INTRODUCTION OF COMPANY

Amaron Industries Ltd is the country’s largest manufacturer of lead acid storage batteries and
power storage solutions provider. With seven international standard factories spread across
the nation, the company offers one of the widest ranges of batteries for every conceivable
application in industrial as well as automotive segments. Amaron also has a manufacturing
subsidiary in Sri Lanka and does business globally through its subsidiaries and affiliates in
South-East Asia, Australia and Europe. Amaron’s products are sold globally, particularly in
developed markets like Australia, Japan and Western Europe, under its own brand name.

Amaron’s strong brand pull, established in India for close to hundred years, is supplemented
by its nationwide dealer network and a very strong R&D center. With the help of two of its
Japanese collaborators – Shin Kobe and Furukawa - Amaron 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.

Amaron’s products find application in automotive, two-wheelers, inverters, UPS, power,

telecom, railways and submarines, among others. Amaron is also present in the non-
conventional energy business where it designs and integrates solar and wind power solutions.

Amaron Technologies, with operations in 80 countries and fiscal 2009 net sales of
approximately $3.3 billion, is one of the world's largest producers, distributors and recyclers
of lead-acid batteries. The Company's four global business divisions – Industrial Energy
Americas, Industrial Energy Europe, Transportation Americas, and Transportation Europe –
provide a comprehensive range of stored electrical energy products and services for industrial
and transportation applications. In addition, Amaron’s Asia Pacific/ Rest of World operations
contribute sizeable revenues to the Company, divided evenly between the Industrial Energy
and Transportation products and services.

Amaron Technologies is a global business organized to serve customers’ complex stored

energy systems needs. Key strengths of the Company are that its products and services span
global markets and geographic borders, melding two significant bases of experience and
technology expertise from its Transportation and Industrial battery divisions. The Company
shares expertise across business segments. For example, Amaron established a global
network of battery testing centers and design improvement centers in North America, France,
Spain, Australia and the U.K. This global footprint enables better and faster means of
introducing innovations in products and services, changing the way the world uses and stores
electrical energy.
COMPANY PROFILE:

Amaron Batteries is manufactured by Amara Raja Batteries Ltd, (ARBL).Amara Raja

Batteries is an India-based automotive and industrial battery manufacturing company
established in 1985.It is the largest manufacturer of Standby Valve Regulated Lead Acid
(VRLA) batteries in the Indian Ocean Rim comprising the area ranging from Africa and the
Middle East to South East Asia. Based in Chennai, with a fully integrated manufacturing unit
for its industrial batteries at Tirupati, Amara Raja has reached a position of leadership in a
short span of 7 years.

Amara Raja is in a strategic partnership with Johnson Controls Inc., USA. With this, ARBL
is in Global Supply Alliance with Varta AG of Europe and Enertec, who are joint venture
partners of JCI in South America and Mexico. The Business Group of Amara Raja is
categorized as Industrial Battery Division, Automobile Battery Divisionand Power System
Division.

ARBL is the largest suppliers of stand-by power systems,catering to Indian utilities such as,
Departments of Telecommunication, Indian Railways, Power Generation Stations, MTNL,
VSNL, ITI and HTL. The company has preferential status with most MNC-OEMs such as
ABB, Alcatel, Ericsson, Fujitsu, Lucent, Motorola, Nokia, Tata Liebert and Siemens.

ARBL has prestigious Automotive OE clients including including Ashok Leyland, Fiat,
General Motors, Hindustan Motors, Honda, Hyundai, Mahindra & Mahindra, Maruti and
Tata Motors. The company is an exclusive supplier to Daimler Chrysler, Ford and Maruti-
Swift platform.

Amara Raja received Ford India 's highest recognition for supplier quality – the prestigious
Ford Q1 Award and has also won the Ford World Excellence Award, one of the 24
companies, making it eligible to supply batteries to Ford – worldwide.

Amara Raja has a replacement Battery Brand Amaron hi-life. ARBL has a capacity for
manufacture of around 1,000,000 units at its facility at Tirupati with an investment of US $
10.00 million.A Greenfield project is planned at the same site with an additional investment
of US $6 million to augment capacity to 2 million batteries. The Amaron hi-life battery is a
product of the collaborative efforts of engineers at Johnson Controls Inc. and Amara Raja.

This Zero maintenance product incorporates the latest technological advances in the field and
is on par with batteries manufactured and marketed in developed countries. A fully charged,
factory-activated battery, provides extra high starting performance and power at any
temperature. The Power System Division is an important supplier of SMR based power plants
to Telecom Industry.The key customers being the Telecom switching Equipment
Manufacturers.

As the company saw a growing business proposition in the integrated power supply, the
production capacities of the same have been augmented. IPS using SMPS technology, for
usage in Railways has been added into the product basket.The company also design custom-
built power electronics products like Industrial Battery Chargers, Charge Discharge Circuits,
Formation Chargers, AC/DC distribution boards etc. Progressive conformance of Amara Raja
to changing global standards and processes made it achieve ISO 9001 and the QS 9000
Certification.

The Amara Group of Companies, include the following companies -

 Amara Raja Batteries Ltd. - manufactures industrial and automotive batteries.

 Amara Raja Power Systems (P) Ltd. - Design and development of Power Electronic
products, Power electronics Systems Integration and testing, Magnetics Manufacturing.
 Mangal Precisions Products (P) Ltd. - Fabrication of advanced sheet metal products
and fasteners, plastic component and compounds.
 Amara Raja Electronics (P) Ltd. - PCB Assembly, Electronic products Assembly and
Testing and manufacturing of Battery chargers, Digital inverters and trickle chargers.
 Galla Foods Private Ltd. - 100% Export Oriented Unit (EOU) for food products

Mission

Mission, mantra, way of thinking, philosophy, what we live for… call it what you want,
you'll find it below. Introduce yourself to the way we think.

"To transform our spheres of influence and to improve the quality of life by building
institutions that provide better accessto better opportunities, goods and services to more
people…all the time."

 Introduce latest generation technologies

 Adapt these technologies to suit the operating environment
 Develop and manufacture globally competitive, customer-focused products of world-
class quality
 Responsibly introduce these products into relevant markets
 Provide world-class customer support

Vision:
In January 2007, ARBL announced expansion plans to invest Rs.84 crores to set up the
combined manufacturing capacity of 3.2 million units for 2-wheeler batteries and small
VRLA batteries for UPS applications. Currently 1 million units combined capacity is ready
and will scale up to 3.2 million units by FY 2010.

HISTORY OF COMPANY

-Dec 1985 foundation stone laid down for Amara Raja.

-May 1992 designed and implemented the most advanced battery manufacturing facility in
India.
-Feb 1997 received the ISO 9001 certification.
-Dec 1997 commissioned own plastics & tool room sections.Also signed joint venture with
Johnson Controls.
-May 1999 received QS 9000 certification.
-Jan 2000 launched Amaron automotive batteries.
-April 2001 launched the new corporate logo.
-Sep 2001 awarded the ISO 14001 certification and launched new corporate logo.
-May 2002 commissioned phase 1 of new automotive battery plant with a capacity of 2
million batteries.
-july 2002 launched Quanta UPS batteries.
-Aug 2002 launched Amaron Hiway and Harvest batteries.
-Mar 2004 received Ford World Excellence Award.
-Sep 2004 launched Amaron PRO, GO and FRESH automotive batteries.
-Oct 2004 OE agreement with Maruti Udiog Ltd.
-Jun 2005 OE agreement with Hyundai Motors.
-Aug 2005 NK series limited edition batteries launch.
-Dec 2007 launched Power Zone and New-Look Amaron Black,FLO Batteries.
-May 2008 launched Amaron PRO Bike Rider 2W Batteries.

Ramachandra N Galla
Chairman
Amara Raja Batteries Ltd.

Dr. Ramachandra N. Galla is the Patriarch of an illustrious business family of Andhra

Pradesh, Gallas, who have established a name for themselves by successfully setting up
Amara Raja Batteries. Born in 1938, Dr. Ramachandra Galla is an Electrical Engineer from
S.V. University, Tirupati and has to his credit Masters degrees in Applied Electronics,
Roorkee, India and Systems Sciences, Michigan State University, USA.

Dr. Galla started his career as an Electrical Engineer in US Steel Corporation, USA moved on
to Sargent & Lundy, USA as a Consulting Engineer for the Designing of Nuclear & Coal
Fired Power Plant. He initiated various projects in these corporations & mastered the ropes of
this competitive business in a very short time. Dr. Galla laid the foundation of Amara Raja
batteries in 1985 in Chittoor. With his intense zeal and highly focused approach, he propelled
Amara Raja Batteries in the top league of battery companies in India.In his capacity as the
Chairman, Dr. Ramachandra Galla has promoted and established the following companies
from the conceptual stage which are now well established and profit making.

Dr Galla's finest hour as a businessman came in 1998 when he was presented BEST
ENTERPRENEUR OF THE YEAR 1998 ” – by Hyderabad Management Association,
Hyderabad. He has been bestowed with honorary doctorate degrees from Jawaharlal Nehru
Technical University in 2008 at Hyderabad & Sri Venkateswara University in 2007 at
Tirupati. He has also been conferred with “THE SPIRIT OF EXCELLENCE” award by
Academy of Fine Arts, Tirupati, and various other prestigious awards.Dr. Galla has
established various charitable trusts like Krishna Devaraya Educational & cultural association
(KECA), Rajanna Trust, Mangamma & Gangul Naidu Memorial Trust.
He is dedicated to rural development and improving the economic conditions of the farmers
in Chittoor District, Andhra Pradesh, India. KECA which was established in 1975 provides
scholarship to the poor and needy students to pursue their higher education. While Rajanna
Trust that was established in 1999 to construct check dams and deepening the tanks to
improve the ground water levels. MANGAL TRUST was established in 2003 to provide
drinking water facilities, constructing check dams & providing infrastructure facilities to
Petamitta and surrounding villages.

Jayadev Galla
Managing Director
Amara Raja Batteries Ltd.

Jayadev Galla (Jay) is the Managing Director of Amara Raja Batteries Limited (ARBL). Jay
holds a bachelors’ degree in Political Science and Economics from the University of Illinois
at Urbana Champaign, USA.ARBL is a leading manufacturer of Advanced Lead Acid
batteries for Industrial and Automotive applications. ARBL is a joint venture between Amara
Raja group and US based Johnson Controls Inc. (JCI). JCI is a USD 35 billion conglomerate
and the global leader in building efficiency, automotive interior experience and automotive
power solutions. The company owns the brand name “Amaron” which is the second largest
selling automotive battery brand in India today. ARBL is a widely held public limited
company listed on the National Stock Exchange of India Limited and the Bombay Stock
Exchange Limited. The gross revenue for the year ending 31 March 2009 is more than USD
300 mn.

Achievements

 Spearheading ARBL’s automotive batteries (Amaron) venture

 Striking a partnership with JCI, U.S.A. for the automotive battery business
  Winning the prestigious Ford World Excellence Award in 2004 achieved by meeting
global delivery standards. ARBL is the 3rd supplier from India to be given this award.

OBJECTIVE OF COMPANY
The objective of the survey is to know the company potential of Amaron automotive batteries
in ranchi and to rate the batteries in terms of sales, services. To know the complaints received
by the mechanics. To get suggestions and other information from the mechanics in order to
increase the sales by providing good services. To know factors having major influence on
consumer purchase behavior and to compare with other brands of batteries in terms of
performance, price, after sales services, package, promotional activities and other related
information. This is also done to know the features consumers will consider using the
purchase of batteries and to know the brand suggestions given by the mechanics to their
customers, to know the role of advertisement in drawing the attention of customer and to
know the effective medium of communication such as T.V, radio, news paper , magazines,
shop paintings and also to know the strengths and Weakness of Amaron batteries and to get
good suggestions in order to boost the sales of Amaron batteries.
PRODUCT:
Amaron is India's leading automotive battery brand with an extensive product range that
includes:-
 Pro
 Flo
 Go
 Black
 Fresh
 Hi-way
 Harvest
 Shield
 Pro-Biker Rider
 Optima
Amaron PRO Hi-life batteries Design Features and benefits:
 Longest life - Thanks to the reformulated Advanta paste recipe.
 Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a
low-corrosion and no top-ups experience.
 Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.

Amaron FLO batteries Design Features and benefits:

 Long life - Thanks to the reformulated Advanta paste recipe.
 Zero Maintenance - High heat technology, premium silver alloys (SILVEN X) for a
low-corrosion and no top-up experience.
 Fully Sealed & Tested - Factory charged, wet shipped and ready to fit.
 Highest Cranking Power - Largest Inter Cell Welds, 19mm Lugs.
Amaron GO batteries Design Features and benefits:

 Long life - Thanks to the reformulated Advanta paste recipe.

 Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a
low-corrosion and no top-ups experience.
 Factory Fresh - Wet Shipped and ready to fit.

Amaron Black batteries Design Features and benefits:

 Long life - Thanks to the reformulated Advanta paste recipe.

 Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a
low-corrosion and no top-ups experience.
 Factory Charged - Wet Shipped and ready to fit.
Amaron Fresh batteries Design Features and benefits:

 Long life - Thanks to the reformulated Advanta paste recipe.

 Maintenance Free - High heat technology, premium silver alloys (SILVEN X) for a
low-corrosion and no top-ups experience.
 Factory Charged - Wet Shipped and ready to fit.

AmaronR Hi-way truck batteries Design Features and benefits:

 Long life - A robust plate design and a ribbed container make this the ideal
long life battery for applications on rough terrain and under extreme
conditions.
 High Cranking Power - 19mm lugs and the largest intercell welds of their kind
reduce electrical resistance and provide increased cranking performance.
 Leak proof - A labyrinth type duplex cover that makes the battery safer and
leak resistant.

Types of Hi-way truck batteries

 80 Ah - HCV 620 D313
 100 Ah - HCV 700 H29R
 130 Ah - HCV 800 DO4R
 150 Ah - HCV X00 DO4R
What makes it so good

Amaron Harvest batteries are made in a QS 9000, ISO 14001 & TS 16949 certified plant
using world class technology and stringent quality control parameters that make them last
long, really long. Some of the other features that add to making the Amaron Harvest so good:
ribbed container profile to withstand extremes of temperature, shocks and any kind of rough
terrain. Amaron Harvest also comes with an unnecessary 24-month pro-rated warranty.

Types of Harvest tractor batteries

 75 Ah - TRA 500 D31R/L

 90 Ah - TRA 600 H29R/L

Amaron SHIELD Design Features and benefits:

 Long life - The robust plate design and a ribbed container provide extra strength and
improved resistance to corrosion.
 Ultra Low Maintenance(ULM™) - The special hybrid alloy system minimizes water
loss, making the battery ultra low maintenance and ensuring longer life.
 Ready to install - Factory charged, wet shipped and equipped with T3 terminals.
  Charge acceptance - The unique paste formulation provides for quick charging
between power failures.

ORGANIZATION CHART
Organization design is the process of aligning an organization's structure with its mission.
This means looking at the complex relationship between tasks, workflow, responsibility and
authority, and making sure these all support the objectives of the business.Amara Raja
Batteries Limited (ARBL) follows divisional structure. In a divisional structure, the company
is divided into business divisions, where each business division is autonomous and typically
structured along functional lines.
PRODUCTION DEPARTMENT

Main Components of Battery:

Positive active material – Lead dioxide (PbO2)

Negative active material l – Spongy lead (Pb)

Electrolyte – Dilute sulphuric acid (H2SO4)

Current collectors (grid) – Lead alloys

Separator – Polythene, Glass Mat, Absorb Glass Mat

Container – PPCP, FRPPCP

Alloys used in Manufacturing of Batteries:

Lead:

The major alloy used in lead-acid batteries is lead. The density of casted lead is
11.34, but this may be slightly increased by rolling. The melting point of lead is 327.40C
(621 F). It oxidizes readily in the moist air, becoming a dull gray.

OXIDE PREPARATION:

Balox lead oxide plant:

Barton pot process is used to make leady oxide powder. 99.97% pure lead is used to prepare
oxide powder. Oxide plants 1&2 works on Barton process where the lead ingots were melted
and oxidized in the presence of air.The following are the process parameters that are
maintained during the preparation of oxide powder.

Melting pot temp : 665±15F

Reactor pot preheating temp : 425±15F

Normal operation temp : 715±15F

Reactor motor load : 35 to 45 amp

Bag house temp : 200±20F

Lead ingots are placed on ingot conveyor through jib crane whose max capacity is 500 kgs.

Ingot conveyor is a power driven roller conveyor which conveys the ingots to the melting pot

where the lead ingots were melted with the help of heaters. The temperature is maintained at
650 to 680F in the melting pot. The centrifugal pump collects the molten lead and pumps it to
reactor pot through the lead trough.

The molten lead is fed into the reactor pot and is broken up into droplets by revolving paddle.
A stream of air blown over the droplets oxidizes the lead. In the classifier the required
particle size range is separated and the coarser material is returned to the reactor pot.The
resulting oxide powder is carried by air stream into the cyclone where the powder further
disintegrated due to the whirling action. Then it is moved to bag house which consists of
number of filters. It separates the air from the powder without the loss of oxide powder. silos
were used to store the leady oxide. Each silo is having a capacity of 25 ton. oxide powder is
stored in the silos before the paste preparation.

The following are tested to evaluate the quality of leady oxide.

 Free lead percentage (specific limits are 18 to 28%)

 Apparent density (specific limits are 1.3 to 1.8gm/cc)
 Acid absorption(specific limits are 160 to 200mg/g)

GRID CASTING:

Model 330c grid casting machine

Melt the ingots in the lead pot. Maintain the lead pot at a temp of 475 to 525F. Start
the feed line heaters. This molten metal is pumped to the ladle through solenoid valve. This
actuates the lead valve to dispense the lead into the mould. Ladle is maintained at a temp of
450 to 500F.

 Cooling circulation system feeds cold water during the solidification and ejection of
mould.
 The casted grid is passed through the rollers to make it flat or to remove any
deformation in the grid.
 Grid centering mechanism centers the grid.
 Hydraulic mechanism actuates the trimmer which removes the gates of grid.

Types of grids:

1.Power stack type --- 20, 30, 40, 50, 60, 80, 90
 2.IP series --------------- IP1, IP2

Bend Test:

To find strength grid is bent and checked for any cracks and then at 90 degrees to the
first. If there are any consecutive cracks, then it will be rejected.

BUS BAR CASTING:

The copper inserts are threaded into the holder and are dipped in flux for 5sec. Then
dip these inserts in tinning pot for 30sec. This tinning pot consists of molten alloy off tin-lead
(40-60).

Place the insert along with the holders in the mould. Pour the molten lead alloy with
2%tin pouring should be completed in a time a span of 8-15sec.the molten metal is solidified
the mold and they can be removed form the moulds. The bus bars are removed formed from
the holders.

The tinning pot is maintained at a temperature of 320±250C while the lead crucible
temperature is 460±150C. These bus bars are sent for group burning is assembly stage.

PASTE PREPARATION:

For Positive Paste:

Lead oxide 1000kg

Binder 0.5Kg

SPTH 2Kg

DM water 126lt

Sulfuric acid 110kg(Sp. gravity 1.4)

For Negative Paste:

Lead oxide 1000kg

Binder 0.5Kg

Barium Sulphate 20Kg

Vanisperse 2Kg

Carbon Black 2Kg

DM water 116lt

Sulfuric acid 110kg(Sp. gravity 1.4)

Process flow chart:

Quality tests for paste:

Density test

Penetration capacity

PASTING:

Pasting is done on Industromac pasting machine. Paste mix prepared in the oxmaster
plant is transferred to the hopper of the pasting machine. Ensure that the grids have under
gone aging for +ve 24 hrs.

Fill the hopper 3/4th each time. Grids were made to pass through with the help of
conveyor. Paster pastes grids to a thickness equal to orifice opening. It is the gap between
hopper orifice plate and bottom orifice

plate. As the grid panel gets close to hopper’s entrance it is pulled away from chain dogs by a
set of accelerator rollers. The panel is then pushed into drive rollers that move it into paste
application area. The paste is applied through the grid structure by paste feed roller that is
located in upper orifice plate. The bottom orifice plate rollers trowel the paste on the
underside of grid.

After stacking, the stacked plates were transferred to curing and drying ovens. Before
that the plates are to be undergo aging period. Curing and drying is the process by which
satisfactory levels of cohesion and adhesion are imparted to the active material prior to plate
formation and are maintained there after. In addition, curing ensures a highly developed
surface area.

CURING AND DRYING:

 Curing and drying is done at three stages. .

 Curing
 Intermediate stage
 Drying

Curing and drying process is carried out to impart cohesion and adhesions are imparted
to the active material prior to formation. Curing is determined by the nature and degree of
interlocking between the crystals of the paste. Adhesion is dependent upon the strength of the
bond, which is formed between the paste and the grid. These essential properties are the best
accomplished by conducting the curing procedure in the following sequence.

Steaming period: Steam is applied to equalize the moisture content in all the plates and it
supports for the development of lead sulphates.

Drying process is to bring down the water content (moisture) to the low level for the active
material to have good stability.
During the process physical, chemical and morphological changes take place within the
active material.

ASSEMBLY:

A.Group stacking:

Bottom shield is place in the fixture this prevent the plate damage. First an unwrapped
negative plate is placated the in the fixture. Then a half-length separator is placed on the
negative plate.

The separator is sheared by activating the cutter blade after getting the predefined length.

Then positive plate is place and separator is folded over this plate. Place the half-length
separator on the last positive plate and then place unwrapped negative plate on the top of the
half length separators complete the stack.

Shields are provided on positive plates to avoid direct contact between positive and negative
plates.

B. Group burning:

 Aligning of bus bars with lugs is called group burning.

 By using the protection of jigs these combs can be shield rightly.
 Adjust the oxy-acetylene gas torch for neutral flame and length of inner cone is 2.5cm
 Positive strap is burnt first as if requires more time for cooling.
 The molten metal is stirred with them.
 The post protection jigs are chilled with D.M water and then they were removed.

C. Group strapping:

Plates were strapped on strapping machine with poly-propylene. These straps held the
stacks together.

D. Group insertion:

The strapped plates are inserted into jars/containers shield in wrapped on the plates before
insertion.

E. Heat sealing:

The cover is placed over the jars such that the posts can slide inside the bushing. The
heaters are maintained at a temperature of range 440-480F. First takes 10sec for melting and
other 10sec for welding them together.

The covers must be positioned so that the polarity marking on the cover corresponds to
proper post/busing location.
F. Post burning:

Fix the dummy vent plug. Copper inserts were pre-heated using inner flame until the post
lead starts melting. Orthophosporic acid is applied on post and bush of the cover. Continue
the process until good surface is obtained.

G. Leak testing:

The pressure inside the cell is increased to 65kpa for the range of 20-30sec. while it is placed
in water bath. Observe for air bubbles if any leak exists mark the area for rework. If vent is
weak replace the vent.Serial number is punched on the cell

Ex: 07 1/2 999999

07 indicates year

1/2 indicate assembly line

999999 indicate type or model (i.e. the no of battery coming out of the line in the year)

FORMATION:

A.Cell packing:

The cells are placed in tub and packed with PPCP spacers and strapped with metallic bale
the cells are connected in series using cable connectors and bolts.

B.Acid filling:

At the first the volume vessel is filled up to the present volume. The cycle starts by
pulling the vacuum in the battery until preset vacuum level is reached. Then the acid is
transferred from volume vessel to the expansion vessel.

The venting valve provided on top of the machine will open and because of vacuum in
the battery causes an air stream which will force down the acid into the battery. If there is still
electrolyte in expansion vessel another vacuum pulse will be pulled.

FINISHING & DESPATCHING:

The formed battery is closed with vent plug and washed with water to remove any acid
present in the battery container outside.

Then it is checked for their prescribed integrity in “ON-LINE HIGH RATE DISCHARGE”
tester. The batteries, which satisfy the specification is packed and labeled .In dispatching the
cells were packed and the necessary accessories required for functioning of the cells is
supplied to the customer. The accessories include connectors, bolts, washers, cables etc.

This finished product is sent to Market through shipment by lorries, trucks, etc.

MARKETING DEPARTMENT

The marketing department of Amara Raja is divided into six regions headed by six regional
managers and is incorporated with 21 branches across India having 31 warehouses, 160
franchises and over 15000 retailers. The marketing functions and activities that are carried
out in COO. Whole Marketing section is divided into three channels according to business
strategies.

Direct Business:

In direct marketing business products are provided directly to customer.

Here flow of product is given bellow :

 There is no need of Channel for

 Railways
 Telecom
 Power control
 OEMs

List of OEM customers:

 Ford India Ltd

 Huyndai Motor India Ltd
 Maruthi Udyog Ltd
 Ashok Leyland Ltd
 Tata Motors Ltd
 Mahindra & Mahindra Ltd
 Force Motors
 General Motors India Ltd
 International Tractors Ltd
 Swaraj Mazda Ltd

Marketing Functions/Activities (OEM’s):

 Market promotion of the product.

 Processing of customer enquiries.
 Preparation and submission of proposals.
 Processing of purchase orders and purchase order amendments.
 Monitor product delivery, product performance and service levels to customers.
  Implementing good housekeeping methods at the related areas.
 Maintenance of departments records/files,
 MIS generation of weekly activity reports (WAR) and monthly reports (MR).
 Customer relationship management.

Channel Business :

In this marketing system product flows throw a channel.

Export Business :

In it products are exports to outside of country. Our batteries are exported to Singapore ,
Malaysia , Indonesia , Taiwan , Philippines , Greece , Australia , Kuwait , Dubai , China and
Japan .

 Export can be categorized into three

 Direct
 Merchant
 SEZ –Special Economic Zone

Marketing:

The marketing activities are performed to meet the customer’s requirements. The
activities include:

 Enquiry / Tender Review

 Submission of Offers
 Order/ Contract Review
 Order Acknowledgement
 Obtaining order amendments
 Handling of customer complaints
 Weekly Activity Report
 Appointment of channel partners
 Review of pending payments
 Engineering and Marketing Coordination meeting

Objectives:

 Meeting the sales targets as per the business plan

 Collection of payments as per PO Terms
 Meeting the customer requirements / expectations
 Providing necessary training programs for staff / customer personnel
 Service:
  Main activities that are performed by service department:
 Ensuring Customer Satisfaction through prompt & efficient service to customers
 Monitoring Product Performance, feedback to REC for product improvements

Marketing Services:

Functions:

 To assist in planning and execution of marketing activities

 Co-ordination with the Advertising agency, Event Management agency, Market
Research agency and Public Relations agency for Promotions and product
development
 Supporting field offices in promotional activities and events
 Identifying and Development of Point of Purchases
 Monitoring Budgets of Promotional spends
 Generation of MIS reports- Ad spends monthly and quarterly
 To assist in planning and execution of Automotive, Industrial, Corporate,
International & Group Companies
 Marketing structure of ARBL

HUMAN RESOURCE DEPARTMENT

The HR and Administration organization of Amara Raja is formed with an aim to provide all
the support the business needs at the right time.
The first level organization structure is illustrated below
 Group HR Head

Business HR Training and Talent PMS –

HR Shared Development Acquisition Performance
Services Cell Management
System

Business HR:
The role of business HR is the front face of human resources for the respective company /
business. They have to handle end to end of HR function at the company / business level
spanning across all locations wherever the business operates (e.g. branches, warehouses,
COO – Corporate office & plant) - from recruitment to resignation/retirement.

Talent Acquisition Cell:

The members of this department are responsible for procurement, recruitment and
selection of candidates in the group companies. Legacy system is the currently existing
system in the organization and it is RAMCO system.
Enterprise Resource Planning (ERP): it is the integration of all the departments and modules
that are there in the organization. It acts as a catalyst in the organization.
For starting any kind of recruitment in or off the organization following steps are followed:

Budget Preparation (Man

power requirement)

Approval of Budget from

respective LOFs
Information provided to VP(HR)
Job Description
 Identifying sources of
recruitment

Sources of Recruitment:
♦ Campus Placements (ARGMP, ARGTP)
♦ Off Campus
♦ News paper advertisements
♦ Job portals
♦ Employee Referrals
♦ Head hunting
♦ Consultancies
ARGMP-Amara Raja Graduate & Management Trainees Program (Engineering Graduates &
Management courses students are recruited)
ARGTP- Amara Raja Graduate Trainees Program (All Diploma trades & Degree students are
recruited)
ARTS - Amara Raja Trainee Scheme (Students from 10th Class, Intermediate and ITI are
recruited)

Selection Process

Gathering & Scrutinizing Calling for written test/ Selecting Candidates

Resumes interview

Job specification Joining Formalities Sending Offer Letters &

All the trainees undergo one
Receiving acknowledgement

HRSS – HR Shared Services:

Service matters & Statutory measures:
Service Matters: The executives of this department do the ERP updation of all the details of
newly joined, internal transferred or transferred employees to different locations.
ERP details:
♦ Employee Code
♦ Employee Id
♦ Personal information
♦ Family Details
♦ Academic Details
♦ Experience
Statutory Services: Five major actions are taken care by the statutory service executive.
These are:
♦ Provident Fund (PF)
♦ Pension
♦ Employee State Insurance (ESI)
♦ Employment Exchange (EE)
♦ Payment of Gratuity
♦ Bonus

Time office:
This department is responsible for the maintenance of attendance of all the employees in the
Head office and branches. These people deal with Amara Raja Attendance Management
System (ARAMS) using software program called ‘Solus’.
Responsibilities:
♦ Collecting photos and details for distributing Identity cards.
♦ Opening Bank accounts for newly joined employees.
♦ Informing all the HOD’s to authorize the pending applications before 25th of
every month.
♦ Sending attendance details of all the employees to pay roll for salaries.

Pay Roll:
The executives of this department are responsible for giving the wages for all the employees
in the organization.

Training & Development:

. The training needs for Staff and Management grades have been identified through
the Electronic Performance Appraisal System (AREPAS).
This department is responsible for preparing the training calendar and schedules for
the training programs for the employees across the group companies. Amara Raja Training &
Development Calendar.

Training is of two types:

1. On the job training.
2. Off the job training