May 2007 | Candida Moraes
The power of green
Using a green technology and recyclable lead as raw material to produce green batteries, Tata AutoComp GY Batteries is helping create an environment-friendly world. An interview with Tata AutoComp GY Batteries CEO Yogesh Dhawan
Affirming the Group's commitment to protect the environment, the Tata AutoComp GY Batteries (TGY) — a 50:50 joint venture between Tata AutoComp Systems (TACO) and GS Yuasa International, Japan (GYIN) — launched in January this year an environment-friendly battery called 'Tata Green'.
The batteries are environment friendly, from production to disposal, and are attractively priced. They require zero maintenance for the first 1-lakh km, have longer shelf life and an ability to withstand extreme temperatures. Tata AutoComp GY Batteries CEO Yogesh Dhawan explains more about the unique features of the product and shares the plans the company has for Tata Green in an interview with Candida Moraes. Excerpts:
What is the concept behind the 'Tata Green' batteries?
The batteries have several unique features: long battery and shelf life, higher levels of vibration resistance on all types of Indian terrain, an ability to withstand extreme temperatures, high cranking power for instant starts and truly maintenance free / hassle-free performance with no top ups required up to 1-lakh km. These features make Tata Green the best battery in the Indian market with premium plus benefits.
Tata Green batteries are priced at the level of the standard range of competitive offerings thereby making it a true value-for-money proposition. These batteries are priced at around Rs3,072 for four-wheeler premium batteries; the other premium brands of competitors are priced at Rs3,800. Leveraging its product strengths, the battery also comes with a warranty of up to 50 months — a first in the Indian battery market.
The batteries are manufactured at a state-of-the-art plant at Ranjangaon (near Pune) and uses raw materials that are 90-per cent recyclable. The plant addresses all environment related concerns and this reflects in the technology that is used — similar to the ones used for advanced applications like NASA satellites and hybrid electric vehicles which are leading the way in creating a more environment-friendly world. These batteries are cost effective and are made out of recyclable lead which means less pollution of hazardous material, an area that is of utmost importance in today's world.
What is the strategy behind launching this product?
What has been the response so far?
What other plans do you have for the brand?
What initiatives is the company looking at in terms of increasing market reach and sales?
On the distribution front, we are focusing on increasing the width and depth of penetration with the ultimate ambition of appointing at least one dealer in every town with a population of 50,000, across India. In qualitative terms, we shall maintain a 'close to the dealer' approach to provide strong support to the efforts of our channel partners in imparting superior services to the consumers. We shall also initiate CRM to retain existing customer base.
What is the plan for the near future?