HISTORY

This company was incorporated as Associated Battery Makers (Eastern) Ltd.,

on 31 January 1947 under the Companies Act, 1913 to purchase all or any of the

assets of the business of manufacturers, buyers and sellers of and dealers in and

repairers of electrical and chemical appliances and goods carried on by the Chloride

Electric Storage Company (India) Ltd., in India, since 1916 with a view thereto to

enter into and carry into effect (either with or without modification) an agreement

which had already been prepared and was expressed to be made between the Chloride

Electric Storage Co. (India) Ltd. on the one part and the company of the other part.

The name of the company was changed to Chloride India Ltd. on 2 August 1972.

The name of the company was again changed to Chloride Industries Ltd. vide fresh

Certificate of Incorporation dated 12 October 1988. The company was further

changed to Exide Industries Ltd. on 25 August 1995.

The company manufactures the widest range of storage batteries in the

world from 2.5 Ah to 20,600 Ah capacity, covering the broadest spectrum of

applications. The company has seven factories located across the country – two

in Maharashtra, two in West Bengal - Shamnagar (Mother plant) & Haldia, one

in Tamil Nadu Hosur, one in Haryana and two in Uttarakhand.

The company’s predecessor carried on their operations as import house from

1916 under the name Chloride Electrical Storage Company. Thereafter, the company

started manufacturing storage batteries in the country and have grown to become one

of the largest manufacturer and exporter of batteries in the sub-continent today. Exide

separated from its UK-based parent, Chloride Group in 1989, after the latter divested

its ownership in favour of a group of Indian shareholders. Exide is only company

which provide Submarine Batteries to Indian Navy

Board of Directors: R.G. Kapadia, Chairman & Non Executive Director R.B.

Raheja, Vice Chairman & Non-Executive Director T.V. Ramanathan, Managing

Director & Chief Executive Officer G. Chatterjee, Director – Industrial P.K. Kataky,

Director – Automotive A.K. Mukherjee, Director – Finance & Chief Financial Officer

Nadeem Kazim, Director HR & Personnel Vijay Aggarwal, Non Executive Director

S.B. Raheja Non Executive Director D.S. Parekh (Alternate to S.B. Raheja) Non

Executive Director W. Wong, Non Executive Director Mona N. Desai, Non Executive

Director Sudhir Chand –, Non Executive Director

VISION

“Simultaneous to providing credible value addition to customers, employees and

shareholders ; being recognized by society as a responsible corporate citizen . In

addition achieving operational excellence along with caring for environmental

protection”

EXIDE MANUFACTURING PLANTS IN INDIA 1) Company’s Plant at Shamnagar, West Bengal is an ISO-9001 & ISO- 14001

Certified by TUV-NORD, Germany.

2) Company’s Plant at Haldia, West Bengal is an ISO-9001 and ISO 14001

certified by TUV-NORD, Germany.

3) 3) Company’s Plant at Hosur, Tamilnadu is an ISO-9001, ISO / TS-16949 and

ISO-14001 certified by TUV-NORD of Germany.

4) 4) Company’s Plant at Taloja, Maharashtra is an ISO / TS-16949 & ISO 14001

Certified

5) 5) Company’s Plants at Chinchwad, Maharashtra and Bawal, Haryana are ISO

TS – 16949 and ISO – 14001 certified by TUV – NORD.

6) 6) The Company also secured Best SMF Battery Award for three

consecutiveyears –2005-2006-2007.

MISSION

“To carefully balance the interests of all stakeholders strive to fulfill aspirations of

the employees and pursue excellence with passion without deviating from core

values”

CORE VALUES

These are the fundamental truths that the organization believes in and people

respect and work towards. Core values also set the tone of the organisation's culture.

The core values of our organization are given below :

- Leadership

- Integrity

- People Development and Involvement

- Agility

- Passion for Innovation and Technology

- Channel Partner Relationship

- Striving for Excellence

- Customer Orientation

- Management by Processes and Facts

- Responsible Corporate Citizenship core

THE FIRM & ITS BUSINESS

Experiencing humongous growth in last couple of years.

Market share:-

65% -Replacement battery segment.

35% -Industrial battery segment.

Major revenue stream:-

Automotive sector- 62%

Industrial sector- 37%

Growing fast in inventor segment - acute power shortage across the country.

RESEARCH AND DEVELOPMENT

The work is carried out on various facets of lead-acid battery technology, which

include development of new products for applications such as Automotive,

Motorbike, VRLA, Telecom, UPS, Railways, Defense, etc. primarily to make the

product range internationally competitive. In addition, the R&D is engaged in projects

embracing process technology aimed improving the product quality & consistency,

production efficiency and material utilization. Furthermore, R&D programme

includes improvement and indigenisation of materials such as metals, alloys, plastics,

etc. R&D emphasis is on studying and improving the environmental aspects associate

with the manufacturing process.

INFRASTRUCTURE AND LABORATORIES

Exide R&D center is also equipped with a Tool-Room, CAD facilities, material

testing and laboratories having equipment for testing of the raw materials and

components used for manufacture of batteries. These include optical emission

Spectrometer, Particle Size Analyzer, Porosemeter, Image Analyzer Workstation,

Profile Projector, Universal Tensile testing machine, etc.

FUNCTIONAL AREAS

The R&D personnel work in the following functional areas:

Battery Design & Development

Process Development

Tool Design & Development

Alloy Development

Development of Plastic Components

Hard Rubber / Soft Rubber Components Development

Analytic Services

Battery Testing & Quality Assurance

Environmental Health Monitoring

BATTERY MARKET IN INDIA

The Indian battery market is a billion USD market including the two market

sub-segments "lead acid batteries" and "Li-ion batteries". Currently, there is only a

manufacturing of lead acid batteries in India; so far, manufacturing of Li-ion

batteries is not present. Automobile industry is the biggest demand driver of lead

acid batteries and Exide Batteries Limited the largest domestic producer of lead

acid batteries. Today, the mobile phone and computer industries are the most

important growth driver for Li-ion battery demand. The complete demand is

covered by imports (e.g. from Korea). Indian battery market is a high market in

the world. In India there has been quite significant growth in market in the last

year and it as expected that it will grow over the next few years.

So as the pace of development increases, India is seen as potentially one of

the fastest growing market in the future. This monolith controlled 90% of the

market. At present Exide is the only major player in industrial batteries segment in

India. A few emerging players in these segments are:- • Amara Raja • HBL •

Kirloskar • Union Batteries • AMCO Those days are gone when end users relied

in the judgment of the dealer or the contractor for choosing batteries for its use.

After marked improvement in the raw Material and processing, buyers today and

rest assured that the quality of batteries available has undergone a dramatic

change.

Hopefully the emerging competition will give them greater choice in the

some lot of extra effort to continue to lead the market in future. Even the

Government of India has taken an active interest in recent years to the recycle of

the used battery. A company now has to adhere to the norms of the ISO-14001.

Exide is one such company in the Indian market which diligently takes the used

batteries from the customer to obliterate it in the smolder and give the customer

absolutely new battery in the place of the old battery.

MAJOR COMPETITORS TO EXIDE IN INDIAN

BATTERY INDUSTRY Amara Raja Batteries Ltd. (ARBL) A fast growing agile organization that

has made rapid strides in the industrial batteries market, with first player

advantage in the VRLA segment. ARBL has a considerably big industrial battery

business, with supplies to the Department of Telecommunications, the Indian

Railways, etc. Realizing the need to create a presence in the automotive segment,

ARBL forayed into this segment with advanced high life batteries such as Amaron

in the recent past.

This was facilitated by Johnson Controls USA taking a stake in this

company and the setting up of a state-of-the-art production facility in Tirupati,

South India. The company has redefined marketing in the replacement market and

focused on building a strong brand image for Amaron through its Pit Stop range of

outlets. ARBL has also commenced OE supplies to auto majors. Tudor India

Tudor India is owned by Exide Corporation of USA through its British subsidiary

CMP Batteries.

AMCO Batteries: AMCO Batteries group of Amalgamations Group is the

leading battery manufacturer with a wide spectrum of world class high performance

polypropylene batteries for the automobile industry. AMCO has been a pioneer in this

Industry and has been a brand to be reckoned with in the Battery Industry since 1955.

The advent of new generation Japanese Motorcycles & Cars in India in 1984 saw

AMCO take significant steps in the up gradation of technologies to suit these new

generation motorcycles & Cars

PATENT

The continuous research efforts have enabled Exide to patent new processes and

grid structures for batteries in India.

MAJOR DEVELOPMENTAL WORK

PATENTS PLACE YEAR

Process for fabricating a grid structure for Cadmium Sulphide /

Cuprous Sulphide

cell

India 1978

Improved Dry Charged process for Drying Formed Negative India 1978

Process for manufacturing micro-porous polymeric material. India 1979

Micro-porous polymeric material for Miners’ Cap Lamp batteries

and Process for preparation thereofIndia 1981

Automotive Battery Grid India 1981

Method of manufacturing lead based alloy India 1983

Method of making lead acid storage battery grid India 1986

Method of producing low antimony content tubular grid for positive

electrodes of lead acid storage batteriesIndia 1988

Design patent on 75D31R/95D31 RMF Battery (Jointly with

Shinkobe)India 1998

Automotive & tractor batteries as per Indian standards to suit tropical conditions

Japanese range of automotive and motorbike batteries

DIN range of automotive batteries suited to vehicles of European origin

Development of submarine batteries

Development of special type of poly-ethylene separators for varying applications

Valve Regulated Lead Acid (VRLA) batteries for telecommunication & railway

applications

Motive Power Batteries for fork-lift trucks & golf carts

High energy density battery for electric vehicles

Plant batteries for power stations

Furthermore, long-life, maintenance-free batteries for cars have also been

developed which are presently being marketed under the brand name Exide

Eternity

Also a new heavy duty, MHD range of batteries have been developed and

introduced for the entire commercial range of vehicles. Batteries were also

developed for CNG/LPG powered three-wheelers and golf carts

A range of batteries for industrial application including new batteries for telecom,

solar, traction and small VRLA for UPS system was also developed.

LEADERSHIP We have a clear vision of where we are going.

We focus our goals to achieve leadership objectives and strategies.

INTEGRITY we conduct our business fairly, with honesty and transparency.

We operate within letter and spirit of the law.

We uphold the values and principles of our organization in every action and

decision.

PEOPLE DEVELOPMENT AND INVOLVEMENT We identify and provide the competencies needed to implement the strategies and

plans.

We support development so that people can use their full potential and adapt to

the changes.

We encourage and provide opportunities for involvement in improvement

activities while building a culture of trust, openness and empowerment.

We provide a good work environment and treat each other with respect & dignity.

We encourage team work so that individuals work as a team and support each

other.

AGILITY Speed, Responsiveness and being Proactive is achieved through Collaboration

and Empowering Employees.

PASSION FOR INNOVATION AND TECHNOLOGY We advance through creativity and efficient processes to implement new ideas.

We encourage development and execution of innovation strategies to be

competitive.

We encourage and disseminate the creation and development of new innovative

products, technologies and ideas for development of new markets.

CHANNEL PARTNER RELATIONSHIP We work cohesively with our channel partners around the world, building strong

relationships based on tolerance, understanding and mutual cooperation.

We constantly drive initiatives to develop and sustain our channel partners with a

view to improvise the business.

STRIVING FOR EXCELLENCE We constantly learn, capture and share knowledge in order to maximize learning

across the organization.

We have an openness to accept and use new ideas to seek opportunities for

continuous improvement and innovation that add value.

We continually strive to achieve the highest possible standards in our daily work

and in the quality of the products and services we provide.

CUSTOMER ORIENTATION

We intimately understand our customers (both external and internal).

We understand that customer loyalty, retention and market share gain is

maximized through a clear focus on the needs and expectations of both existing

and potential customers.

Keeping in mind the competitive advantage, we anticipate and gather customers’

needs and expectations and act in order to meet / exceed them through product

and service quality.

We build and maintain effective and proactive relationships with customers.

MANAGEMENT BY PROCESSES AND FACTS We strive to have an effective management system based upon and

designed to deliver, the needs and expectations of all stakeholders.

Policies, strategies, objectives and plans are enabled and assured through a clear

set of integrated processes. These processes are established, managed and

improved continuously.

Decisions are based on factually reliable information rather than on here say and

hunches.

RESPONSIBLE CORPORATE CITIZENSHIP We strive to adopt a highly ethical approach by being transparent and accountable

to their stakeholders.

We actively promote social responsibility and ecological sustainability.

We meet and exceed the expectations and regulations of the local and global

community through open and inclusive stakeholder engagements.

We are aware of the organization’s impact on both the current and future

community and take care to minimize any adverse impacts.

MILESTONES

1916- Chloride Electric Storage Co. (CESCO) UK sets up trading operations in India

as an import house.

1946- First factory set up in Shamnagar, West Bengal.

1947- Incorporated as Associated Battery Makers (Eastern) Limited on 31 January

1947 under the Companies Act.

1947- Incorporated Chloride International Limited (previously Exide Products

Limited)

1969- Second factory at Chinchwad, Pune

1972- The name of the Company was changed to Chloride India Limited

1976- R&D Centre established at Calcutta

1981- Third factory at Haldia, West Bengal

1988- The name of the Company was changed to Chloride Industries Limited

1994- Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. of Japan,

a subsidiary of the Hitachi Group.

1995- Chloride Industries Limited renamed Exide Industries Limited

1997- Fourth factory at Hosur, Tamilnadu

1998- Acquisition of industrial/ manufacturing units of Standard Batteries Ltd located

at Taloja & Kanjurmarg (Maharashtra), Guindy (Tamilnadu) and plant at

Ahmednagar (Maharashtra) from Cosepa Fiscal Industries Limited as a going

concern.

1999- Acquired 51% Shareholding in Caldyne Automatics Ltd

2000- Acquisition of 100% stake in Chloride Batteries S E Asia Private Ltd.,

Singapore and 49% stake in Associated Battery Manufacturers (Ceylon) Limited,

Srilanka.

2003- Commissioned plant at Bawal, Haryana

2003- New joint venture in UK, ESPEX, with 51% holding.

2004- Associated Battery Manufacturers (Ceylon) Limited, Srilanka became a

subsidiary consequent to acquiring further 12.50% Equity holding.

2005- Investment in 50% shareholding of ING Vysya Life Insurance Company

Limited

2007- Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring the

balance 49% shareholding.

2007- Investment with 26% shareholding.in CEIL Motive Power Private Ltd. A Joint

Venture in Australia.

2007- Acquired 100% stake in Tandon Metals Ltd.

2008- Acquired 51% stake in Lead Age Alloys India Ltd.

2009- Divestment of shareholding in CEIL Motive Power Pty Ltd.

2012- Acquisition of Inverter manufacturing facility at Roorkee, Uttarakhand

2012- Technical Collaboration with East Penn Manufacturing Co., USA

2012- Acquisition of second Inverter manufacturing facility at Haridwar,

Uttarakhand.

2012- Acquisition of balance 49% shares in ESPEX Batteries Limited, UK.

2013- Acquisition of 26% shares of ING Vysya Life Insurance Company adding a

total of 100% stake leading to "Exide Life Insurance Company".

BRANDS OF EXIDE

CHLORIDE

INDEX

DYNEX

STANDARD FURUKAWA(SF SONIC)

JUPITER

CONREX

CHAMPION

LITTLE CHAMP

BOSS

SHARE HOLDING PATTER

SOURCES OF FUNDS

OVER ALL SALES

TOOLS OF FINANCIAL STATEMENT ANALYSIS Trend percentage

Comparative statement

Common size statement

Ratios

TREND PERCENTAGE

PARTICULARS 2014 2015 2016Net worth 100 108.74 119Total liabalities 100 109.21 121.77Total current assets 100 137.83 56.01

TREND PERRNTAGE CHART

COMPARATIVE ANALYSIS-INCOME STATEMENT

PARTICULARS 2014-2015 2015-2016

Total income 17.84 8

Total Expenses 19.01 11.23

COMPARATIVE-INCOME STATEMENT CHART

COMPARATIVE-BALANCE SHEET

PARTICULARS 2014-15 2015-16Net worth 8.95 9.43

Total liabilities 9.21 11.49

Net block 9.57 16.27

Total current assets 37.89 59.36

Total current liabilities 8.59 19.66

Total assets 9.21 11.49

COMPARATIVE-BALANCE SHEET CHART

COMMON SIZE -INCOME STATEMENT

PARTICULARS 2014 2015 2016

Total income 90.3 93.90 85.58

Total expenses 77.73 81.63 71.78

Operating profit 12.09 11.86 13.08

Net profit 7.21 7.13 8.06

COMMON SIZE -INCOME STATEMENT CHART

CURRENT RATIO

ASSER TURNOVER RATIO

INVENTORY TURNOVER RATIO3 3.1 3.2 3.3 3.4 3.5 3.6 3.7

3.28

3.65

3.49

ASSET TURNOVER RATIO

INVENORY TURNOVER RATIO

5.55 5.6 5.65 5.7 5.75 5.8 5.85

5.82

5.65

5.74

INVENTORY TURNOVER RATIO

DEBTORS TURNOVER RATIO

12.6 12.8 13 13.2 13.4 13.6 13.8 14 14.2 14.4

13.29

14.27

13.17

DEBTORS TURNOVER RATIO

OPERATING RATIOS

11.5

12

12.5

13

13.5

14 13.82

12.312.6

OPERATING RATIO

OTHER RATIOS

NET PROFIT 8.06 7.14 7.21RETURN ON CAPITAL EMPLOYED (%)

21.02

20.5 20.26

RETURN ON NET WORTH (%) 14.75

14.11

13.71

FINDINGS

Most of the people buy Exide two wheeler and four wheeler batteries.

78.5% of the respondents use Exide two wheeler batteries.Company has strong

markets as well as brand image in two and four wheeler battery sector.Users of

Exide products have various attributes for buying Exide’s products such as price,

maintenance, warranty, service and durability. Most of the respondents are aware

of Exide batteries.41% of the respondents buy Exide products on a regular basis.

Remaining 59 % of the respondents buy Exide products occasionally.The majority

of the respondents other than two and four wheeler battery users are in favor of

other brand.Major portion of the people associated the brand with service in terms

of durability, efficiency etc.

SUGGESTIONS:

Company should promote the selling of Exide industrial and commercial

batteries.Company should create the brand image in the market to meet the

competition.Company should think on changing the looks and style of batteries in

order to increase brand image.Only 5.5% of respondents have associated the brand

name Exide with the warranty attribute. It is the major suggestion from the

customers.Since the people tends to forget the advertising of a particular product a

reminder message has to be enforced in a regular interval and in a proper media

which would reach a large number of potential customers

Customers should be contacted at a regular interval through phone calls or

any other media to ask them if they are facing any problems with the Exide

products.

CONCLUSION Brands are now a central feature of business to business marketing and

consumer marketing. They are important in building long-term relationships with

the consumer, irrespective of the type of market. Their importance is now also

being recognized in other markets, including service and industrial. Investing in a

brand builds consumer confidence and loyalty and allows for brand stretching. It

requires a consistent and long-term strategy. A survey has been conducted to

know the brand awareness of customers towards the Exide battery.

After analysis of data and facts collected from the survey, we can say that

Exide is the current market leader in two wheeler battery sector. People prefer

Exide products due to its service and price factors. Exide has a good number of

layal customers in the market who buys Exide products on a regular basis. There

is a tough competition for Exide batteries in commercial and industrial battery

market. Company should try to promote the sales of commercial and industrial

batteries and also should create the brand image to meet the competition in the

market.