed by its satisfied clients across
the globe.

Vision
Will be a dominant player in providing integrated solutions in
conversion and management of electrical power by leveraging
sustainable technologies

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Collaborators

Amara Raja has a strategic tie-up with Johnson Controls


Incorporation of USA. Amara Raja and Johnson Controls Inc. both are
having a 26% each share in ARBL and the remaining is on public share.
Amara Raja is a company with commitment to achieve excellence in all
its activities. The company is currently poised on a healthy growth rate
of 2.5% per annum and the present turnover of around 270 crores.
Major customers are BSNL, VSNL, SIEMENS, and BHEL etc.

AMARA RAJA BATTERIES LIMITED (INDUSTRIAL


PROFILE)

Amara Raja Batteries Limited was established in the year 1985


and then converted into limited in the year 1990. Amara Raja has a
strategic tie-up with Johnson Controls Inc. of the USA.

Amara Raja has demonstrated its commitment to offer optimum


system solutions of the highest quality and has become the largest
supplier of standby power systems to core Indian utilities such as the
Indian Railways, Department of Telecommunications, Electricity
Boards and major power generation companies. Extensive plans have
been charted out for the future, wherein the company undertakes to
become the most preferred supplier for power back-up systems.

Amara Raja has offered time tested world-class technology and


processes developed on International standards – be it high integrity
VRLA systems like Power Stack and Power Plus or the recently

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launched high performance UPS battery – KOMBAT & Aaron 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., Industrial Battery


Division and Automotive battery division. Total strength of ARBL
comes around 1350.

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ARBL

Industrial Battery Division Automotive Battery


(IBD) Division (ABD)
1. Railway Coaches 1. Two wheelers
2. Telecom 2. Four wheelers
3. UPS 3. Heavy vehicles
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 in the world 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.1920Lakhs plant in 18
acres in Karakambadi village, Renigunta Mandal. The project site is
notified under ‘B’ category.

Capacity

The actual installed capacity of IBD is 4Lakh cells per annum and
utilization capacity is reached to 3, 25,000 cells per annum.

Products

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Types of VRLA batteries manufactured in IBD are

1.Power Stack
2.Combat (UPS Battery)
3.Brute
4.Genpro

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Customers

Amara Raja being the first entrant in this industry had 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.

Competitors

The major competitors for Amara Raja Batteries products are


Exide Industries Ltd., Hyderabad Batteries Ltd., and GNB.

Automotive Battery Division (ABD)

ARBL has inaugurated its new automotive plant at Karakambadi in


Tirupati on September 24th, 2001. This plant is part of the most
completely integrated battery manufacturing facility in India 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, USA have closely worked with their Indian
counterparts to put together the latest advances in manufacturing
technology and plant engineering. It is also having the facility for
producing plastic components required for automotive batteries.

Capacity

With an existing production capacity of 5 Lakh units of


automotive batteries, the new Greenfield plant will now be able to
produce 1 million batteries per annum. This is the first phase in the
enhancement of Amara Raja’s production capacity in which the

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company has invested Rs.45 crores. In the next phase, at an additional
cost of Rs.25 crores, production capacity will increase to 2 million units
estimated to complete around 3 years. After that ARBL will become the
single largest facility for battery manufacture in Asia.

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Products

The products of ABD are

1. Amaron Hi-Way
2. Amaron Harvest
3. Amaron Shield
4. Amaron Highlife

Customers

ARBL has prestigious OEM (original equipment manufacturer)


clients like FORD, General Motors, Daewoo Motors, Mercedes Benz,
Daimler Chrysler, Maruti Udyog Ltd., Premier Auto Ltd., and recently
acquired a preferential supplier alliance with Ashok Leyland, Hindustan
Motors, Telco, Mahindra & Mahindra and Swaraj Mazda.

Competitors
Exide
Prestolite
AMCO
Amara Raja Power Systems Pvt. Ltd

Amara Raja Power Systems Pvt. Ltd. was incorporated in 1984


and was co-promoted by A.P. ELECTRONIC DEVELOPMENT
CORPORATION (APEDC). By virtues of APEDC’s equity
participation, ARPSL has become a deemed public limited company as
per section 43
(A) of The Companies Act. ARPSL is engaged in the manufacture of
Uninterrupted Power Systems (UPS) Battery Chargers (BC) and
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inverters. The company had a technical collaboration with H.D.R.
Power Systems Inc. USA. 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 purpose. The present credit rating of the company
is “A”.

Total strength of ARPS (P) L comes around 265.

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Products

The products of ARPSL are

1. Conventional chargers
2. Switch Mode Rectifiers[SMR]
3. Integrated Power Supply Systems (Ips).

Customers

BSNL, VSNL, SIEMENS, SPCNL, RELIANCE & LG.

Mangal Precision Products Pvt Ltd

It was started in the year 1996-97 at pentamitta village, Chittoor


Dist. It produces battery components like copper connectors, copper
inserts, hardware required by ARBL &ARPSL.

The unit is having required machinery and equipment like power


press break, mechanical press, could forging machine, thread forming
machine, lathe, drilling, trapping machine etc., to produce the above
components These components are Electro-plated and dispatched to
ARBL & ARPSL.

Amara Raja Electronics Pvt Ltd

It was recently established in 2000. it produces electronic card and


power distribution boards for UPS and inverters.

Product Profile

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Type of VRLA batteries manufactured in the industrial battery
division

1. Power Stack
2. Kombat(UPS battery)
3. Brute
4. Genpro

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Galla Foods Pvt Ltd

GFPL was incorporated in 11th March 2004 and having its


registered office at Rangampet, Puthalapattu Mandal, Chittoor district,
Andhra Pradesh.

It is in the process of setting up a world class Food Processing


Unit on par with the international standards for extracting natural
fruit concentrates from tropical fruits and export to USA, Europe
and other advanced International markets.

The company belongs to the Amara Raja group, which is a


pioneer in industrial and automotive batteries in India.

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PRODUCT PROFILE

Amaron is a product of Amara Raja Batteries Limited, a joint


venture of Amara Raja of India & Johnson control of USA.

A battery is device that stores electrical energy in the form of


chemical energy and reconverts chemical energy when required.

A battery is made up of number of cells connected to each other &


immersed in an electrolyte. Each cell contains +ve &-ve plates.
+ve plate is made up of lead dioxide (pbO2)
-ve plate is made up of spongy lead (pb)
Electrolyte consists of sulphuric acid (H2SO4) and water (H2O)

Lead acid batteries are used in automobiles. Chemical reaction


that takes place in the battery as follows:

PbO2 +Pb + 2PbSO4+ 2H2O.

The synergy of Amara Raja & Johnson Control compliments the


strengths of both in terms of product design and market presence and
meets the ever growing demand for batteries of international quality.
Normally batteries all over the world are manufactures on specified
norms laid down by

1.Japanese International Standards (JIS)

2.Douche International Norms (German/Europeans standards)


DIN.

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Objectives of the study
 To do the SWOT analysis of the company
 To do the PEST analysis of the company

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Scope of the study

Scope of the study is to discuss the Brand Awareness of Amaron batteries.


This research also includes the study of analyzing the factors to improve the
awareness of the brand and it will easy to restructure the advertising strategies
of the brand and to know the present awareness level of the brand among the
customers. Through the study was consented on the penetration of their
product and factors affecting their penetration finding of this study can be
useful for getting the feedback about various batteries, their market presence
and consumer response for the batteries.
Through the study was confined to
batteries but company to understand the market factor other than competition,
affecting, the presence of its wide range of batteries.
To make people Aware about the batteries brand.

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Limitations of the study
During my entire Study of these company I tried my best to make to make
my research study and my report qualitative but during my Analysis of the
following limitation I faced;
 Time period for the study is very short.
 It happens some that some respondents may give wrong/biased data.
 Some secondary data did not give proper response
 Study only through the secondary data based.

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Research Methodology

A Research methodology or involves specific techniques that are adopted in


research process to collect assemble and evaluate data. It defines those tools
that are used to gather relevant information in specific research study. Surveys,
questionnaire and interviews are the common tools of research.

Research Design:
Under the research design commonly using 2 types of data
collecting methods
1. Primary Data 2. Secondary Data

1. Primary data:
The data collection was carried using Questionnaire. The data
was collected through personal interview method.
2. Secondary data:
For this research work the secondary data are collected from the
previous information with the company. Apart from the SEO,
books, magazines so on.

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IV. ANALYSIS

SWOT Analysis of Amara Raja Batteries LTD:

S = Strength w = weakness

O = Opportunities T = Threats

Strengths:
1. Contains patented Silverx Alloy to give it extra-long life
2. High customer focus in all aspects from design to manufacturing to sales
3. Continuously innovating and is at par with the best batteries in the world
4. Market leader in India with in short span of a few years
5. Huge dealer network
6. Online ordering of Batteries
7. Excellent advertising and marketing through TVCs, Print media
Weaknesses:
1. Higher cost means limited margins
2. Huge competition from local and international brand means limited market
share growth
3. Not having full-fledged function inadequate infrastructure

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Opportunities:
1. Boom in automobile sales in segments
2. Customers are getting more brand sensitive and focus on quality more
then cost
3. International markets responding well to inroads by Amaron
4. High potential growth rate in construction industry

Threats:
1. Other battery manufacturers offering lower prices
2. Improvement in car technologies can lead to modification of batteries
3. Unfavourable govt polices can affect operational efficiency
4. Shortage of skilled manpower

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PEST Analysis of the company:
P = Political E = Economic
S = Social T = Technology
Political:
For every company entity it is the very primary basic think to consider that
company should start their operations according to the current situation of
particular country, political factors affect any business in many ways like for
ex few factors consider:
 Government policies
 Political stability or instability
 Bureaucracy
 Corruption
 Foreign trade and tax policies
 Funding grants and initiatives
Economical:
Second thing is economic before thinking about any business plan a
company needs to understand economy of targeted country, either it is healthy
and have a adequate ability to get ROI or not ,there is few factors are consider:
 Economic trends
 Industry growth
 Seasonal factors
 International exchange rates
 Consumer disposable income
 Raw material cost, unemployment rates, availability of credit
Social:
Another important factor is social factor, here company should align their
products or services to the social sensitivity of any country. The following
factors are considered:
 Attitudes and beliefs about arrange of factors including money
 Demographic and geographic factors
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 Social classes
 Customer service, religion, cultural taboos, health
 Environmental factors

Technological:
Technology is a new life or new destiny of the universe but this is also
true that many countries are not make them up to the mark with technologies.
In this case company like known for its technological excellence should
consider technically their products are expected by the particular market or
not:
 Technology and communication infrastructure
 Consumer access to customers
 Competitor technology and development
 Technological research and innovation
 Intellectual property regulations

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