n the Rs 1,500-crore automotive battery market, it is the replacement segment that holds the key to every battery brand�s success. One look at the sales pattern tells you why. Replacement batteries account for approximately three-quarters of all battery sales in the country, while OEM (original equipment manufacturer) units constitute the remaining 25 per cent of battery sales. Naturally, the brand that enjoys the highest salience rules the replacement market. And, by default, the overall automotive battery market.

But it�s not as simple as that. Simply because, the conscious purchase of a brand - whichever the category - is also a function of consumer involvement. And this is where battery manufacturers in India usually run into this big, solid wall called consumer indifference. The Indian car owner displays a remarkable apathy when it comes to replacement battery purchase, and prefers leaving this decision to his car mechanic or service centre. To add to this, close to 60 per cent of the local battery market is in the hands of the unorganised sector, giving little comfort to the organised players. ... more