Exide targets replacement market

Advanced Battery Technology, Jul 2002

The Economic Times of India reports that Exide Industries will target the unorganized sector's 60% of the 58 lakhj unit replacement market with a new line of automotive batteries for private and commercial vehicles. Although the product name has not been released, it will be marketed without the Exide brand name and is expected to cost half the price of regular branded products.

These unbranded automotive batteries will for the first time try and grab at least a part of the replacement market not controlled by the unorganized sector. The silent launch of the low-priced products is part of the game plan to push up volumes of Exide Industries.

Exide also is eyeing the replacement market for tractors and heavy commercial vehicles to boost sagging sales and margins, reports The Hindu. S. B. Ganguly, chairman, said that tractors and HCVs constitute about 68% of the total replacement market and Exide aims to grab a 10% share of the tractor batteries market.