Amara Raja Batteries Ltd. (ARBL) formally entered the two-wheeler battery segment with the launch of Amaron Pit Bike Rider batteries powered by VRLA technology from Johnson Controls Inc. (JCI) customized for the Indian markets. Offering the most powerful performance at 30 per cent higher cranking power than the best in the market, the Pro Bike Rider comes with the first-ever 60-month warranty.Sporting Brand Amaron’s distinctive colours of Neon Green, Silver and Black, Amaron Pro Bike Rider was launched in Chennai by Mr. Jayadev Galla, Managing Director, and Mr. Ganesh Swaminathan, Head - Automotive, ARBL, amid a galaxy of Indian pro-racers and Amaron brand ambassadors – Narain Kartikeyan, Armaan Ebrahim and Aditya Patel. The company also launched a micro-site www.amaronprobikerider.com which would not just help disseminate information on the new product but also have sections on two-wheeler battery technology and maintenance for better understanding.
Speaking at the launch, Mr. Jayadev Galla said: “True to the personality of Brand Amaron, Amaron Pro Bike Rider offers the first-ever 60-month warranty in two-wheeler batteries. VRLA technology is the preferred choice for the luxury cars across the world, and today we have made this superior technology available to the two-wheeler customers in India. In all, Amaron Pro Bike Rider is a no-compromise combination of innovative technology, superior performance and appealing aesthetics.”
The combined OE and after-market two-wheeler industry is currently valued at Rs. 500 crores and is growing at the CAGR of eight per cent. In addition to the traditional segments, the growth is being fuelled by the increasing popularity of high end two-wheelers among Gen Y. There is also growth coming from new users of ungeared scooters among urban and semi-urban women.
“Two-wheeler riders traditionally were not required to pay much attention to the battery in the kick-start models. However, with increasing shift to self-start, the battery technology and choice is becoming critical. Amaron Pro Bike Rider with the breakthrough VRLA technology has been designed to give them the comfort of the longest life and highest power and saves them the added hassle of caring for the batteries in their bikes,” added Mr. Galla.
Amaron Pro Bike Rider is expected to raise the levels of awareness among customers and make battery replacement for their two-wheelers as a decision on which they have a role. Moreover, with ARBL’s extensive dealer network and PitStops, it will be a new, satisfying buying experience too.
Referring to marketing plans, Mr. Ganesh Swaminathan said: “Our network of 18,000 retailers, 120 pig stops and extensive service hubs is our huge strength. This will bring the Amaron Pro Bike Rider within easy reach of customers across the country along with the added comfort of highly efficient after-sales service”.
Drawing on its brand strengths, the company is confident that Amaron Pro Bike Rider would capture a good market share in the first year itself. “In the five years we aim to have 20 per cent. In 2008-09, we have earmarked 25 per cent of our overall communications budget for brand building and marketing promotions and will continue the same proportion going ahead,” he added.
