Chennai, May 30, 2007 - Beyond the metros and large cities, the retail consumer is more acutely in need of power solutions and is a frequent buyer of automotive and power related products, whether it is to run his tractor, power his home or his shop.  Frequent power cuts add to this quest for alternative power solutions.  However, the consumer wants a product which he can afford and hence finds many of the products designed for the city consumer out of his reach.  Whether it is a tractor battery or an inverter, he ends up buying a locally available, non-standardized product, which is a poor substitute, both in terms of performance and service. 

First Powerzone at Madanappali, AP

Amara Raja Batteries, the technology leader in industrial and automotive batteries in India, has launched a new retail store format – Powerzone- to cater to the growing need for better technology and better service at affordable price in the rural markets.  Powerzone will offer top quality automotive and power related products for the rural households and shops.  It will be a one stop shop offering a platter of products of global quality at local prices, right from automotive batteries, tractor batteries and home UPS, from the House of Amara Raja. The first Powerzone store was inaugurated at Chengalpattu, in Tamil Nadu, recently.

Mr. Ramachandra Galla, Chairman, Amara Raja Batteries Limited, today inaugurated the first Powerzone store at Madanappali. The local business partner is Mr.G.Rajasekar, Sri Jayam Power solutions

This is the second store launched in the series of the Powerzone chain.

With colourful display and world class products in a minimum area of 350 square feet, Powerzone is a concept which will bridge the urban-rural divide in product offerings and customer experience.  It translates into customer comfort in 4 critical areas – One, the shopping experience, two, the price point, three, the comfort of buying a standardized product backed with the best-in-class technology and most importantly the comfort of access to reliable, after sales service network across the country.

All the Powerzone stores will be connected through an information backbone to the central hub, for efficient planning, management and stocking. 

Commenting on the concept, Mr. Jayadev Galla said, “The consumer in the rural markets is today treated like a poor country cousin to the urban consumer. He settles for the substandard local offerings because he does not have access to the top end products at a price he can afford. At Amara Raja, we have technology and expertise in batteries and inverters and Powerzone is the innovative concept that brings technology at the right price for the rural consumers.”

“Our target is to have at least one Powerzone outlet in every Taluk Head quarters in India in the next two years.  The business model for Powerzone has in-built social responsibility components which result in two direct benefits in the local community.  One, Powerzone brings a new self employment opportunity to the rural educated youth, who are constantly seeking better opportunities outside. Our franchisee model nurtures and supports entrepreneurial spirit to develop a vibrant business and non-migratory job opportunities. Two, Powerzone will also help reduce lead related pollution in the rural landscape which results from unregulated battery disposal,” he added.

About 40 Powerzone stores will be opened in AP by end of December 2007. Going ahead, Powerzone will also offer other power related products, which will be sourced from reputed international sources.

“50 Powerzone stores will be opened in May 07 across the South, North and West India. The number will reach 500 stores by FY 2007-08. Powerzone products will be priced to match the current local offerings,” elaborated Mr. G Indeevar, Head, Automotive – Aftermarket, ARBL. The Powerzone network of stores is a franchisee model offering a ready-to-roll packaged business fully supported by ARBL through investment in IT infrastructure, products and brand building, while the local business partner will bring in local infrastructure and product investment. Bringing cutting edge technology that meets consumer needs has been the tradition with ARBL from inception in 1985. ARBL was the first to introduce Valve Regulated Lead Acid (VRLA) technology in batteries that took the industry by storm – dominating the market for several years and spawning followers. Today ARBL is among the largest and most respected battery manufacturers in the country. Innovation has been the hallmark of ARBL. ARBL’s product innovation introduced the first ever Valve Regulated Lead Acid (VRLA) batteries in attractive colours in India in the hitherto dull grey product category and created a storm. The company’s innovative customer reach, introduced Pit Stops, bringing a new experience of battery buying. Being innovative in its communication of brands, ARBL was among the first to use animation and animatronics in its advertisements. Powerzone now is the latest in the line of innovations from the House of Amara Raja.