a presentation on tata green batteries

Technology Focus | Admired Employer | Customer Value | Operational Excellence

A presentation on TATA Green Batteries


Introducing TATA Green Batteries

A 50:50 JV between TATA AutoComp Systems Ltd and GS Yuasa International, Japan.


TATA AutoComp S ys tems Limited


• Established in 1995 to serve Indian and Global Auto Industry

• One of India’s leading auto - component groups

– Planned turnover to reach US$ 1 Billion this year

– Rapid growth (CAGR last 3 yrs. 40%) with Strong Quality and Cost Focus

• Offering services across the value chain

- Manufacturing, Engineering and Supply Chain Management

• 15 Global partners, 30 plants, 3 Export Oriented Units, in India and 6 Engineering Centers

• Overseas manufacturing facilities in Germany and China

• Customers in all segments – Passenger Vehicles, Commercial Vehicles, Farm Tractors, Two and Three Wheelers

• Consistent customer recognition for our performance

TATA AutoComp S ystems Limited


GS YUASA International


GS YUASA

• Merger of 2 Battery giants- YUASA Corporation and Japan Storage Battery Co.

• US$2.2 billion turnover pa and is a global leader in Batteries.

• Asia’s No.1 in Automotive Batteries. World No.1 in Two wheeler Batteries.

• Best in class R and D facilities to develop next-generation batteries for current and

advanced automotive application needs.

• Global technology sharing between all plants

• Pride on providing high performance and high quality products which exceed

customers’ expectations.

• Global major automobile customers include OEMs like Toyota, Honda, Mitsubishi,

Nissan, Mazda, Suzuki, Daimler Chrysler, Isuzu, Subaru, Matsuda, Daihatsu,

Kawasaki, Yamaha etc.


GS Yuasa International Global PresenceProduce 33 million automotive batteries p.a. globally

12,000 employees – worldwide distribution

29 bases, 15 countries

PTGS CBIPTGS CBI

GS VIETNAMGS VIETNAM

ZTONG YEEZTONG YEE

SHANDONG GS SHANDONG GS

TIANJIN TONG YEE TIANJIN TONG YEE

GS BATTERY (CHINA) GS BATTERY (CHINA)

TIANJIN YUASA TIANJIN YUASA

YUASA Battery Guangdong YUASA Battery Guangdong

Global YUASA Global YUASA

YUASAYUASA

P.T.YUASAP.T.YUASA

Taiwan YUASA Taiwan YUASA

YUASA Battery ThailandYUASA Battery Thailand

Century YUASA Century YUASA YUASA Battery Malaysia YUASA Battery Malaysia

YUASA Battery Shunde YUASA Battery Shunde YUASA Battery Inc.YUASA Battery Inc.

Tata AutoComp GY BatteriesTata AutoComp GY Batteries

Oriental YUASAOriental YUASA

SIAM GSSIAM GS

YUASA Automotive BatteriesYUASA Automotive BatteriesYUASA Battery UKYUASA Battery UK

GSGS


TATA AutoComp GY Batteries Pvt Ltd

9Technology Focus | Admired Employer | Customer Value | Operational Excellence

Market Overview

Automotive (4W and 3W)


4W Market Scenario – 2007-08OEM Battery Market (3 Mn Units)

TGY , 0.03 , 1%

Exide , 2.00 , 67%

Others, 0.18 , 6%Amaron , 0.79 ,

26%

Exide Amaron TGY Others

Total AM Battery Market (10 Mn Units)

TGY, 0.2 , 2%

Others , 0.8 , 8%

Amaron , 1.0 , 10%

Exide , 2.4 , 24%

Unorganized, 5.6 , 56%

Exide Amaron Others Unorganized TGY

Organized AM Battery Market (4.4 Mn Units)

Exide , 2.4 , 54%Amaron , 1.0 ,

23%

Others, 0.8 , 19%

TGY, 0.2 , 4%

Exide Amaron Others TGY

Total Automotive Battery Market (13 Mn Units)

OE , 3 , 23%

AM, 10 , 77% OE AM


4W Market Scenario – 2008-09OEM Battery Market (3.5 Mn Units)

TGY , 0.1 , 4%

Exide , 2.2 , 63%

Others, 0.2 , 6%

Amaron , 0.9 , 27%

Exide Amaron TGY Others

Total AM Battery Market (10.9 Mn Units)TGY, 0.4 , 3%

Others , 1.0 , 9%

Amaron , 1.2 , 11%

Exide , 2.5 , 23%


Exide Amaron Others Unorganized TGY


TGY, 0.4 , 7%

Others , 1.0 , 20%

Am aron , 1.2 , 24%

Exide , 2.5 , 49%

Exide Amaron Others TGY

Total Automotive Battery Market (14.4 Mn Units)

OE , 3.5 , 24%

AM, 10.9 , 76%

OE AM


Market Overview

2W (Bikes and Scooters)



Others, 0.1 , 1%

Exide , 4.0 , 57%

Amco, 3.0 , 42%

Exide Amco Others

Total AM Battery Market (10.6 Mn Units)

Unorganized, 5.5 , 53% Exide , 3.0 ,

28%

Amco, 1.4 , 13%

Others , 0.6 , 5%

TGY, 0.1 , 1%

Exide Amco Others Unorganized TGY


TGY, 0.1 , 2%Others,

0.6 , 11%

Amco, 1.4 , 28% Exide , 3.0

, 59%

Exide Amco Others TGY

Total 2W Battery Market (17.7 Mn Units)

OE , 7.1 , 40%

AM, 10.6 , 60%

OE AM



Others, 0.4 , 5%

Exide , 4.1 , 54%

Amco, 3.1 , 41%

Exide Amco Others

Total AM Battery Market (13 Mn Units)


Exide , 3.4 , 26%

Amco, 1.6 , 12%

Others , 1.0 , 8%

TGY, 0.4 , 3%

Exide Amco Others Unorganized TGY


Exide , 3.4 , 54%

Amco, 1.6 , 25%

Others, 1.0 , 15%

TGY, 0.4 , 6%

Exide Amco Others TGY

Total 2W Battery Market (20.6 Mn Units)

OE , 7.6 , 37%

AM, 13.0 , 63% OE AM


Activity Milestones

JVA Signed Oct’05

Land acquired at Ranjangaon Nov’05

HR May’06 ~ Jan’07 220 employees recruited in 1 year Training for operational team in Japan Feb-Apr’06 Training for sales team Oct’06

Plant construction Dec’05 –Jun’06

Machine installation April ~ June’06

Load trial run of machines June’06

Appointment of Strategic Brand Management Partner June ‘06

Birth of the Brand – Brand name finalization Oct ’06

Finalization of brand Identity (TATA Sons approval) Nov ‘06

Design Review 3 Dec’06

SOP Dec’06

Key Milestones – TATA AutoComp GY Batteries Pvt Ltd


Activity Milestones

Soft launch (Dealer/ Influencer/ Press Conferences) Feb-07

Launch of PC / UV batteries Feb’07

Launch of 2W batteries June’07

Launch of Price variants – PC/ UV Aug-07

Change of Strategic Brand Management Partner Aug -07

Completed Pan India presence Aug’07

Tie-up with TML for dealer appointment Nov-07

Launch of mass media initiatives on Radio Dec-07

Launch of Easy Access Mechanism Dec-07

Launch of Tractor batteries Dec-07

Launch of Inverter batteries Jan-08

Launch of CV Batteries Feb-08

Launch of mass media initiatives on TV Feb-08

Launch of Top Cities PC/ UV Thrust Mar-08

Key Milestones


Plant Overview


Land : 60,265 sqmBuilding (covered area) 　 : 10,995 sqmBuilt-up area :17,094 sqm

Layout of Plant


Plant Inauguration Ceremony (28th April ’08)


Manufacturing Set up – Ball Mill

Apparent Density MeasuringEquipment

Ball Mill &Primary collector


Manufacturing Set up - Assembly

Inter Cell WelderPlate stacking to COS


Lab & Battery test facility

Battery test EquipmentLaboratory equipment


Capacity Ramp-up Plan

Production Plan for the next 3 years

2008-09: 1 Mn equivalent automotive batteries

2009-10: 1.5 Mn equivalent automotive batteries

2010-11: 2 Mn equivalent automotive batteries


TGY Battery USPs

Longer battery life - the Calcium-Calcium advantage! Highest product warranties - up to 60 months. Superior Vibration Resistance Enduring performance in extremes of weather conditions: -40° to 75° C Instant start, every time - thanks to the advanced design Hassle-free technology - No top-up for 1 lakh kms Longer shelf life (More than 90 days) Unique venting system designed for total safety Optimized design leading to better performance Eco-friendly automotive power World-class batteries based on cutting edge technology from world

leaders, GS Yuasa


TGY Battery USPs

Sr. No

Feature Advantage Benefits

01 Impurity free Lead & special alloy 99.99% pure

High charge acceptance Low self Discharge

02 Calcium - Calcium / Low Antimony Technology

Quicker charge recovery from Deep Discharge

Less Warranty Failure & customer delight

03 Lowest Internal Resistance at all temperatures

Trouble free start on a cold morning and after along storage time

Instantaneous cranking at Extreme Climatic conditions E.g. Ladakh & Thar desert

04 Special die cast micro-pore free terminal bushes quality

Probability of clamp corrosion is nil.

Charge acceptance is good and battery failure will be almost nil.


Sr. No.

Feature Advantage Benefits

05 20 mm high electrolyte level Straps & plates always immersed in electrolyte

No threat of spark explosion.

06 Special alloy and paste of the plates Quick recovery from Deep discharge

Customer friendly

07 Double Side Pasting on the plates No Grid Corrosion Longer Battery Life

08 Separator is less prone to stratification Higher battery performance even in partial state of charge operation.

Longer battery life

09 Terminals are thermodynamically cooled during manufacturing process

Terminal pole disconnection is almost nil

Longer battery life

TGY Battery USPs


Distribution Channel Map

TGY

CFA

DEALER FRANCHISEE DISTRIBUTOR FLEET A/C

RETAILER

CUSTOMERCUSTOMER CUSTOMER

17 CFAs appointed across the country

655 (Dealer + Franchisee) 155 Distributors and 3100 sub-dealers


TGY – CFA Network

North:DelhiFaridabadJaipurLucknowLudhiana

West:MumbaiPuneIndoreAhmadabad

East:KolkataPatnaRanchiCuttack

South:ChennaiCochinHyderabadBangalore


TATA Green Franchisee Stores


Milestone Achievements – 2007-08



• State-of-the-art latest technology manufacturing unit with current

production capacity of 0.5 Mn batteries being expanded to 1 Mn capacity

by October’08 and to 2 Mn subsequently, at Ranjangaon MIDC, near Pune.

• Adopting latest technology, Calcium – Calcium / Low Antimony Hybrid

batteries.

• Design Capability of JIS and DIN Range of Batteries.

• Currently manufacturing batteries for :

• Passenger Cars, Utility Vehicles, Farm Vehicles, Commercial

Vehicles and Inverters

• Currently retailing 2W conventional batteries in after market (AM) viz.

imports from Yuasa Batteries Thailand (YBTH)


• Launched the brand across 17 locations• Distribution network with all India footprint

– 17 CFAs– 600 direct dealers– 55 Franchisees– 155 Distributors and 3100 sub-dealers

• National level sales and service network to cater to the OEMs as

well as the ‘After Market’ customers.


Technology Focus | Admired Employer | Customer Value | Operational Excellence38

Product Launch and Press Conferences


• Introduced comprehensive product range – PC/ UV with three price variants, DIN series, LCV and Tractor series, CV and Inverter range.


• Introduced 2W conventional batteries range in the aftermarket by importing from GYIN affiliate Co. in Thailand.


• OEM business update: TML Ace and Nano; Piaggio Ape; Atul Auto Shakti 3W, International tractor battery and Yamaha 2W YTZ battery.

• Other OEM orders in pipeline: TML Indica, Safari, Sumo and LCV; New Holland tractor battery; International Cars and Motors SUV Rhino batteries.

• Basic awareness and visibility levels: Franchisee stores, BTL • TGY has also launched its mass media awareness and brand building

initiatives: Radio and TV advertising

Achievements – 2007-08


TATA Green TVC – The Battery Man!

• An advanced technological

character symbolizing the high-

technology edge of the battery.

• Positions our brand as a leading

edge battery – the best that an

Indian customer can buy!

• With a Tata Green battery in

your car, you can circle the

globe 2 ½ times without top-up

and hassles!


TGY Way forward- Road Map

AGGRESSIVE GROWTH PLANS

• 100% growth in plant capacity from 0.5 to 1mn batteries p.a. by Oct’08 and doubling it to 2 Mn batteries p.a. in the next 24 months.

• Expand the sales, service and channel network – from 4000 to 5000 retailers

• Be a preferred supplier to all major OEMs

• Explore newer technologies / processes to gain technological and cost ‘edge’.

• Commitment to safety and environment • Target a market share of about 10% in the selected segments of organized 4W

aftermarket


Thank You!

a presentation on tata green batteries

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