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360° Marketingfor Formula 1

Jan – Mar, 2012Issue - 03 12 Pages sms 'Battery' to 56767 I Call us at 1800 1800 007 I www.basebatteries.com

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It's quite a big deal for an Indian firm to be techni-cally associated with the most technologically advanced motors port in the world. Base Batteries has managed to achieve quite a lot by launching the battery for the Hispania Racing Team in Formula One.

Everyone was a winner at the end of the day as the first ever Indian Grand Prix which promised much and eventually managed to live up to its expecta-tions in grand style. With the entry of Formula 1 in the country, Base Batteries entered into a techni-cal partnership with Formula One HRT team and became the first Indian battery manufacturer to be the official battery supplier for the Formula One HRT race car.

For each F1 team, its F1 car, drivers and the support crew are the jewels in the crown. A lot of thought, research and hard work go into sourcing the vehicles and its components that will deliver at the highest levels of quality, precision and performance thereby earmarking the culmination of the world’s top sport called F1.

As such, the special battery which was designed and manufactured for HRT Formula One cars by Base was with cutting-edge technology was manufactured with precision by Base. It weighs 0.9 kg and is a 12V, 2.3 ampere hour battery. The dimensions of the battery are 114X 39X 87mm (LxWxH). The battery has been designed with ‘Absorbed Glass Mat (AGM) Separators – an advanced battery technology that eliminates the need to add water for ever. The battery also has several features like improved charge recovery capability from deeply discharged condition, longer shelf life, improved life-cycle performance, extreme vibration resistance, Valve Regulated Lead Acid (VRLA) spill proof design-totally sealed and spill proof so that all acid is absorbed in

special plates. The advanced lead-calcium tech-nology holds its specific gravity more than 3 times longer than conventional led antimony batteries.

Base Batteries, which have been the leaders in inverter batteries, have realised that India today is very different from the India in the next 10 years, when power shortage will not be an issue. There-fore, Base has decided to focus on the automotive sector. Our association with HRT is for the next 5-10 years and we intend to supply batteries for other F1 teams in future as well. The total budget for the project is pegged at $300 million. Base Batteries organised a Press Conference for the launch of its Formula 1 Battery in the presence of Narain Karthikeyan and journalists from across the media. Along with the battery, a HRT Formula 1 car was also unveiled by the only Indian driver who drove in the race. Amidst lot of cheers and exciting, Mr. Girish Arora announced the technical partnership of Base Batteries along with HRT Formula 1 team.

The day ended with a fun filled evening party for our Dealer fraternity in the company of Narain Karthikeyan. Amid lot of entertainment and leisure all guests seemed quite enthusiastic about the race to be held for the first time in India. And what more... in the convoy of Narain Karthikeyan and the likes, Base always ensures to bring something special for all its Channel Part-ners.

The success of the Indian Grand Prix held in Octo-ber, 2011 was because of the efforts of several people and the well maintained coordination among all. Though there were several obstacles that came in the path of the race, but at the end of the day, all managed to pull off a great show that the entire F1 fraternity would never forget.

As the winds grow colder in most parts of the country, we welcome you to yet another issue of our Newsletter. This has been a very successful year for the organization and we are proud to tell you all about it in this Newsletter. Our reputation is our most treasured value and the foundation on which we are built. Everyone at Base knows that the only way to protect and improve our reputation is to exceed the customer's expectations and build to perfection.

By understanding and embracing our clients' concerns, visions, and goals, we were able to build relationships that have yielded excellent results. One of our major achievements for the year has been has been the increase in production capacity at our manufacturing unit at Solan. In addition to the above, we are continuing to work on our second plant in Hosur. In totality, we recognize the importance of the work entrusted to us.

This year has been quite eventful for us. We concluded many firsts… We participated in the World Cup, Formula1 and many more events of national importance.

Next year too we hope to continue with our diversified arenas of work. It has become highly essential that we mark our presence across India…and this., my friends could not have happened without your unending support and co-operation.

The idea is to make the Newsletter a dynamic forum for alternative inputs on leisure and for dialogue. As such, ideas and comments are welcome!

Warm regardsGirish Arora

MD, Base Batteries

Base Batteries for Formula 1 carPage 6

New exciting batterieslaunched

PRESS Coveragesof the month

Page 8

Jan – Mar, 2012 2

Indian Grand Prix 2011

360° Marketing for Formula 1Jan – Mar, 2012 3

Base Batteries launched its National Marketing Campaign across all vehicles of media to embark upon its association with HRT Formula 1. With spends of 5 crores just for the month of October, Base ensured to reach across boundaries.

Our TVC:The television commercial which aired in the month of October was featured across all channels. Some among them were:• Zee News • Zee Business • Zee 24 Taas • 24 Ghanta • Zee 24 Ghantalu • Zee UP • Zee Punjabi • Times Now • Aaj Tak • CNN IBN • IBN 7 • IBN Lokmat • CNBC TV 18• Awaaz • Star News • Star Ananda • Star Majha • UTV Bloomberg • UTV Action• UTV Movies • Star Gold • Zee Cinema• Discovery • Discovery Turbo • Animal Planet• Movies Now • AXN • TLC • Sony- KBC• Zee Café • Zee Studio • Discovery Turbo • Grand Pix • BBC - TOP Gear Show• Bloomberg UTVI • HBO • Pix • Star World• Star Movies

Our Mall Campaigns:The initiative of Base Batteries to remain in the forefront was further highlighted when it launched the spectacular Mall activations prior to the Indian Grand Prix.

With the jewel of the crown being an exact replica car of HRT Formula 1, which was on display in various malls like the Great India Place, Noida; UB City – The Collection Mall, Bangalore and Garuda Mall, Bangalore; it ensured to draw many eager crowds.

Everyone seemed very impressive at the striking display of the car. The excitement was further coupled up by the Emcees who involved guests in various games and quizzes along with distribution of gifts and takeaways.

Our OOH Advertising:OOH Media was used extensively in metros like Delhi and Bangalore. Strategic OOH vehicles like Billboards,Unipoles, Bus shelters, Flag poles and Metro towers where displayed with F1 creatives at various key touch points.

To create a high decibel campaign, we had retained more than 100 number of OOH hoardings in Delhi and Bangalore. All the locations were taken in arterial roads and key areas to create a good impact.

AS F1 MAKES ITS DEBUTIN INDIA, WE MAKE OURDEBUT IN F1.

Print advertisement in Overdrive magazine, September 2011

The battery that powers the HRT F1 cars,powers your car too.

Jan – Mar, 2012 4

Jan – Mar, 2012 5

OOH advertisements in Delhi and Bangalore, October - November, 2011

New Batteries for Demanding Customers

Jan – Mar, 2012 6

The Everyday Everlasting BatteryEVERLAST

Base's Everlast series is at its technological best, ideal and suitable for home & commercial use. These fast charging, durable batteries with extended backup are also backed by an excellent after sales service and warranty. Get ready for a seriously long relationship.

• Best user-friendly battery customized to suit all type of H-UPS / inverter applications.

• Special grid alloy for low self discharge, low maintenance and higher shelf life.• Advanced paste formulation for better discharge performance and faster charge

acceptance characteristics. • Thro’ partition ICW connection for short electrical path and low internal

resistance for optimum performance. • Heavy thick positive plate design for excellent discharge performance and

longer life. • Microporous ceramic float guide vent plug for lesser topping up frequency and

easy maintenance.

Features

Specific Gravity at fully charged condition 1.250 ± 0.005. Top charge on line voltage will be 15.8 to 16V approximately.

Normal charging

Appx. Battery Weight

with acid (Kgs)Model Volts Capacity

C20Bench Charging

Rate (Amp) L W H

Dimension

Specification

BE 1000 12 100 5 511 183 245 32

BE 1350 12 135 7 503 220 255 47

BE 1500 12 150 8 518 275 285 56

BE 1800 12 180 10 518 275 285 60

The Ultimate Source Power RADIANCE

Recognizing the impor-tance of alternative energy sources like solar power, Base has now ventured into producing batteries to power solar panels. Radi-ance batteries, with their fast charging and low discharge rates, are designed to suit a wide range of solar panels.

• Ultra low maintenance - minimum topping up frequency.• Comfortable with high temperature applications.• Positive spine grids produced with specially formulated alloy with fine

grain structure for excellent corrosion resistance.• Batteries made with higher volume of acid in each cell, resulting in lesser

topping up even in extreme conditions.• Low antimonial alloy reduces water loss and results in minimal topping up.• Heavy duty tubular plates for excellent cycle life with deep cycling

capabilities.• Capacity to withstand partial state of charge operation.

Features

• Photovoltaic/Solar • Emergency lighting • Standby power • Switchgear • Control system • Cellular radio • Navigation aids

Applications

SpecificationAppx.weight

with acid (Kgs)

WarrantyModel Volts Capacity

C10Bench

Charging Rate (Amp) L W H

Dimension

BTRe20 / BTRe20s 12 20 2.0 305 170 234 17.2BTRe40 / BTRe40s 12 40 3.0 410 173 267 25.0BTRe60 / BTRe60s 12 60 4.5 410 173 267 29.0BTRe75 / BTRe75s 12 75 5.5 410 173 267 34.0BTRe100 / BTRe100s 12 100 9.0 503 220 285 40.0BTR40 / BTR40s 12 40 3.0 410 173 241 23.5BTR60 / BTR60s 12 60 4.5 410 173 241 27.0BTR75 / BTR75s 12 75 5.5 510 213 231 37.3BTR100 / BTR100s 12 100 9.0 510 213 231 40.5

60 monthsFlat

Warranty

24 monthsFlat

Warranty

Plug It, Crank It, and Forget ItGENSTAR

The Genstar range of generator batteries comes with a short crank start up, thus providing the optimum range of crank-ing power for your genera-tor. This along with the long life and high durabil-ity of the battery lets you worry only about the more important things in life.

• Customized for cranking application and are built to the highest standards with advanced technology.

• Low resistance PE envelope separators with glass mat to improve vibration durability and prevent internal shorting.

• Instant start and trouble free performance.• Well designed thin positive plate provides maximum surface area for high

power, voltage endurance and high cranking ability.• Special paste formulation for long life and high cranking performance to

suit modern engine starting needs.• Terminal design that provides resistance to acid leaks, seepage,

corrosion, black post and greater strength

Features

Specification

Appx. Battery weight

with acid (Kgs)Model Volts Capacity

C20Bench Charging

Rate (Amp) L W H

Dimension

BTG 88 12 88 4 410 173 232 27.9

BTG 100 12 99 5 410 173 232 29.8

BTG 120 12 120 6 511 183 228 37.7

BTG 135 12 135 7 511 183 228 39.7

BTG 150 12 150 8 510 213 231 46.3

BTG 180 12 180 9 518 275 238 57.0

BTG 200 12 200 10 518 275 238 57.0

Jan – Mar, 2012 7

SAUDUSGRAVITY INDIA TECH PVT LTD.KASTURBA NAGAR, BANGALORE

We have been dealing with Base Batteries since the last 7-8 years. During this period all Types/Models of Base Batteries have performed well and we are also very satisfied with the service.

We would like to expect the same service in the future too.

SIBU PAULPAUL ELECTRONICSSILCHAR

I have been dealing with Base Batteries since 2006 in the Silchar Market (Cachar, Assam). The packing and quality, as well as the customer report is very good. Specifically Base Tuff 500 is a good battery in the Inverter segment. I hope this will be the good sign for the Company to grow. I am satisfied with the service and sales team who is marketing in this area.

RAJANRP COMPUTER CLINICSIRHINDI GATE, PATIALA

We are completely satisfied with the services of Base Corporation Ltd. All complaints and services are always in time and the service people are highly efficient and active. All products of Base like inverters, UPS, batteries have been of excellent and long lasting qualities.

VENUS ELECTRICALSBISHUNIPUR, BALLIA, UP

I have been the distributor of Base Corporation Ltd for the last three years. Today I can say that every product of Base either Tubular batteries or Inverters are much better as compared to other brands.

I am very satisfied with the service of Base, and have not faced any type of problems till date.

MALLIKA RAOMAGNETIC CONTROLSMALLESWARAM, BANGALORE

We have been dealing with the different products of Base Batteries for more than 8 years and are very happy with the products and timely service. Communication with the sales or service team has always been good & responsive.

AppreciationLetters

ELEVEN TRADING ENTERPRISEBARZULLA,SRINAGAR, KASHMIR

Base Batteries are providing a very good service throughout Kashmir to our esteemed customers for the last two years. All of them are fully satisfied with the service and hope the same will be provided in the future also.

Carrying Your World On Our ShouldersINDUSTRIAL

Base-Tuff Industrial batteries are ideal for industries, offices and business centres. These heavy-duty tubular batteries come with a long life guarantee, low mainte-nance and high warranty. It’s time you let us carry the load for you.

• Terminal design provides resistance to acid leaks, seepage, corrosion and allows the terminal posts to stay clean and corrosion-free.

• Special alloy to maximize corrosion resistance, increase cycle life and reduce water consumption for battery durability.

• Micro porous ceramic float guide vent plug - environment friendly and free from acid fumes.

• High pressure casting tubular positive plate design for defect free fine grained tough spines to give long life to battery.

• DARAMIC (France) PE envelope separator by virtue of high porosity, low electrical resistance and excellent oxidation resistance, serves as a perfect separation medium.

• Advanced active material formulation for excellent discharge performance and faster recharge.

Features

SpecificationAppx. Battery

weightwith acid (Kgs)

Model Volts Capacity C10

Bench Charging Rate (Amp) L W H

Dimension

BTi 40 12 40 3 305 170 234 21.0BTi 60 12 60 5 410 173 241 29.5BTi 80 12 80 6 511 183 245 39.5BTi 100 12 100 7 503 220 255 44.0

Applications

• Digital UPS & UPS • Wind energy storage • Telecommunication equipment • Office automation equipment • Fire alarm & security system • Electronic EPABX • Electronic cash registers • Emergency lighting • Data processing systems

Rangoli competition

of the month

Jan – Mar, 2012 8

Distributors Meet for F1 at New DelhiPress Conference for F1, at New Delhi

Service Camp at Baroda

Service Camp at GorakhpurService Camp at Rudrapur

Technical training session in Head Office, Bangalore

Service Meet at BurdwanService Meet at New Delhi

Service Meet in Faridabad

Career Development Programmein Head Office, Bangalore

Road Eagle-2011:Port-to-Port (Kandla to Kolkata) Campaigning with Mr. Roby Das at Punjab Motor Trader, Kolkata

Press Conference for F1, at New Delhi

Rangoli competition

of the month

Jan – Mar, 2012 9

Press Conference for F1, at New Delhi

Distributors Meet for F1 at New Delhi

Narain Karthikeyan in Distributors Meet for F1 at New Delhi

1. 2.

PRESS Coverages

Jan – Mar, 2012 10

Business Bhaskar, Delhi, 21.10.11

Hindu, Chennai, 21.10.11

Hindustan Business Line, Delhi, 21.10.11

Veer Arjun, Delhi, 21.10.11

Veer Arjun, Delhi, 21.10.11

Hari Bhoomi, Delhi, 21.10.11

Auto Monitor, 08.12.11

Jansatta, Delhi, 21.10.11

Nav Bharat Times, Delhi, 21.10.11

The Hindu, Delhi, 24-10-11

Times of India, Kolkata, 21.10.11Rajshthan Patrika, Delhi, 21.10.11

1. 2.

PRESS Coverages

Jan – Mar, 2012 11

Asian Age, Kolkata, 21.10.11 Dainik Jagran, Delhi, 21.10.11

Rashtriya Sahara, Delhi, 21.10.11 Financial World, Delhi, 21.10.11

Punjab Keshari, Delhi, 21.10.11

Times of India, Delhi, 22-10-11Hindustan Times, Kolkata, 21.10.11

Aaj Samaj, Delhi, 21.10.11

Car India, 02.11.11

Nai Duniya, Delhi, 21.10.11

Amar Ujala, Delhi, 21.10.11

Tribune, Delhi, 21.10.11

Jan – Mar, 2012 12

Mr. Gunjan JohriHead Sales - AftermarketBase Batteries

ExPERTSSPeAK

Dear Friends,

With yet another eventful year passing by, Base has undergone metamorphic transformations since our last edition of the Bijlipur Times. There were several strategic initiatives and campaigns undertaken to power our success as an organization. We have covered some of the major initiatives, events and highlights from across verticals in this edition of the Newsletter.

This new year marks the celebrations for Base on its successful completion of 25 years. Having started as a small company in 1987, we have today tried to reach across segments diversified.

A few highlights of the past year for Base:• Re-structuring of the organization.• Partnering with the best names in the industry

whether for HR, Production, R&D, Sales and Marketing.

• Sponsoring the Canadian team during World Cup 2011. • Launch of new batteries such as FX, BLMF, BTR and

Nebula (Our star product with 60 months flat warranty)

• Official battery supplier to HRT Formula One Team during Indian Grand Prix held in October 2011.

Our sales and customer service personnel are expected to deliver knowledge as well as services, and our produc-tion personnel understand the need to manufacture the best product. With this we aim to become one of the leading battery players in the Indian market.

As part of your regular visits to our website, I hope you will gain a better insight into our products, get a better sense of who we are, and feel our eagerness to constantly improve. I look forward to hearing your comments. Please feel free to mail me at coo@basecorporation.com

Wish you and your loved ones a happy, successful and peaceful 2012. May it bring prosperity in your lives.

Aditya Arora COO, Base Batteries

Thank you note by the COO

1. How long have you been associated with Base Batteries? Your earlier assignments in this industry?I became a proud member of BASE team in July 2011. Prior to this I have worked in three other battery companies for a total of 16 years. Besides, I have also worked in auto spares; garage equipments & car sales for a total of 4 years.

2. Where do you see the company heading in the next 5 years? At what rate is the company growing at present? This Company, under the dynamic leadership of Mr Girish Arora is all set to become one amongst the top 3 players in lead-acid battery industry in our country.

3. What is the unique selling point of Base Batteries with regard to the manufacturing of batteries for automotive applications? How do you distinguish yourself from the competition?

There are many differentiating factors which make Base Batteries unique. These are manufactured in the latest state of the art plant at Solan in Himachal Pradesh. The lead used has a higher purity than industry practice; alloy has lower antimony than the industry; curing of the plates through steam technology etc. These are some of our USPs. We at Base are very passionate to make high quality products; distribute them widely and service them with an objective to secure “customer delight.”

4. Keeping in mind the scenario of the battery market in mind, how challenging will it be for you to capture the major share of the battery aftermarket in India?Success comes when “preparation” meets “opportunity”. We know it is not going to be a cakewalk for us but then we are prepared to go the extra mile to reach goals that aspires us.

5. If you look at the development rate of batteries, will the demand match the supply, or will there be a big gap coming?It is only natural that demand cannot exceed the supply for long. However, with the dramatic reduction in China’s production rates over last few months India has seen a sharp deficit in VRLA batteries in particular. Though this will eventually be bridged, yet I personally see India emerging as a major export hub to the rest of the world.

6. What are the opportunities in manufacturing automotive batteries?We just have to be aware of the bullish growth in population of cars & motorcycles in our country which has been hovering around 15% and 25% with respect to CAGR over the last 10 years. Each vehicle added creates a market of 5 batteries in aftermarket and over the next 10-15 years that it would give service.

7. What are your future plans for market expansions? Are you also eyeing the overseas market?We will like to establish ourselves as one amongst the top 3 players in the country and the entire focus is on that. Gradually we will like to expand our operations to local OEM markets and subsequently to overseas market as well. In the long run we see ourselves as a global player.

8. What are your spends on Research & Development at Base Batteries?It is not a fixed percentage of sales or any mathematical formula. Just to give you an essence of the management thought, all creative energy of each employee is unleashed and every product innovation idea is tried. There is a dedicated team of scientists & engineers who are continuously dedicated on R & D and champion the new technology. 9. There are some very strong players in the automotive segment with more than 60% of the market share. How would you like to position yourself in this segment?It has been David and Goliath as far as Indian battery industry is concerned and whereas most felt that Goliath is too big to hit, we at BASE are of the conviction that “Goliath is too big to miss”. We will give everyone else a tough run for their money.

10. In the automotive segment you could also face stiff competition from the unorganized sector? How do you plan to tackle this?It is true that certain segments like Trucks; Tractors and Jeeps are dominated by unorganized sector. However, with Government rules on pollution getting stricter and being enforced much more seriously, unorganized sector is under a lot of pressure. In addition to this, consumer consciousness for quality and his becoming more demanding with each passing day are making things dif�cult for the unorganized sector. We, at our end through value additions are trying to expand the organized sector share.

11. What is the outlook that customers have for Base Batteries? How do people perceive Base Batteries?Our recent surveys & research before; during & after the first Formula-1 race in India clearly establishes that Base is seen as a hi-quality; young and sophisticated brand. Most still see us as a foreign multinational rather than an Indian company. This puts us under a lot of pressure to live upto our image.