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AMARA RAJA BATTERIES LIMITED ANNUAL REPORT 2019-20 Every road forks into two ways: down one way, there’s a continuity of life as it comes, down the other, there’s a zeal to bring in disruptive CORPORATE OVERVIEW changes to make path- Vision, Core Purpose and Values 2 breaking transformations. Financial progress 4 We chose the second From the Management’s Desk 6 lane. It called for a lot of Awards & Recognition 10 blood, sweat and hard toil, STATUTORY DOCUMENTS yet we stuck on. And, we Management Discussion & Analysis 12 triumphed. We progressed Corporate Social Responsibility 70 at every step and emerged 10-Year Financials 75 better every day. Corporate Information 76 Directors’ Report 77 Along the way, we reinvented ourselves, FINANCIAL STATEMENTS to remain relevant and Standalone Financial Statements 159 resolute in sync with the Consolidated Financial Statements 220 evolving paradigm of NOTICE 279 business and advancing technology. We resolved every issue differently, devised every system inimitably, and confronted every challenge distinctively.
Because, we always believed there’s Gotta be a Better Way.
Amara Raja Batteries Limited 1 Vision, Core purpose and Values
Core Purpose To transform our increasing spheres of influence and to improve the quality of life by building institutions that provide better access to better opportunities to more people… all the time. Core Values Innovation Innovation to us is proactively rebelling for Vision better ways of doing things leading to newer possibilities. Through the Amara Raja way® Excellence and through enduring progressive partnerships Excellence to us is continually enhancing our performance to consistently produce we will be a Global Leader outstanding results with lasting impact. in Batteries and Battery Technologies and Entrepreneurship a dominant player in the Indian Ocean Rim. Entrepreneurship to us is leading with courage and conviction to convert gaps into opportunities, create wealth and contribute to growth. Experiences Experiences to us are what we create for our stakeholders, which makes them feel part of something special, leading to endearing relationships. Responsibility Responsibility to us is the total ownership of our thoughts and actions in every situation to achieve maximum common good in the best interest of Environment, Society, Customer, Supplier, Employee and Shareholders.
2 Annual Report 2019-20 Amara Raja Batteries Limited 3 4 Financial Progress Annual Report 2019-20 momentum. This in no uncertain terms Thisinnouncertain ismomentum. …Progress On! of five-year summary key financialperformance the indicatorsits highlights sustain abilityto Company’s posed bythesignificantheadwindsprevailing intheeconomicandsectoral environment. Acomparative, Amara Raja hasremained growth steadfast journey onits across key performance despitehurdles metrices Indicators Key Performance FY 2015-16 4,633 Net sales FY 2016-17 5,335 (C crores) FY 2017-18 6,051 FY 2018-19 6,793 FY 2019-20 6,839
FY 2015-16 849 (C crores) FY 2016-17 878 EBITDA FY 2017-18 929 FY 2018-19 990 FY 2019-20 1,125
FY 2015-16 492 Profit after Tax
FY 2016-17 478 (C crores) FY 2017-18 471 FY 2018-19 483 FY 2019-20 661
FY 2015-16 555 Net Cashfrom Operation FY 2016-17 553 (C crores) FY 2017-18 322 FY 2018-19 541 FY 2019-20 1,177 Earnings pershare FY 2015-16 28.78 FY 2016-17 28.01 (C) FY 2017-18 27.59 FY 2018-19 28.31 FY 2019-20 38.69
FY 2015-16 2,116 Networth FY 2016-17 2,593 (C crores) FY 2017-18 2,937 FY 2018-19 3,335 FY 2019-20 3,656
FY 2015-16 1,352 Assets Net Fixed
FY 2016-17 1,492 (C crores) FY 2017-18 1,703
FY 2018-19 1,813 FY 2019-20 1,829 Net Current Assets Amara Raja Batteries Limited 5 FY 2015-16 749
FY 2016-17 868 (C crores) FY 2017-18 1,124 FY 2018-19 1,342 FY 2019-20 934 From the Management’s desk
From the management “Technology leadership has been our hallmark since Dear Friends, inception. We take great pleasure to address supplying lithium ion packs for Our industrial division also you as we look forward to a year the largest single site lithium ion contoured an innovative This niche edge has with renewed hope and optimism. installation in India by a leading technology-driven shift – from powered the telecom player. products to solutions. We have As we look back at the year gone successfully entered the telecom Company to by, we find a sense of satisfaction Technology leadership has been tower management space with and success in our performance. our hallmark since inception. the deployment of the Intelligent redefine the We were able to keep up our core This niche edge has powered the Telecom Monitoring System philosophy – making meaningful Company to redefine the domestic at cellphone towers, a product domestic progress in every aspect of our storage battery market by of our R&D work in IoT. This storage battery business. We believe that progress, introducing globally benchmarked solution allows us to monitor at Amara Raja, is not a strategy or a products. In 2019-20, we took tower performance across every market by KRA, it is rather the organisational giant strides in strengthening our parameter in diverse environments, DNA. Progress comes to us technology repository. real time, on handheld devices. introducing naturally. This achievement has the promise Plates are at the heart of the to open a sustainable and growing globally Progress on! functioning of a battery. Plate revenue vertical for the Company. It benchmarked At Amara Raja, 2019 -20 has been a making at Amara Raja has surely is an exciting prospect. year of great achievements. progressed from workhorse products. In 2019- gravity casting to continuous plate From the sustainability perspective, From the financial perspective, we we have put up a 9.25-MW making. And now we are readying 20, we took vaulted out of the C700-730-crore solar rooftop installation at our to launch the advanced stamped profitability band after 3-4 years operating unit, which is one of giant strides in grid technology. with a 20% leap on our pre-tax the largest industrial rooftop strengthening our profit, which stood at C840 crore on Our teams worked with subject- installations in India. Another 31 March 2020. matter experts from Clarios 8.4-MW installation should be technology operational this year. From the business perspective, (erstwhile Johnson Controls repository.” our automotive division secured International plc). Commissioning We are ready for the future – approvals from two large two- of new manufacturing lines are confident, capable and placed wheeler OEs operating in India. The under progress. We are also firmly. Progress on, indeed. benefits will accrue in the current undertaking an extensive fleet- year. The industrial division, even testing programme to assess the Dr. Ramachandra N Galla as we completed the world’s largest performance of the battery in Chairman lead-acid energy storage system Indian vehicle application. Our new in Africa, bagged the contract for products will hit the market shortly.
6 Annual Report 2019-20 Amara Raja Batteries Limited 7 From the Management’s desk
Our today… The collateral damage done by portfolio, sound technology, strong the microbe has hit almost every financials, brand equity and, above The new fiscal began in an industry in some way or the other. all, a great team. Their passion, unprecedented way with the But some sectors had a positive professionalism and perseverance Corona virus pandemic bringing rub-off. Telecom, for instance, saw of working with our customers, life to a sudden halt. Lockdowns green shoots of recovery after years partners and with each other gives imposed across large parts of of considerable turmoil. The data us an exceptional edge in this the world took a massive toll on center space also looks promising as competitive business space. business activities. Indian enterprises, small and large, We will persistently explore new To deal with such trying times, increasingly aligned themselves ways to improve our topline growth we created crisis management and will continue to do so, with the and profitability. We will further teams with clear objectives and digital transformation sweeping the optimise our plant efficiencies by deliverables. While one team Indian landmass. improving engineering quality focused on the safety of our And tomorrow… and overall productivity. Fiscal entire workforce, another team prudence and a relentless focus on zeroed in on business continuity The journey ahead of us is indeed efficient capital allocation is our – communicating with customers riveting. We will only sharpen our guiding principle. In sync with this, and addressing priority deliveries, focus on technology deployment, we continue to pursue returns- especially to the telecom sector. efficiency improvement, sustainable accretive projects with a strategic manufacturing and exports. As they say grave adversity intent of continuing to deliver presents interesting opportunity, As we look aggressively to venture industry-leading returns through it was the same with Covid-19. The beyond India’s boundaries, we the cycle. pandemic presented a rare but are focused on building a robust As we continue our journey of narrow window of opportunity to exports-driven global business by scaling new peaks, we would like reflect, reimagine and reset our leveraging our diversified product to thank the Board for guiding world. Our leadership became portfolio and making inroads into us to execute our respective more cohesive. Instead of lucrative overseas markets. We will responsibilities in the best possible talking from a business function unleash the power of the brand manner. We would like to extend perspective, or a company Amaron by leveraging our existing our gratitude to each and every standpoint, official discussions and relationships with global OEMs member of the Amara Raja team debates happened at a Group level. in India. To equip ourselves for for their relentless efforts in We believe this is very promising a wider domain, we are creating making it a positively disruptive from a business continuity new capacities which should be brand in the storage battery perspective. operational in the current year. space. We would also thank all Although the Covid-19 toll We are also focused on the our stakeholders, bankers and continues to rise in the country, prospects of bringing new government authorities for the a resilient India unlocked itself technology to our customers support and assistance they systemically, and opened up because we are confident that provided throughout our journey. business activities in measured this will start another exciting We solicit your continued steps. This was a dire necessity to Amaron chapter in the history of cooperation. keep the wheels of the economy automotive batteries. Warm regards moving. While every business To sum it up… enterprise, large and small, is The Management Team Mr. Jayadev Galla making a concerted effort towards We are uniquely positioned Vice Chairman and Managing economic revival, I believe that we to grow across segments and Director have greater distances to cover to channels – both locally and arrive at complete recovery. globally, given the depth of our
8 Annual Report 2019-20 Amara Raja Batteries Limited 9 Awards & Recognition
Awards & Recognition
Amara Raja team with three Gold awards and one silver award Mr. S Vijayanand, CEO and Amara Raja team with the ABK AOTS at ICQCC (International Convention of Quality Control Circles) 5S Sustenance Awards. 2019 competition held at Tokyo, Japan.
Amara Raja team receiving awards at the 13th Six Sigma Mr G. Balaji, Head of Manufacturing Engineering and team Mr. L Venkata Madhav, President - Supply Chain Management National Conference and receiving the innovation award in the category of Manufacturing receiving the ‘Operational Excellence in Reverse Logistics’ at the Competitions organised –Large Enterprise at CII Industrial Innovation Awards Ceremony 9th Edition Manufacturing Supply Chain Awards Event. by CII. 2019.
10 Annual Report 2019-20 Amara Raja Batteries Limited 11 Management Discussion and Analysis
In the backdrop of an increasingly competitive market, disruptions in different sectors, and existing and predicted economic challenges, it has become vital for a company to draw up a narrative that shows its ability to sustain the growth momentum. It helps the shareholder gain an insight into the organisation to decide on his investments – a review titled Management Discussion & Analysis.
12 Annual Report 2019-20 Amara Raja Batteries Limited 13 Management Discussion and Analysis
World Economy: Performance & Prospects
markets. An intensifying social The world economy suffered deteriorated since mid-February come with a catastrophic hit to The downward revision to growth unrest in many countries and irreversible damage because of 2020 when the Corona virus the global labor market with prospects for emerging markets several weather-related disasters the containment measures like outbreak began taking a companies being forced to cut and developing economies over The too contributed greatly to the lockdown that kept more than scary magnitude. Financial down on workforce. Low-skilled 2020–21 (2.8 percentage global downturn. 60% of the global populace conditions in advanced as well workers have been hit hardest. points) exceeds the revision indoors for days, stopping all as emerging market economies for advanced economies economy Outlook: The health crisis has The woes have been so strong business activities. turned significantly tight with (1.8 percentage points). continued to had a severe impact on the global that in 2019 the world economy drastic selloff in equity markets, The GDP of emerging slide in 2019 economic activity. Global lending recorded its lowest growth of The fast plunge in global significant widening of high-yield and developing Asia and was eventually agency IMF anticipates a steep 2.9% in a decade. This dragged economic outlook and a corporate and emerging market is expected to pushed to the edge recession and a slow recovery. the core inflation further down breakdown of the OPEC+ (the sovereign spreads, and reversal contract by by a host of factors As a result of the pandemic, the across advanced economies Organization of Petroleum of portfolio flow to emerging 0.8%. like a sharp slowdown global economy is projected to and below historical averages in Exporting Countries, including market funds particularly in in manufacturing activity, contract sharply by –4.9% in emerging markets and developing Russia and other non-OPEC oil case of hard currency bonds and a sleep plunge in demand 2020, much worse than what it economies. exporters) agreement among equities. Signs of dollar funding for capital goods, and volatility was during the 2008–09 financial oil suppliers weighed heavily on shortages have emerged amid in global trade triggered by As the world stepped into a new crisis. commodity prices. From mid- general rebalancing of portfolios higher tariffs and trade policy year, it encountered its worst January to end-March, base metal toward cash and safe assets. The crisis has paved way for uncertainties. nightmare in history. As on 1st prices fell about 15%, natural gas Currencies that had depreciated an external demand shock, July 2020, the Covid-19 pandemic prices slumped 38%, and crude oil These factors were added to significantly in the early part of tightening of global financial claimed more than 5 lakh dropped about 65%. a sustained contraction in lives and the count kept rising 2020 appreciated with time. conditions and a continued automotive industry that led to with little sign of abatement. The financial market sentiment slump in commodity prices. large-scale unemployment across The steep decline in activity has
14 Annual Report 2019-20 Amara Raja Batteries Limited 15 Management Discussion and Analysis
Indian Economy: Performance & Prospects
The Indian economy slowed down The government’s tax revenue Internal Trade (DPIIT), services employment. In April 2020, in sync with the global economic remained subdued throughout sector attracted foreign inflow of India’s manufacturing and turmoil to its lowest pace of growth the financial year as the economy $7.85 billion in 2019-20, computer services activities recorded the in a decade at 4.2% in 2019-20 from slowed. Total receipts stood at C17.5 software and hardware received sharpest contraction among the 6.1% a year before. lakh crore, about 10% short of the $7.67 billion, telecommunications world’s top 10 economies. The budgeted C19.31 lakh crore. On the $4.44 billion, trading $4.57 billion, economy, agriculture sector functioned On the output front, agriculture other hand, expenditure for FY20 automobile $2.82 billion and the with lesser hitches as there has (3.7% growth) and mining (3.1% reached C26.86 lakh crore or 99.5% construction $2 billion. Covid-19 been no shortage of food grains, growth) seemed to have held of the target. pandemic vegetables and dairy products. A forts, while on the expenditure India continued to make steady made the dreaded part of services sector remained front, government spending With a considerable revenue progress in GST collections. onslaught on agile and alive, especially the perhaps saved the day for the shortfall and limited expenditure Between November 2019 and India. Although the BFSI and the Telecom and IT economy. Manufacturing and gross compression, the government’s fiscal February 2020, GST collections authorities declared a sectors, as the work-from-home fixed capital formation stayed deficit overshot its revised estimates surpassed the C1-lakh-crore mark. lockdown only in the last culture became the only means of extremely disappointing. The three by a massive C170,000 crore, taking In March 2020 though it slipped week of March, the adverse keeping commerce alive. components of demand fell sharply the deficit for FY2020 to 4.6% of GDP below this benchmark. For, impact was experienced by during the year – consumption as against a revised estimate of 3.8%. 2019-20, GST for domestic But that’s not the end of the road. business enterprises across the demand kept sliding to a historic transaction grew 8% over Built over a strong foundation India’s Foreign direct investment board, in particular those with low, while investments and exports the revenues during and seasoned by several crises, (FDI) receipts grew by 13% to a a global presence. India’s GDP stayed in the negative territory. last year. GST from the Indian economy has gathered growth rate slowed down to 3.1% record $49.97 billion in 2019-20 – up import on goods gross enough strength to rebound. in the fourth quarter of 2019-20 Keeping the agri sector performance from $44.36 a year ago – perhaps reduced by GST Experts believe that that while with the Corona virus further in perspective, the 3.7% growth at because of India’s consistent upward 8% over the revenues the economic damage of the ailing the consumer demand and current price level translates to an move in the World Bank’s ‘Ease last year. grew at 4% pandemic has so far been deep private investments in the March 11.3% growth, which is 60% more of Doing Business’ ranking. India Overall, over the year- and far-reaching in India, there quarter. than the rate of growth for the jumped 14 places to stand at 63rd the ago period. is hope that the economic non-agri sector. Industrial output position on the index. The Covid-19 outbreak ran riots activities will spike once the Covid for fiscal 2019-20 contracted 0.7% While the first green According to the Department on the teetering economy, restrictions are eased. compared with a growth rate of shoots were seen for Promotion of Industry and leading to large-scale loss of 3.8% in 2018-19. in some sectors of the
16 Annual Report 2019-20 Amara Raja Batteries Limited 17 Management Discussion and Analysis
more efficient in storage of energy segment and (c) SSI segment. Given The lead-acid obtained from renewable sources the high share of replacement like wind and solar and are more demand for sectors like automotive, “In a recent study, Future suitable installations in offshore and home inverter, UPS and traction, Market Insights reported battery sector that Global Lead Acid onshore platforms to store, supply the share of unorganized/semi- Battery market is pegged and direct electric power as per organized players is high. To beat to surpass a value pool requirements. the increasing competition, the of $116.6bn by 2030. organized players are promoting The report claims that The sectoral structure stationary energy storage more and more entry-level brands has enormous near-term The Indian lead-acid battery at competitive pricing and shorter potential. Businesses such industry is split equally between the warranty periods and are expanding as battery manufacturers, grid operators are set to automotive segment and the non- their distribution network in the establish collaborative automotive segment. The industry semi-urban and rural markets. This relationships with solar is divided into three segments: (a) should help raise their share in the power developers and energy service companies.” Organized segment – controlled overall battery market. by five manufacturers, (b) SME
Amara Raja – transforming the Indian battery market for nearly 3 decades
The lead-acid battery industry segments. While lithium ion batteries to be in the range of 5-7% largely has been in existence for more have built a remarkable presence in determined by the speed and scale than 150 years, but the ubiquitous EVs and grid scale energy storage of auto OE recovery. technology displays remarkable application, lead-acid batteries With developments in the packaging traction even today. continue to stay ahead in terms of batteries and their construction, of production costs, adoption and the durability and storage capacities With a proven arrangement for recycling – lead-acid batteries are of lead-acid batteries have reliable and low-cost energy storage, 99% recyclable – making them the improved considerably, presenting lead-acid battery plays an important biggest contender for affordable opportunities in few other emerging role in our day-to-day life. energy storage solutions. sectors like renewable energy. Growth in the lead-acid battery The Indian Lead acid battery market India is planning to diversify its market is led by increasing is about $5bn in FY20 and is likely energy sources in addition to its industrialization and urbanization, to de-grow in FY21 due to Covid19 target of providing 24x7 electricity rising inclination towards green impact. While the post COVID19 to every citizen by making large energy sources. There has market rebound in after market increments in renewable energy been significant technological segment is expected to be sharp, generation capacities. This is advancements to push the the OE de-growth over last several estimated to be a significant driver performance boundaries of lead acid quarters will have a dampening for the lead-acid battery market. batteries enabling their deployment impact in the medium term. The 5 in new and merging application year CAGR upto FY25 is expected Stationary lead-acid batteries are
18 Annual Report 2019-20 Amara Raja Batteries Limited 19 Management Discussion and Analysis
Business Operations
Amara Raja Batteries Limited is the is also the leading private label technology leader and one of the supplier for prominent brands. In largest manufacturers of lead-acid India, Amara Raja is the preferred batteries for both industrial and supplier to major telecom service automotive applications in the Indian providers, telecom equipment storage battery industry. manufacturers, the UPS sector (OEM & Replacement), Indian Railways The Company is a leading and to the Power, Oil & Gas, Motive manufacturer of automotive among other industry segments. batteries and home UPS/ Inverter Amara Raja’s Industrial Battery ® batteries under the brands Amaron Division comprises of brands such as and PowerZoneTM , which are PowerStack®, Amaron Volt®, Amaron distributed through pan-India sales & Sleek®, Amaron Brute®, Amaron service retail network. Solar and Amaron Quanta®. The Amara Raja supplies automotive Company’s products are exported to batteries under OE relationships most of the countries in the Indian to Ford India, Honda, Hyundai, Ocean Rim. Mahindra & Mahindra, Maruti Suzuki, Ashok Leyland, Tata Motors, Honda Motorcycles & Scooters India Private Ltd, Royal Enfield, Bajaj Auto Ltd among others. The Company
20 Annual Report 2019-20 Amara Raja Batteries Limited 21 Management Discussion and Analysis
The Automotive Battery division
Meet Amaron, the flagship an exciting year. Despite the Amara Raja offerings that have continued deceleration in the transformed the automotive automotive sector, the team put battery space in India. up a healthy show. Although sales volumes to OEs declined, the The Tirupati and Chittoor aftermarket segment grew, not manufacturing facilities are only compensating the loss in the benchmarked to the ISO/IATF OE segment, but also ensuring 16949, ISO 14001, OHSAS 18001 overall growth of the business. The and EnMS 50001 standards. standout feature for the year was a The iconic Amaron and PowerZone host of approvals it secured that are range finds application in passenger potent to accelerate growth. vehicles, commercial vehicles, OE market: The team widened its tractors, three-wheelers and two- OE customer base in 2019-20. wheelers and caters to OEs and the aftermarket segments. The • Secured approvals from two automotive battery division also large two-wheeler OEs operating produces home UPS batteries. in India. • Firmed up business share with a Over the years, Amara Raja has fast-growing two-wheeler major. set up an entrenched distribution • Received two awards from network comprising 30,000- India’s largest passenger plus Amaron and PowerZone manufacturer for people retailers for a pan-India reach. This practices and vendor distribution edge has helped the quality system. Company sustain its competitive Construction dominance in the aftermarket progress of segment. third automotive battery plant at Nunegundlapalli Village, Our progress in 2019-20 Chittoor District. For Amara Raja, 2019-20 was
22 Annual Report 2019-20 Amara Raja Batteries Limited 23 Management Discussion and Analysis
• Bagged contract from leading replenishment process to channel raise its market share in select areas. and reduced the area required for OEs for their recent launches as partners for quick turnout of formation operations. It would be • Opened two Pitstops, taking well as for the upgraded versions claim settlements. replicated to other operating units the tally of international Pitstop of existing models to be launched as well. Li-ion: The team continued its count to 15. shortly. efforts to expand the market place • Introduced PowerZone and JPC We collaborated with machine These achievements will help with its lithium-ion packs, which (brand owned by Nissan). suppliers to make innovative was launched in 2018-19. While a modifications in pasting. This Amaron firm up its connect with OE • Launched Amaron in new number of customers accepted the significantly improved productivity players and grow its aftermarket countries. product for undertaking field trials, of machines. volumes subsequently. • Launched EFB range of batteries some placed direct orders for the in the markets. Private label: The team expanded product. This will give the Company On the safety front, we nearly its private label business by adding rich insight into the product, its • Continued programs like service doubled our capacity of the Dust good customers to this revenue application, its challenges and the training, dealer meets and plant and Fume Collection System to cut vertical, which will translate into overall market opportunity, and visits. down on air pollution. The team increased volumes. also help explore opportunities to aligned the operations with the At the facilities: Our operations backward integrate in the same global POKAYOKE tool – a mistake team worked toward improving • Secured a sales and marketing business space. proofing mechanism – to make internal efficiency to raise man- license from an MNC operating in the working environment safer machine productivity, better product India. HUPS: The team took its home UPS and healthier. It also incorporated batteries to the power-deficient performance and enhance customer • Became a preferred supplier to engineering control in critical pockets of India and the effort led to experience. major STUs in India. machines to ward off accidents. a higher sales volume. In 2019-20, the team identified ways Aftermarket: The Company During the year under review, International market: In the to improve plant operations. Besides Recognition in 2019-20 strengthened its aftermarket the Company invested heavily in international markets, the automation solutions, it implemented • Received two awards augmenting capacities. presence by beefing up its Company’s products gained traction more than 100 projects under various from Maruti Suzuki distribution network that led in a number of geographies, initiatives such as like TPM, Lean Six Limited for people • A third unit at its Chittoor facility practices and vendor to additional volumes. A host resulting in an increase in export Sigma, 5S, Suggestion Scheme and for manufacturing batteries for quality system. of initiatives were launched to volumes. It emerged as the largest Energy Management Projects. These passenger cars will go on stream • Received the 5S entrench its presence in the Indian automotive battery exporter in India initiatives led to higher productivity, by the end of 2020-21. Sustenance Award for markets. lower scrap generation, improved and was awarded as the ‘Largest two plants under the • It added more lines at its two- Exporter’ by the Export Promotion product quality, lower energy Automotive Battery • Conducted the Franchisee council in the Electrical category. consumption and cost optimisation. wheeler battery plant for serving division. Customer Executive (FACE) Amaron has emerged as the fastest The saved cost was ploughed back into the demand from OE alliances • Received the Total Training Program across the growing brand in the ASEAN and the the system for technology upgrade. forged in 2019-20. Productive Maintenance country. About 925 participants Middle East markets. • A capacity enhancement project Award from JIPM, Japan The team introduced the automated for two manufacturing from sales and service were has been launched at its tubular With an eye on mid-term, the guided vehicle solution at one of facilities. benefitted. battery unit to meet the demand Company continued to seed its its units in the formation area. • Strengthened the warranty for home UPS applications. presence across geographies and It improved people productivity
24 Annual Report 2019-20 Amara Raja Batteries Limited 25 Management Discussion and Analysis
• Audi India plans to launch nine the first time since 2016-17. While million vehicles are sold every year Our prospects new models, including sedans passenger car volumes slipped over over the last 4-5 years. This provides and SUVs along with futuristic 23%, utility vehicle sales grew by a large and growing aftermarket Automotive sector e-tron electric vehicle (EV) from 0.48% on the back of by launches opportunity for batteries. In addition 2019 onwards. like the Kia Seltos and MG Hector. to being a large market, it is a • MG Motor India to launch MG ZS lucrative space for the following The last 15 months have been Why did the automotive sector also bring down gross vehicle Worryingly, 2019-20 sales were EV electric SUV in early 2020 and reasons: somewhat of a nightmare of continue to slide? weights in India at par with that also down on 2015-16 sales figures, plans to launch affordable EV in sorts for the Indian automotive of other markets. reflecting a 5-year low. While the • B2C nature of business The decline in the automotive sector the next 3-4 years. industry. The industry, one of the buyer sentiment has been low is a fallout of multiple events coming A reputed research house said • Better pricing power with key employment generators and • Hyundai plans to invest $1 billion since the beginning of 2018-19, the up close on the heels of one another, the slowdown in the sector is very diffused customer base a significant contributor to the by 2020. switch to BS-VI emission norms on impacting customer confidence. The different from those the industry • Demand for higher quality and economic progress, witnessed its • SAIC Motor has announced to April 1, 2020 brought its own set of factors behind the decline can be experienced earlier. The slowdown performance worst slowdown in 2019-20 with invest $310 million. complications which hampered sales summed up as: needs government intervention to domestic sales plunging nearly 18%. significantly. correct itself. • Mercedes Benz has increased With cities getting increasingly • Cost of vehicle ownership went the manufacturing capacity of its congested, growing vehicle The Society of Indian Automobile The Covid-19 pandemic and the up largely because of an increase Several auto makers , however, have Chakan Plant to 20,000 units per population and the government Manufacturers (SIAM) showed that related lockdowns at the tail-end in fuel prices, higher interest rates expressed their intention to invest in year, highest for any luxury car imposing emission norms, the the cumulative sale of domestic of 2019-20 only compounded the and a hike in vehicle insurance India’s automotive industry. Some manufacturing in India. start-stop-start action of vehicles passenger vehicles, commercial grave situation. March, traditionally costs. of the recent/planned investments is expected to increase which will vehicles, three-wheelers and two- a month of strong demand, saw and developments in the automobile 2) Passenger vehicles strengthen the demand for quality wheelers sales stood at 21.55 million • The NBFC crisis resulted in a sales nosedive 51% from the same sector in India are as follows: batteries in the aftermarket segment. units in 2019-20 as against 26.27 severe liquidity crunch, almost India was the favourite destination period a year ago. drying up credit for dealers and of multinational car manufacturers India is the fifth largest car market million units a year ago. • Force Motors planned to invest customers. before the slowdown. The annual Going forward: The prospects in the world . India’s continuous C600 crore ($85.85 million) to Exports provided marginal relief sales of passenger vehicles were for the current year, in terms of rise in the league will strengthen • Customers postponed purchase develop two models over the next with a meagre growth of 2.9%. increasing consistently through the new vehicle sales, do not appear the aftermarket segment battery of vehicles for the onset of the two years. demand over the medium term. Overall exports in the fiscal stood Bharat Stage (BS)-VI emission last five years. India was expected encouraging owing to the fast • Morris Garages (MG), a British at 4.77 million units as against 4.63 standard vehicles. to overtake Japan and Germany and spreading pandemic and the automobile brand, announced In the immediate near-term, battery million units from FY2018-19. emerge as the third-largest global extended lockdowns imposed to • The new axle load norms on the plans to invest C3,000 crore makers could witness replacement car market after the US and China. contain this disease. The resultant commercial vehicle industry will ($429.25 million) more. demand driven by an upsurge But the slowdown in the automobile job losses, enterprise shutdowns in the aftermarket demand for sector has changed the scenario. and salary cuts have significantly replacement of old and discharged The downslide for this segment tarnished customer confidence. batteries. started in July 2018 and continued As such discretionary expenses, ever since. which also covers purchase of a 3) Two-wheelers passenger vehicle, will be sent to The shaky macro-economic Sales of passenger vehicles, the backburner for some time. It environment in the country saw comprising cars, utility vehicles and is expected that green shoots of two-wheeler volumes falling by vans, suffered a 17.8% degrowth vis- demand growth should emerge 17.76% from 21.18 million units in à-vis the 2018-19 sales. According to towards the later half of the current 2018-19 to 17.42 million in 2019-20. SIAM, cumulative PV sales in 2019- financial year. 20 stood at 2,775,679 units, dipping Exports provided a silver lining to the below the 3-million-unit mark for Aftermarket: In India, about 2.5–3 prevailing gloom growing by more than 7% over the previous year.
26 Annual Report 2019-20 Amara Raja Batteries Limited 27 Management Discussion and Analysis
Recovery in markets such as Africa, in April 2018. Both AHO and ABS as well as electric three-wheelers Business strategy market share and continue to has drawn up a roadmap designed Latin America, Central America, would result in higher consumption including e-rickshaws and electric acquire more. The brands operate to sustain its growth momentum The automotive battery business Africa and Southeast Asia has helped of battery power, reducing the two-wheelers. It also focuses on in market segments of automotive, over the medium term. It covers has developed preferred brands like Indian two-wheeler companies to battery life, which would eventually the establishment of charging two-wheeler and inverter batteries. geographic expansion, new Amaron and PowerZone. Both the expand their presence further and result in higher battery sales in the infrastructure across multiple cities. products and applications, and new increase their export volumes. replacement market. brands have garnered significant The automotive battery business 5) E-rickshaws technologies and processes. • Increasing penetration of The domestic electric two-wheeler advanced digital speedometers The Indian electric rickshaw segment had a successful 2019-20. in two-wheelers boosts demand market has witnessed significant Electric two-wheeler sales in India in for automotive batteries in the growth in recently, owing to 2019-20 registered a growth of 20.6%, replacement market. rising environmental awareness, Geographic Leverage new Expand product Continue to grow compared to the 2018-19 figures. expansion technologies offering in India Also, new variants introduced government incentives and Going forward: Credible sources by two-wheeler OEs are based implementation of stringent suggest that the two-wheeler on battery-based ignition (akin regulations to curb environmental • Strengthen and • Use of advanced • To meet various • Build leadership market, in terms of new vehicle to passenger vehicles). This degradation. expand operation plate making emission across categories technologies, sales, will be faster on the rebound. has graduated batteries from in identified and Cafe’ and markets Analysing the dominance of electric in terms of This optimism is based on the an important part to a critical markets in the norms, vehicle rickshaws, which cover 80% of punched grids, • Strengthen brand presumption that the average Indian requirement. Indian Ocean manufacturers the EV market in India, Frost and across product equity, as a who hitherto used public or share Rim. are using unique Sullivan has said in a recent report categories. vehicle for future transport for this daily movement 4) E-mobility technologies, that e-rickshaws in India will grow to • Move towards that necessitates growth would now, owing to safety and The Union government is trying to • Cater to the 1 million units by FY2025 from 0.4 internationalisa- advanced battery health compulsions due to the growing encourage the adoption of electric million in FY2019. Around 72% of the tion of the export Covid-19 pandemic, shift to a two- demand for technologies mobility to reduce the dependence electric rickshaws plying on Indian business wheeler. Low interest rates could energy storage on crude oil imports and bring roads providing last mile mobility • Emerging lure him into making the shift. solution from the down pollution across cities. solutions to in Tier II and III cities, are • Forge applications With its cleaner carbon footprint International renewble energy Aftermarket: India is one of the 0-2 years old and approximately 98% in e-space; and reduced localised pollution, tie-ups to expand sector. largest two-wheeler market in the of them are powered by lead acid E-Rickshaws & e-mobility can serve as a solution. and hedge world, adding more than 15 million batteries. It presents an interesting E-Autos. existing business vehicles annually to the wheels- opportunity for us. Though the Indian Government operations on-the-street inventory for the laid out a broad plan in 2013 with last 3-4 years. Between 2012 and the ‘National Electric Mobility 2018, over 124 million bikes were Mission Plan (NEMMP) 2020’, By 2040, more than half sold in the country, creating a huge e-mobility has seen better traction of all new car sales in the aftermarket opportunity. in the recent times with the Phase world and a third of the battery team would continue to opportunities, both in India and in 2 of the FAME (Faster Adoption planet’s automobile fleet Progress agenda for 2020-21 Further regulatory requirements and Manufacturing of Hybrid and -- equal to 559 million improve its prospects in all its the global markets. have only enhanced the aftermarket Although the slump in the Electric vehicles) rolled out on vehicles -- will be electric, verticals. While the projects team opportunity for quality batteries: automotive market is likely to Improving internal efficiencies and 1st April 2019. The second phase according to a global would focus on commissioning new outlook published by continue this year, leading to a introducing automation solutions • In April 2017, the government aims at boosting electric mobility capacities in all products – four- Bloomberg New Energy reduced OE demand, the Company will continue to be a high-priority mandated the use of AHO and increasing the number of wheeler batteries, two-wheeler Finance (BNEF). It expects will use this period to prepare itself area for the team. Having received (Automatic Headlight On) in two- electric vehicles in commercial EVs to comprise about 7% batteries and tubular batteries – the for a resurgence when the tide and the TPM award for one operating wheelers. The government has also fleets. This includes buses using EV of vehicle sales in India by business development team would economic winds turn favourable. plant, the team plans to replicate mandated ABS braking system technology, electric, plug-in hybrid, 2030 and 27% in 2040. sharpen its expertise on identifying in all new >125 cc two-wheelers and strong hybrid four-wheelers this success in other units too. In the interim, the automotive and capitalising on growth
28 Annual Report 2019-20 Amara Raja Batteries Limited 29 Management Discussion and Analysis
One of the largest The Industrial Battery Division Our progress in 2019-20 The High Wattage variant in Amaron global installation of powers telecom equipment, UPS, Quanta developed three years Lead Acid based The Company performed well during railways and solar and motive back for data center applications Energy Storage the year despite subdued growth in Solution power sectors. Amara Raja’s world- emerged as the most-preferred Industrial some of the customer segments. It powering a class facilities located at Tirupati battery among major customers. university could have been even better if the and Chittoor, benchmarked to the campus in Covid-19 pandemic hadn’t affected Battery Division Africa… ISO 9001, ISO 14001, BS OHSAS The growth in data centers, IT& the year-end closing sales in March 18001 and EnMS 5001 standards, ITeS and government initiatives 2020. manufacture batteries ranging from to push local manufacturing has fueled demand for batteries driving 7 Ah to 6,000 Ah capacity. In the market place: The slowdown the product vertical to register a in battery demand continued in The Company largely handles the double-digit growth, some of the the telecom sector for the third business on B2B basis to serve most significant achievements of the consecutive year. Despite this, customers like telecom operators, Company in the segment during the the division performed well and tower companies, UPS OEMs, power year were: increased its market share. Some of utilities and solar integrators. The the considerable achievements of Company has a strong distribution • Consolidated its position as the the Company in the telecom sector network covering 130 AQuA channel most preferred battery supplier during the year were: partners across the nation to serve for UPS applications. the replacement markets of UPS • Regained dominance in battery • Expanded the distribution batteries. The sales team is aptly supply to India’s largest tower network by adding 10 AQUA supported by a network of 120 company. partners across India. SWEAR service partners in addition • Commercialised the Fixed Energy • Expanded the product range to its own personnel. Cost Model (FCM) by managing with the competitive range of SVRLA batteries and superior The Company brand’s Amaron more than 500 sites for a leading performance tubular batteries. Quanta®, Amaron Volt®, telecom operator. Amaron Sleek®, Amaron • Improved SLAs (99.998% • Strengthened preferred supplier Brute®, Amaron Solar uptime) in site operations and status with all major UPS OEMs in and Power Stack® are maintenance services, leading India. well recognised and to customer satisfaction and In the Solar and energy storage accepted by the preference. solution space, the Company customers both • Bagged the first order of single- launched long-warranty variants in domestic and site installation of 500 KWh for LiB of Amaron Solar Tubular and VRLA international solution for the switching center series. The product basket now segments. of a major telecom operator. covers the complete range of 2 Volt & 12 Volt VRLA and tubular range In the UPS sector, the Company’s of batteries to suit all applications in performance was particularly renewable energy space . This will heartening with the strengthening widen the Company’s prospects with of credentials at major UPS OEMs the rise in green energy. and in the fast-growing data center segment. Its growth exceeded the industry average, increasing the market share.
30 Annual Report 2019-20 Amara Raja Batteries Limited 31 Management Discussion and Analysis
• Upgraded infrastructure and The Company sustained its lockdown gave a new lease of life to have started making big strides with improved processes to further efforts toward energy efficiency, the industry with a massive surge the spurt in data consumption. The reduce the turnaround time taken productivity improvement and in data usage. Millions were able to cloud computing and edge data in resolving issues – living up to waste reduction, leveraging global buy essential commodities, make center technologies are increasingly its credo, ‘Gotta be a better Way’. concepts like TPM, Lean Six financial transactions, watch movies, being adopted across businesses • Installed 22 Battery Revival Sigma, 5S, Quality Circle Projects, catch up with news, and work from as well as consumers adding to the Centers across the country to Suggestion Scheme and Energy home only because of reliable demand for batteries. reduce the time taken to respond Management Projects. telecom networks. Mobile telephony: Improved device to site complaints resulting in a significant improvement in In addition to significant cost Telecom networks are clearly at the penetration, affordable data tariff customer satisfaction. savings, these projects are an heart of Amara Raja’s digital future. plans and increased data-intensive important employee engagement While most sectors are saddled by content such as videos are driving • Strengthened support at the tool that continued to bind the terrible slump in business, telecom the growth of mobile telephony in-house call center facility for workforce into a cohesive team. is slated to grow by 15-20% even in India. Mobile data traffic is speedy response. in the midst of the economic growing as more Indians spend time • Located residential engineers “….harnessing Solar energy” Our prospects slowdown. As data usage skyrockets, streaming videos, which is expected and established stock points in Batteries for telecom sector focus to improve rural coverage and to account for 75% of the overall The Amaron Brute Hi Life Batteries warehousing facility at Sharjah, remote areas to serve customers. launch of 5G can increase the power mobile traffic by 2024. Estimates became the preferred choice among UAE, through a subsidiary. India’s telecom sector, which has requirement at towers. suggest that the total mobile data Indian fleet rental companies in • Strengthening distribution At the facilities: In the been grappling with huge debts manufacturing facilities at Chittoor traffic per month will record a CAGR the Forklift truck market, which is business by expanding network and massive regulatory headwinds Batteries for UPS applications and Tirupati, the Company of 23% from 4.6 exabytes in 2018 skewed towards electric vehicles in across Africa, the Middle East and for the past few years, has received worked relentlessly on improving to 16 exabytes in 2024. India. the Asia-Pacific regions. investments of more than C1.42 India’s UPS market size is around $1 efficiencies, product quality and billion and it is expected to continue In the Railways, the Company • Initiating supplies to UPS OEMs lakh crore in the last six months. India’s IT industry optimizing the cost structure. Some growing because of the digital further strengthened its market share for their regional requirements All the four mobile operators have contributed around 7.7% of the important improvements transformation sweeping through in VRLA battery supplies for various in the Middle East, Africa and the received some form of funding, to the country’s GDP implemented include: the country. applications to the Indian Railways, Asia-Pacific. which indicates that the investor and is expected to • Improved productivity at the confidence has not waned out. contribute 10% to aided by 100% conversion of train • Retaining preferred brand Data Centers: A move toward formation area of the MVRLA plant the GDP by 2025. lighting applications to VRLA. position for Amaron Quanta a connected, inclusive digital by redesigning the water tubs. More than 50% of the Indian market The Company also became part of in Nigeria for UPS and HUPS is still not connected by data economy means more and more • Installed an automation solution at the prestigious NFS project for the applications. services. Those who have access to data is being generated across the packing and finishing area of supply of VRLA batteries in building the internet, are consuming data various platforms as well as In the international energy storage the MVRLA unit. This solution will a robust communication network like never before. The Covid-19 accessed by more people using market place, the division supplied be horizontally deployed across all covering 342 sites for the defense pandemic and the consequent mobile technology. Data centers and commissioned the world’s largest the plants. segment. This has been one of lead acid Energy Storage System the largest projects in developing with a cumulative installed capacity Recognition in exclusive communication network of 37.83 MWh at three locations of 2019-20 for the defense sector. Africa, powering entire university Received the 5S campuses through solar and battery. Amara Raja aggressively pursued 16+ Sustenance Award Improvement opportunities in key international On the services front: The Company for two plants under suggestions received markets and made significant the Industrial Battery undertook important process and per employee during inroads by. system improvements in its after- 2019-20 division • Launching commercial sales customer support, which operations at its first overseas include:
32 Annual Report 2019-20 Amara Raja Batteries Limited 33 Management Discussion and Analysis
Battery Energy Storage opportunity “When you upload photos to Facebook, send photos on WhatsApp, back up your phone to ‘the cloud’, send an email through Gmail, or save a document in a storage application like Dropbox or Google Drive, your data is being saved in a data center. These data centers are airplane hangar-sized warehouses, packed to the brim with racks of servers and cooling mechanisms. Depending on the application you are using you are likely to hit one of Facebook’s, Google’s, Amazon’s or Microsoft’s data centers. Besides those major players, which we will call the ‘hyperscalers’, many other companies run their own data centers or rent space from a colocation center to house their server racks”. “According to a study in 2018, the all data centers across the world together consumed 205 terawatt-hours of electricity, that is about 1% of all electricity consumed globally. This is expected to grow to 8% of the world’s electricity consumption by 2030.” The data center market today in India has 8.2 million sq ft built-up area witha capacity of 350 MW and it is poised to double quickly with revenues growing 3 times in the same period. Demand drivers like 573 million mobile data users, exploding data usage (28 times in 2014 -2018), drive for data localization and 5G will boost Batteries for motive power per million people is very low and fact of India being a significantly data storage needs further. it is significantly low in India at large captive user of batteries has Unlike developed economies, the approximately 10 lift trucks per worked in its favor in rolling out usage of Fork Lifts/Pallet Trucks Source: https://www.datacenterknowledge.com, JLL report and Wikipedia million as against 273 in China and technologically superior and cost- in India has been limited owing to 693 in North America. This certainly competitive batteries for global Thegovernment initiative announced by the Hon’ble Prime Behind the meter requirement traditional practice of usage of labor offers a huge legroom for growth in requirements. to computerize its various Minister will significantly drive the of energy storage at residential, for goods movement as well as very the Indian market. departments coupled with the demand for energy storage systems commercial and industrial locations little adoption of palletization. Business strategy National e-Governance Plan is in India. is expected to witness faster Prospects in international expected to boost the demand adoption with the likely introduction However, things are changing, Amara Raja industrial batteries Other drivers like one of the lowest markets for low-end UPS systems. of differential tariffs will further driven by increased labor cost, continue to be the most preferred RE tariffs in the world, reforms in Infrastructure push on Airport drive growth in the energy storage mechanization of processes and Increased preference for Indian choice in industrial batteries and power tariffs, Renewable Purchase expansions, Metro Rail, smart cities, needs. more and more adoption of vertical engineering products in the global holds a high market share in all Obligations (RPO), solar parks and and banking, financial services and rise in storage boosting the need for markets and rapid adoption of segments of business operations. mini grids promise a significant insurance (BFSI) are adding fuel to Fork Lifts and Pallet Trucks. successful business models of While continuing to grow the jump in demand for battery energy the UPS business growth in India. India in segments like telecom business in India, the strategic storage. The motive power battery is driven (tower companies, fixed energy roadmap of industrial battery Manufacturing Sector: with by the needs of the manufacturing cost model) UPS (India as a business highlights geographic Increased renewable component increased impetus to local sector, warehousing/e-commerce manufacturing base for global expansion, new applications, in overall energy generation mix manufacturing and intensifying The data center and preference for electric vehicles markets) and the renewable energy new processes and new of India necessitates the need for focus on pharma, chemical and food outsourcing over their diesel variants specifically storage are set to offer tremendous technologies to emerge frequency stabilization and also processing sectors, India is expected in segments like pharma and food opportunities. as a credible global handle peak demand in morning market in to rank among the top three growth processing. supplier for energy and evening hours, driving the India, pegged economies and manufacturing Close on the actions initiated by the storage products need for energy storage. The recent at $2 billion, The adoption of electric vehicles for destinations of the world. Chinese government a few years and services. changes in the tender specifications is projected to forklift will continue to grow with back to ensure HSE measures in Batteries for Solar and Energy call for peak shaving (2 to 4 hours record 25% CAGR more and more conversion of diesel manufacturing and reduced play Storage Sector of back up) in addition to grid to reach $5 billion vehicles to electric vehicles, adding in global requirements of lead acid stabilization (15 minutes backup) to the battery requirements. Among batteries, India has turned out to be The government’s earlier RE targets by 2023-24. also will drive for bigger energy most of the emerging regions of a preferred destination for sourcing, of 175GW which was further storage needs. the world, the adoption of lift trucks apart from Vietnam. The undeniable enhanced to 450 GW by 2030 as
34 Annual Report 2019-20 Amara Raja Batteries Limited 35 Management Discussion and Analysis
quality and plant productivity to The division will work on raising aspects, improving Geographic Tapping emerging Expand product Continue to grow cater to the enhanced volumes. In the standard of its medium VRLA systems and processes expansion applications offering in India addition, it will focus its energy on facility to participate in the TPM and enhancing the absorbing the new plate-making Excellence Awards in 2022. This efficiency and • Continue to • Focus on • Strengthen the • Maintain the technology which is expected to be would necessitate intense training reliability of the expand the capitalizing on MVRLA product current market introduced this year. to the workforce on technical equipment. distribution and opportunities in portfolio using positions in local presence in motive power in advanced Telecom, ME, Africa and India and in the plate making UPS, Railways SEA. IOR region. technologies and grow the to support the business in Power • Participation in • Cater to the business growth Control Global sourcing growing in global markets requirements demand for of UPS OEMs energy storage • Product to after becoming solution from the Solution preferred supplier renewble energy offering in for their Indian sector. various business operations segments to cater to changing needs.
Progress agenda for 2020-21 its reach further to consolidate regions by strengthening the teams its position as the most preferred and product portfolio. The focus Even as the Indian economy is battery for the data center industry continues to be on the markets in the expected to take time to heal the in India, while continuing to track Indian Ocean Rim – Africa, Middle bruises inflicted by the global and tap the opportunities emerging East Asia and South East Asia. pandemic, some of the sectors for out of the government’s large industrial batteries like telecom and Increasing efforts by global stimulus package for reviving the data centers are expected to register companies to de-risk their supply economy in the post-Covid scenario. a healthy growth this year. The chains in view of the Covid-19 Company looks forward to capitalise Supported by the complete range of pandemic will lead to diversification this emerging opportunities to competitive products and aggressive of their sourcing origin, creating ensure the growth momentum. market strategies, the division would opportunities for Indian like to strengthen its presence in the manufacturers, and the Company is The Company will continue solar segment. pursuing these opportunities with a aggressively to pursue growth focused approach. opportunities in telecom by offering While Covid-19 continues to pose complete solutions and providing some restrictions to access the At the facilities more services to more towers. international customers, the division The Company would work plans to pursue the opportunities The Company plans to increase concurrently to enhance product aggressively for the targeted
36 Annual Report 2019-20 Amara Raja Batteries Limited 37 Management Discussion and Analysis
EFB product Range for Idle Start Stop Speciality paste additives to enhance curing Application and formation process performance
Advanced Lead Acid Batteries for upcoming Innovative Plate making technologies to new applications conserve the Raw materials Innovation and Graphene based lead acid batteries for the Advanced friction resistant coating techniques existing tough applications for the Battery assembly process Technology
Technology
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