First Power zones at Bahadurgarh and Bawal, Haryana

Amara Raja Batteries, the technology leader in industrial and automotive batteries in India, has launched a new retail store format - Power zone - to cater to the growing need for better technology and better service at affordable price in the rural markets. The Power zone store was recently inaugurated at Bahadurgarh, Jhajhar district and Bawal, Rewari district, Haryana. Power Zone stores are successful in providing complete power solutions to the consumers throughout the country. Commenting on the expansion, Jayadev Galla, Managing Director, Amara Raja Batteries Limited said, “Our target is to have at least one Power zone outlet in every Taluk Head quarters in India in the next two years”. The number of Power Zone outlets will increase to 800 by FY 2009 from the existing 400 and products will be priced to match the current local offerings. The Power zone 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. Power zone 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, home UPS and two wheeler batteries from the House of Amara Raja. With a colorful display and world class products the Power Zone can be set up in a minimum area of 350 square feet. This format requires a minimum investment of 4 – 5 lakh which includes infrastructure setup and stock purchase. Amara Raja batteries provide other logistical support and marketing support to the franchise owner. Power zone is a concept which will bridge the urban-rural divide in product offerings and customer experience.