Exide launches new range of automotive batteries

Exide Industries Ltd, South Asia’s largest lead acid storage battery maker and India’s country’s largest manufacturer of lead acid storage batteries and power storage solutions provider, has now come up with a new range of automotive batteries for the Indian market.  Branded as ‘Epiq’, the Kolkata-headquartered Rs 8700 crore company has rolled out the new range from its stable. Significantly, the battery comes with a 6-year warranty – the highest in the Indian market, which according to top company officials, reflects the company’s confidence in its cutting edge technology. With the help of its collaborators – Shin Kobe and Furukawa of Japan and East Penn of the US - Exide has consistently remained at the cutting edge of international battery technology and introduced various pioneering products and power storage solutions in the Indian and global markets.

The new range of batteries under the Epiq brand has hit the Indian streets after months of field trials by the company in the trying Indian conditions. Technology has been adopted and adapted to suit the local requirements and unique ways of Indian driving realities like bumper to bumper jams and potholed roads, top Exide officials said.

“As the Indian automotive market matures and new generation cars become more demanding with a slew of electrical gadgets putting more load on the vehicle’s electrical system, the battery has to live up to the expectations of the modern auto enthusiast and keep pace with this changing trend. We sourced the best technology in the world to make a battery that will last for a long time in the Indian conditions. Epiq takes the automotive battery technology in the country to the next generation” said Gautam Chatterjee, managing director and chief executive officer, Exide Industries Ltd.

Epiq is being positioned and targeted at the highest end of the automotive battery aftermarket and will be available in full range for cars and SUVs operating in the Indian market. It will be the most premium vehicular battery from the Exide stable. While the Epiq range will be manufactured at Exide’s cutting edge factories across the country, it will be sold exclusively through its national network of 1500 premium Exide Care outlets.

“We have put our unique knowledge of operating for seventy years in the Indian market to bring out the Epiq. We are confident that it will soon set a benchmark in the Indian battery industry,” said Subir Chakraborty, director, automotive, Exide Industries Ltd.

Epiq will now be the flagship sub-brand of Exide, both Chatterjee and Chakraborty pointed out. Interestingly, the company on Wednesday simultaneously rolled out a slew of other products targeted at the other segments of the automotive battery aftermarket. Responding to the growing needs for a high performance battery at an affordable price, Exide launched Exide Gold with 18-month warranty for the entire range of four-wheelers. For the commercial and metered taxi market, the company has come up with a competitively priced Exide Cabby.

Incidentally, Exide also has manufacturing facilities in Sri Lanka and does business globally through its subsidiaries and international affiliates. Exide’s products are sold globally, particularly in developed markets like Australia, Japan and Western Europe, under its own brand names.

ritwikmukherjee@mydigitalfc.com

Columnist: 
Ritwik Mukherjee