Camel has to understand the sentiments of the consumer to settle in the Indian market
For some time now, there has been a discussion about the arrival of camel batteries in India's battery market. It has been noticed that people have mix views because in the past few years, overseas companies came but they did not establish as there are lot of uncertainty during import as Price Volatility, Supply Chain due to long lead time, Exchange Rate fluctuation, etc. While some believe that if the company works by understanding the Indian market, then there can be a situation of profit for everyone like the mobile companies understood and established themselves. For that, the Camel Battery Company will need a partner who is already working in the Indian market and understands that India's battery consumer is very sensitive to quality and price.
Arvind Mohan
by Arvind Mohan,
editor, the battery news
Editorial Advisor, Battery Directory & Year Book magazine,
CEO, Power ON Battery Exhibition
President, Planning and Coordination and Treasurer, Federation of Indian Small Scale Battery Associations
Broadly it is observed that people are optimistic on the entry of Good Quality Products into the India Market but at the same time they have apprehensions on the basis of their past experience. Camel Group need to have long term vision to be successful on the India Roads.
We spoke to some batterymen in India on this subject and wanted to know what they think on this subject. –
India's battery market is very sensitive to quality-price and warranty. Credibility has to be built
Mr. Sunny Chaudhary, CEO of Action Batteries, the country's medium level battery manufacturer based in Jalandhar, Punjab, said that the first requirement is to build the reliability of the battery. Many big foreign battery brands came to India's battery market, they went back soon because they could not meet the quality and warranty requirements. Because of this, his credibility was lost.
In India, the battery is sold with a minimum warranty of 18 months or more. During this period, if the battery is damaged, the new battery has to be replaced immediately. For this, both the battery company and the dealer should be ready. At the time of malfunctioning of the battery, there should be the means to check it immediately and there should also be an immediate diagnosis.
Price is also a very sensitive issue. The market here is in two parts - one part is in the hands of giants like Exide, Amaron, Liv-Gaurd and the other in the hands of small and medium-sized battery manufacturers. The price is fixed by big battery manufacturers, and cannot go above that. Any new company can get entry into the battery market with more features than them. Camel will also have to see this.
Camel should come to India with at least 5 years of planning.
Mr. Jitendra Gandhi, the manufacturer of Dixon Battery, a large local battery manufacturer in Hyderabad, said, "When Camel comes to the Indian market, I suggest that when Camel comes to India, it should come with a long-term thinking. After two years, battery users will be able to know accurately that the camel battery they have bought is the best in quality. With that, confidence will be created in the dealer-distributor network. So in this way, it will take two to three years to maintain the presence of the battery.
Camel sold batteries through small and medium-scale battery manufacturers
Mr. Hari Shankar Jha, the manufacturer of Agra-based Décorre Batteries, said that the market for high quality batteries in India is only in the hands of big battery manufacturers such as Exide and Amron.
Small and medium-level battery manufacturers have neither machines of that level nor technology. This market is big and untapped at the moment. It would be much better if Camel gives its high-quality batteries to these people in the market through its India partner. These manufacturers have their own dealer-distributor network, due to which Camel will not even need to build its setup and small and medium-level battery manufacturers will also be able to sell this battery under their brand name.
The right thinking, right policy, and long-term thinking towards India's Price-Quality and Warranty sensitive market can give Camel a good place in India. I would see this as a good market for Camel.
