0

AMARA RAJA BATTERIES LIMITED

TRAINING REPORT ARGMP10

SUBMITTED BY:
Manoj Kumar B
EMP CODE: 2500180
GET- IBD MARKETING (Direct)
R.O.HYDERABAD

SYNOPSIS
Contents

Page No.

1. Introduction

2-10

2. Profile of the company

11-15

3. Profile of the Home department

16-19

4. Learning in Home department

20-27

5. Processes

28-33

6. Quality standards

34-36

7. Learning in Cross-functional

37-49

8. Conclusion

Introduction
INTRODUCTION:

50

The technocrat entrepreneur Sri Rama Chandra Naidu Galla, hailing from Chittor Dist of
Andhra Pradesh has done MS in Control systems at Michigan University, USA. He started his
career as an engineer in the USA, worked for 17 years specializing in the areas of UPS systems,
battery chargers and batteries has promoted Amara Raja Batteries as a private limited company
in the year 1985 by the inspiration of his uncle Mr.P.Raja Gopal Naidu, to manufacture Value
Regulated lead Acid (VRLA) Batteries for the first time in India established in Rayalaseema
region of Andhra Pradesh to develop this region.
Amara Raja Batteries Ltd. a Joint Venture with Johnson Controls Inc., USA as the largest
manufacturer & supplier of VRLA Batteries in the Indian Ocean Rim. Amara Raja having
pioneered the application of MF-VRLA (Valve Regulated Lead Acid) battery technology in India 2
decades ago, Amara Raja has its world-class manufacturing facility in India has Quality
Certifications ISO-9001, ISO-14001 & TS-16949 accredited. The superior quality Hiperformance VRLA AGM Technology PowerstackTM, Amaron Volt, Amaron QuantaTM &
PowersleekTM brand batteries with unique features are manufactured in the range from 4.2Ah 6150Ah. Amara Raja is among worlds top 10 Stationary Battery manufacturers in terms of size
and revenue as per Frost & Sullivan Analysis.
Amara Rajas VRLA batteries with a proven track record and wide acceptance in the arena of DC
power backup provide backup power to various critical standby applications in sectors like
Telecommunications, Solar, Power Generation, Transmission & Distribution, Oil & Gas, UPS,
Information Technology & ITES, Banking & Financial Institutions, Hospitality, Manufacturing &
Process Industries, Railways, etc. Amara Rajas AGM VRLA batteries are deployed in diverse
urban and rural environments in India, Australia, Bangladesh, Cambodia, Indonesia, Nepal, Sri
Lanka, Taiwan, Vietnam, Afghanistan, Qatar, Saudi Arabia, UAE, Ethiopia, Ghana, Kenya,
Nigeria, South Africa, among other countries.
Proven by technology, reliability and unmatched performance, Amara Raja is powering ~43% of
the Indian telecom networks (150,000 BTS towers out of 350,000 BTS Towers). Amara Raja is
the preferred choice in BTS & MSCs, Hybrid solutions, Backbone networks, Data Centers etc.,
and undersea cable links connecting Singapore & Dubai with India for major users like BhartiAirtel, BSNL, Chungwa Telecom, Solar Power Plants at Taj Mahal, Indias Presidential Palace,
some free-trade zones in UAE, ONGC Offshore Oil Platforms, Indian Powergrid & Rail networks,
etc. In Africa, Amara Rajas batteries are deployed in telecom networks of MTN - Ghana, MTN
Benin, Airtel-Zain (Celtel) Nigeria, electrical substations of NIPP-NDPHC, Nigeria, solar
installations in Ethiopia, Kenya and other countries and the performance is quite satisfactory.
The Companies corporate head quarters situated based at Hyderabad

About Amara Raja:

Amara Raja believes in influencing and improving the quality of life by building institutions that
provide better access to better opportunities, goods and services to people all the time. With
innovative engineering, research and design, Amara Raja has grown with partnerships and
information sharing with world leaders.

Amara Raja is commited towards latest generation technologies by developing and

manufacturing globally competitive, customer focused products of world class quality and
responsibly introducing these products into relevant markets.

MANAGEMENT:

RAMACHANDRA N GALLA
Chairman
Amara Raja Batteries Ltd.

Dr. Rama Chandra N. Galla is the Patriarch of an illustrious business family of Andhra Pradesh,
Gallas, who have established a name for themselves by successfully setting up Amara Raja Batteries.
Born in 1938, Dr. Rama chandra Galla is an Electrical Engineer from S.V. University, Tirupati and has
to his credit Masters degrees in Applied Electronics, Roorkee, India and Systems Sciences, Michigan
State University, USA.

Dr. Galla started his career as an Electrical Engineer in US Steel Corporation, USA moved on to
Sargent & Lundy, USA as a Consulting Engineer for the Designing of Nuclear & Coal Fired Power
Plant. He initiated various projects in these corporations & mastered the ropes of this competitive
business in a very short time. However, he soon discovered that his natural inclination was serving his
country and as a logical sequel he gravitated towards Chittoor his native place in India. Dr. Galla laid
the foundation of Amara Raja batteries in 1985 in Chittoor. With his intense zeal and highly focused
approach, he propelled Amara Raja Batteries in the top league of battery companies in India.
In his capacity as the Chairman, Dr. Rama chandra Galla has promoted and established the following
companies from the conceptual stage which are now well established and profit making:
Amara Raja Batteries Ltd
Amara Raja Power System Ltd
Mangal Precisions Products Ltd
Amara Raja Electronics Ltd
Galla Foods Ltd
Amara Raja Infra (P) Ltd
Amara Raja Industrial Services (P) Ltd

Dr Galla's finest hour as a businessman came in 1998 when he was presented BEST
ENTERPRENEUR OF THE YEAR 1998 by Hyderabad Management Association, Hyderabad. He

has been bestowed with honorary doctorate degrees from Jawaharlal Nehru Technical University in
2008 at Hyderabad & Sri Venkateswara University in 2007 at Tirupati. He has also been conferred
with THE SPIRIT OF EXCELLENCE award by Academy of Fine Arts, Tirupati, and various other
prestigious awards.
He is passionate about a corporates responsibility to society as well as championing eco-friendly
business practices. Dr. Galla has established various charitable trusts like Krishna Devaraya
Educational & cultural association (KECA), Rajanna Trust, Mangamma & Gangul Naidu Memorial
Trust. He is dedicated to rural development and improving the economic conditions of the farmers in
Chittoor District, Andhra Pradesh, India. KECA which was established in 1975 provides scholarship to
the poor and needy students to pursue their higher education. While Rajanna Trust that was
established in 1999 to construct check dams and deepening the tanks to improve the ground water
levels. MANGAL TRUST was established in 2003 to provide drinking water facilities, constructing
check dams & providing infrastructure facilities to Petamitta and surrounding villages.
A committed family man with wife, two children & grand children, he loves spending time with his
family and participating in society development project.

JAYADEV GALLA
Managing Director
Amara Raja Batteries Ltd.

Jayadev Galla (Jay) is the Managing Director of Amara Raja Batteries Limited (ARBL), a leading
manufacturer of Advanced Lead Acid batteries for Industrial and Automotive applications. ARBL is a
joint venture between Amara Raja group and US based Johnson Controls Inc. (JCI). JCI is a USD 35
billion conglomerate and the global leader in building efficiency, automotive interior experience and
automotive power solutions. The company owns the brand name Amaron which is the second
largest selling automotive battery brand in India today. ARBL is a widely held public limited company
listed on the National Stock Exchange of India Limited and the Bombay Stock Exchange Limited. The
gross revenue for the year ending 31 March 2009 is more than USD 300 mn.

Achievements

Spearheading ARBLs automotive batteries (Amaron) venture

Striking a partnership with JCI, U.S.A. for the automotive battery business

Winning the prestigious Ford World Excellence Award in 2004 achieved by meeting global
delivery standards. ARBL is the 3rd supplier from India to be given this award.

Posts and Responsibilities

Confederation of Indian Industry

o Young Indians National Branding Chair
o

Young Indians National Immediate Past Chairman

Young Indians Immediate Past Chairman - District Chapter Initiatives

Amara Raja Group of Companies

o

Managing Director, Galla Foods Limited.

Director, Amara Raja Power Systems Ltd.

Director, Amara Raja Electronics Ltd.

Director, Mangal Precision Products Ltd.

Director, Amara Infra (P) Ltd.

Director, Amaron Batteries (P) Ltd.

Director, Amara Raja Industrial Services (P) Ltd.

Permanent Trustee of the Rajanna Trust

o The Trust was established in 1999 and is dedicated to rural development and to
improve the economic conditions of the farmers in Chittoor District, Andhra Pradesh.
Among other things, Rajanna Trust has executed micro irrigation projects valued to a
tune of 1 million US dollars which has benefited over 2000 agricultural families

Advisory Member
o

Wockhardt Foundation

Jay holds a bachelors degree in Political Science and Economics from the University of Illinois at
Urbana Champaign, USA. As an avid sports lover, he has played chess and tennis at a competitive
level. He also enjoys golf, motor sports, diving, travel and pop culture in general. Married with two
children; in his leisure time he loves spending time with his family and participating in community
development initiatives.

Mission & History of the Company:

Mission, mantra, way of thinking, philosophy, what we live for call it what you want, you'll find it
below. Introduce yourself to the way we think.
"To transform our spheres of influence and to improve the quality of life by building institutions that
provide better access to better opportunities, goods and services to more peopleall the time."
Introduce latest generation technologies
Adapt these technologies to suit the operating environment
Develop and manufacture globally competitive, customer-focused products of world-class quality
Responsibly introduce these products into relevant markets
Provide world-class customer support

Milestones:
DEC 1985: foundation stone Laid for Amara Raja.
May 1992: Designed and implemented most Advanced Battery manufacturing facility in India.
FEB 1997: Received the ISO 9001 certificate.
DEC 1997: Signed JV with JOHNSON CONTROL and commissioned own plants and Tool room
section.
May 1999: QS 9000 Received.
APRIL 2001: Launched New CORPORATED LOGO.
SEP 2001: ISO 14001 Received.
MAR 1993: Supplies rolled out in Power station to APSEB and Telecom-VSNL
JULY 2002: Launched QUANTA.
AUG 1996: Commenced supplies of 1100Ah Batteries to Indian Railways for the SGAC coaches
MAY 1999: Approval from PGCIL commenced major supplies for ULDC Substations
SEP 2004: Launched AMARON PRO, GO and FRESH Automotive Batteries.

OCT 2004: OE agreement with Maruti Udyog Ltd.,

JUN 2005: OE agreement with Hyundai Motors.
AUG 2005: NK series limited edition batteries launch.
DEC 2007: Launched Power Zone
Launched New-look Amaron range with Amaron Black, Flo Batteries.
MAY 2008: Launched Amaron PRO Bike Rider 2W Batteries.

Achievements & Credentials:

Since the proof of the pudding is in the eating, take a quick look at some of the laurels we've
garnered in the short time that we've been around with.
Best Telecom equipment Manufacturer Award 2009 by BSNL

Quality Excellence Award for the year 2009 by INDUS Towers

Amaron is the preferred supplier to Daimler Chrysler, Ford and General Motors

Automotive Product of the year 2000 by Overdrive

Excellence in Environmental Management in 2002 by AP Pollution Control Board

Creative Advertiser of the year '02 by ABBY

Ford "World Excellence Award"

Ford Q1 Award

ISO-9001 in 1997RWTUV

QS 9000 in 1999RWTUV

ISO/TS 16949 in 2004RWTUV

Quality benchmarks

Best Business Practices as per JCI

ISO 14001 in 2002RWTUV.

Part of the world's largest battery manufacturing alliance - Johnson Controls Inc., USA.

10

Industrial Economist Business Excellence Award - 1991 by the Industrial Economist, Chennai.

Best Entrepreneur of the year 1998 - by Hyderabad Management Association.

Excellence award by institution of Economic Studies (ES), New Delhi.

Udyog Rattan -1999 by Institution of Economic Studies (ES), New Delhi.

Q1 Vendor Status by Ford India Limited - 2003.

World Excellence Silver Award by Ford USA.

The spirit of Excellence by Academy of fine arts, Tirupati.

Marketing offices & customer support centers

Chennai

Bangalore

Hyderabad

Delhi

Kolkata

Pune

Mumbai

Lucknow

Ahmedabad

Raipur

Bhubaneswar

11

PROFILE OF THE COMPANY

12

PROFILE OF THE COMPANY:

Amara Raja is a group with a commitment to achieving excellence in all its activities. By employing
latest generation technology and a clear understanding of current power back up requirements.
It has a fallowing group companies.
GROUP COMPANIES:
Amara Raja Electronics Ltd
Amara Raja Power System Ltd
Mangal Precisions Products Ltd
Amara Raja Batteries Ltd
Galla Foods Ltd
Amara Raja Infra (P) Ltd
Amara Raja Industrial Services (P) Ltd
Amara Raja Electronics PVT Ltd:

PCB Assembly (Through hole and SMT)

Located at Diguvamagham near Chittoor, in AP

Electronic products Assembly and Testing

Currently manufacturing Battery chargers, Digital inverters and trickle chargers

Amara Raja Power Systems PVT Ltd:

Situated at karakambadi HO in AP Design and development of Power Electronic products

Power electronics Systems Integration and testing

Magnetics Manufacturing Products:

Sl.No
1

Product Name
Conventional Charges

Applications
Power process Industries,
Power generation stations,
Seashore platforms.

Switch Mode Rectifiers (SMR)

Integrated power supply systems

(IPS)

Mangal Precision Products PVT Ltd:

Telecom Exchanges.

Signaling.
Telecoms.

13

Situated at Petamitta in Chittoor district in AP and karakambadi HO in AP

Fabrication of advanced sheet metal products and fasteners, plastic component and
compounds

Technological support - Nedschroef, Belgium

Amara Raja Batteries Limited

Amara Raja batteries limited is the flagship company of the group and has joint venture with Johnson
controls Inc (USA).The company is the largest manufacture of stand by valve regulated lead acid
batteries and a dominant player in the in the Indian ocean Rim. There are two divisions.
-Industrial Battery Division
-Automotive Battery Division
Products

INDUSTRIAL
AMARON SLEEK
AMARON QUANTA
AMARON VOLT
POWER STACK & New IP-Series

AMARON SLEEK
Amara Raja's Amaron Sleek is a high performance battery designed to meet the demands of a
wide range of industrial applications. The Amaron Sleek range is modular in structure and is capable
of accommodating a wide spectrum of capacities depending on the application. Major application
areas include Telecommunications, Power Utilities, Railways, Defence and other heavy Industries
The advantages of Amaron Sleek at a glance:
Design float life of 12+ years, classifieds as long life as per Eurobat Classification
Design to perform in harsh tropical conditions
Easily accomodated in standard 23" rack which are being used for existing power plant
Scalability of battery capacity can be done easily by appending each mono block
High Volumetric Energy Density for maximum power in minimal foot print area
Compliance to IEC 60896 - 21/22:2004 standards.

AMARON QUANTA

14

Amaron Quanta is not just another UPS battery; it is a UPS battery with a back-up for a back-up.
What does this mean? Well, our UPS battery is further backed by the world-renowned technology
that others cannot provide you with. Put simply, Amaron Quanta is the product of fail-safe, foolproof battery technology, produced and tested in our premier manufacturing facility and provides
several firsts for a battery of its kind.
The advantages of Amaron Quanta at a glance:
Unique heavy-duty, corrosion-resistant alloy for positive grids, to increase cyclic life in a
tropical environment
Lower internal resistance for superior high-discharge performance
Instacharge, a patented paste recipe for excellent charge acceptance
Aesthetically designed with a rugged Flappon terminal protector that prevents shorts
Compact, lightweight, factory-charged, explosion-resistant and environment friendly
Clean and sleek looks.
AMARON VOLT
Amara Raja's Amaron Volt is a high performance battery designed to meet the demands of a wide
range of industrial applications. The Amaron Volt range is modular in structure and is capable of
accommodating a wide spectrum of capacities depending on the application. Major application
areas include Telecommunications, Power Utilities, Railways, Defence and other heavy Industries.
The advantages of Amaron Volt at a glance:
Design float life of 20+ years
Time tested & high end VRLA Technology for Telecom Networks
Best in class Deep Discharge - Quick Recharge Characteristics
Unbeatable performance in offering highest cycles for most competitive TCO
Most suitable for PSOCoperatons to suit demanding applications
Certified for IEC 60896 - PART 21 & 22 and IEC 61427
Complies to IEEE 1188 & 1189 & Telcordia SR4228
POWER STACK
Amara Raja's Powerstack is a high performance battery designed to meet the demands of a wide
range of industrial applications. The Powerstack range is modular in structure and is capable of
accommodating a wide spectrum of capacities depending on the application. Major application
areas include Telecommunications, Power Utilities, Railways, Defence and other heavy Industries.
The advantages of Powerstack at a glance:
Design float life of 20 years
Proven performance in harsh tropical conditions
Deep discharge capabilities
Unbeatable track record in applications across heavy industries
QS 9000 - accredited across all functional areas and businesses ranging from
manufacturing to services
World class ISO 14001 accredited facility
Powerstack comes to you with all the backing, advantages and technological advancement of Amara
Raja to provide all the power requirements that heavy industries crave.

15

APPLICATIONS:
Telecom:
Our Batteries power:
Almost half of BSNL / MTNL exchanges
70% of the Private Basic Service providers' exchanges
More than 70% of the Cellular service providers' exchanges
Our prestigious telecom customers include:
All ITI plants for In-house and switch requirements
BSNL / MTNL
All NT Switch OEMs viz., Lucent, Alcatel, Siemens, Nokia, Ericsson etc.,
All C-DOT switch OEMs viz. BEL, BHEL, CGL, UTL, etc.
All private Basic and Cellular service providers
All Network Integrators

Railways:
ARBL pioneered the use of maintenance-free batteries in the Indian Railways.
Over 50 % of Indian Railways' II and III Tier self-generation Air-conditioned coaches are powered by
ARBL.
Over 40% of Railway's Signaling and Telecom power supply solutions are provided by ARBL.

AUTOMOTIVE
Amaron Pro
Hi-way
Flo
Go
Fresh
Optima
Shield
Black
Harvest
Pro-Bike Rider.

16

PROFILE OF HOME DEPARTMENT

Home department Activities:

Industrial batteries division is the one of the biggest department in the Amara Raja Group.
There are two major sectors.

17

IBD-Direct Business
a. Telecom
b. Railways
IBD-Channel
IBD Direct business: In this department the business will deal directly with the customer,
means there is no any agent or dealer.

a. Telecom:
Telecom is one of the highly emerging and competitive sector. Telecom business is the major business
for us, in telecom business marketing engineer has to maintain good relation with O&M team,
Networking team, SCM and commercial team. Marketing engineer has to Coordinating with

O&M

head and O & M manager for their sites rollouts and projections according that he has to coordinate
with commercial team/SCM for orders.
1.

Marketing person has to maintain total competitor information (orders, pricing, product
performance etc...)

Major customers: 1. INDUS

2. BSNL
3. WTTIL

3. Bharathi Airtel
4. Vodafone Essar
5. Idea
6. Aircel
7. Reliance

Major competitors: 1.Exide

2. HBL
3. Microtex
4. Energy leader
5. NED

b. RAILWAYS
Approvals & Specification;
1100AH (RDSO/PE/SPEC/D/TL/0009-99):

18

Presently ARBL, HBL, EXIDE are the Part-1 vendors by RDSO.

500AH (IRS93/96(A):
Recently we got the part1- approval From RDSO. With this we can supply 300 Ah 400 Ah
500 AH as per RDSO spec IPS93/96(A), 120 Ah approvals is under process.
Major competitions In Railways:
IBD: 1. HBL
2. EXIDE
Research Designs and Standards Organization (RDSO):
RDSO is headed by a Director General. The Director General is assisted by Additional Director
General, Sr. Executive Directors and Executive Directors, heading different directorates. Different
major directorates of RDSO is as per below.

EMU & Power Supply

Quality Assurance

Signal & telecommunications

All the Zonal railways will work under the guidelines of RDSO.
16 Zonal Railways and CORE under RDSO:
1. Central railways...Mumbai
2. Eastern railwaysKolkata
3. Northern RailwaysNew Delhi
4. N.E.RailwaysGorakhpur
5. N.F RailwaysMalegaon
6. Southern RailwaysChennai
7. S.C.RailwaysSecunderabad
8. S.E.RailwaysKolkata
9. Western RailwaysMumbai

19

10. East coast RailwaysBhubaneswar

11. North central Railways...Allahabad
12. South East Central RailwaysBilaspur
13. South West RailwaysHubli
14. West central RailwaysJabalpur
15. East Central RailwaysHajipur
16. North West Railways...Jaipur
17. Central Organization of Railway ElectrificationAllahabad

20

LEARNING IN HOME DEPARTMENT

21

Home department learning

UNDERSTOOD ABOUT.

Sales Process of ARBL.

ARBL Formats - Offer / POCL / Payment Collection / Bills

How to Sell (Marketing Techniques)

Customer Relationship

PPS , LC & SOP etc

IBD Marketing & Sales: Direct Business

Main Abbreviations
1. PO: Purchase order
2. POCL: Purchase order checklist
3. RO : Regional office
4. BO : Branch office
5. BOM: Bill of material
6. RP : Road permit
7. LD : Liquid damages
8. PPC : Production planning control
9. SOP: Summary of payment

22

Main terms in payment Process

1. Invoice name
2. Invoice number
3. Due date
4. Due amount
5. Type of goods issued
6. Age
7. Balance amount
8. Invoice date

Main Terms in Sales Process

1. POCL
2. Price
3. Consignee
4. LD
5. Inspection
6. Rating
7. Paying authority
8. Payment terms

Advantages of VRLA

Less space required

0%maintanance cost

High life

High performance

Self discharge less then 1% per week

Operating conditions -40deg to 55deg

23

Marketing Dept. functions:

List of processes: Activities of the Marketing Department
a. Enquiry / tender review.
b. Order / contract review.
c. Clarifications & amendments to the order.
d. Monitoring order status.
e. Pending Payment Review.
f.

Weekly Activity Report.

Enquiry / Tender Review

Receipt and registration of enquiry

Review the customers requirement

Getting technical packages and material cost from H.O.

Arranging EMD (If it is required)

Submitting the tenders to the customers on time.

Order / Contract Review

Receipt of technically & commercially detailed order / Letter of Intimation.

24

Checking the received Purchase Order / LOI

Preparation of order acknowledgement letter

Preparation of Sale Order(PO Check list)

Submission of sale order and related documents to COO.

Clarifications / Amendments to Order

Receipt of amended Purchase Order

Preparation of amended Sale Order

Updating of concerned registers

Monitoring Order Status

Monitoring the Approval of drawings.

Initiate the suitable action to complete pending issues related to the PO.

Scheduling the systems manufacturing.

Rescheduling the manufacturing based on practical constraints.

Arranging customer inspections

Pending Payment Review

Review of pending payments received from COO.

Collecting the payments with in Due time.

Weekly/monthly activity report

Preparing the weekly activity reports and reporting to BM/RM/HOD

25

Tracing new orders expected orders for next week/month and reporting to branch in charge.

Key Performance indicators

No. of offers submitted on time.
No. of offers converted into orders.
No. of orders executed on time.
Collection of payments on time.

Objectives:

Meeting the sales targets as per the business plan.

Collection of payments as per PO Terms.

Meeting the customer requirements / expectations.

Providing necessary training programs for staff / customer personnel.

Marketing Engineer
The marketing Engineer reports to the Team Leader/BM/RM/HOD
Responsible for

The Marketing Engineer is the first and consistent contact point for various on ground sales
and marketing activities. They champion the following activities

Prospecting for leads

Submission of offers and answering customer queries

Techno commercial discussion with customers

Contract review

Production clearance and inspection arrangement

26

Interacting with internal groups like Engineering and SCM for specific
orders/customers/applications

Collections of payment and forms

Coordinating with Service for after sales support

Reports competition activities

RESPONSIBILITIES of Marketing Engineer:

1. Registering Enquiries
2. Study of Enquiry Requirements if the product is in our range of products then we have enter in to
Enquiry register and we have to raise the enquiry check list for MC if it is not in our range of
products we have to give regret letter to customer.
3. If EMD & PAO is required we have to send EMD/PAO request to COO
4. Coordination with COO/HO for Technical documents, EMD/PAO Etc.,
5. Preparation of offer
6. Review and finalization of offer
7. Updating of Enquiry & EMD Register

Procedures after getting the order:

1. After receiving the order we have to verify the Purchase order whether it is as per our offer
(Pricing, terms and conditions and offer validity) or not if there is any deviations we have to take
the amendment from the customer.
2. If the PO is as per our offer then Marketing Engineer has to enter in to PO register and he has to
send POCL to COO.

27

3. Coordinating with COO for sales plan and dispatches according to sale plan intimating to the
customer about dispatches.
4. Submitting the invoices to the customer.
5. Collecting the payments and C/D forms (if C/D forms are required).

Major Manufactures in the Battery Industry in India

1. Amara Raja Batteries Ltd
2. Exide Industries.
3. Hyderabad Batteries Ltd
4. NED
5. MICROTEX
6. Energy Leader.

28

PROCESS
IBD-SALES PROCESS
POCL

Field
OFFI
CE

FOR APPROVAL

COO-SCM

BM/GM
AFTER APPROVAL

After BOM

PPC

Payment

BOM

APPLI
CATIO
N ENG

Customer
Manufacturing

Logistic Traffic

Finishing

PPC

RO

After billing

Ok
Logistic operation

29

Commercial
department

For billing

ENQUIRY / TENDER REVIEW

Input / Output Diagram

Controls:
Product catalogue
Guide Line
Product Specification

Enquiry / Tender

Product Specification

Offer (Both Technical &

Commercial)

ENQUIRY /
TENDER REVIEW

Updating of registers
Earlier Similar offer submitted, if
required

30

Resources:

Man Power

Computer &
accessories

ORDER / CONTRACT REVIEW

Input / Output Diagram:
Controls:
Product catalogues
Specification
Statutory/ regulatory
requirements

Order acceptance

PO / LOI

P.O. Check list

Offer with relevant

documents

Updating P.O.
S.O. Preparation
registers

Price list

ORDER /
CONTRACT
REVIEW
Resources:

Manpower

Computer &
accessories

31

CLARIFICATIONS & AMENDMENTS TO THE ORDER

Input / Output Diagram:
Controls :
Product Catalogue
Spcification

Amendments from customer

Purchase Order

CLARIFICATIONS
/ AMENDMENTS
TO ORDER
Amendment P.O. Checklist

Sale Order

Pending issues /
clarification status

Updating records
/files/registers
Resources:

Manpower

Computers & accessories

Stationery

32

MONITORING ORDER STATUS

Input / Output Diagram:

Controls:
Dept. Procedures

S.O / P.O

MONITORING
ORDER
STATUS
Information to the
customers about dispatch
status

Offer
Sales plan

Resources:

Manpower

Computer & accessories

Stationery

33

WEEKLY/MONTHLY ACTIVITY REPORTS

Input / Output Diagrams:
Controls:
Dept. procedure
guidelines

Purchase Orders

Payments collection
statement
Enquiries/Offer
submitted

WEEKLY

Promotion activities
performed

/MONTHLY

Market intelligence
Pending payment
statement

ACTIVITY

Consolidated

REPORTS

weekly/monthly

Resources:

Manpower

Computer &
accessories

34

QUALITY STANDARDS
Quality Policy
Our aim is to achieve customer satisfaction through the collective commitment of our
employees in design, manufacture and marketing of reliable power systems, batteries, allied products
and services.
To accomplish the above, we will focus on:
Establishing superior specifications for our products and processes.
Employing state-of-the-art technologies and robust design principles.
Striving for continuous improvements in process and product quality.
Implementing methods and techniques to monitor quality levels
Providing prompt after-sales services.
We believe that the commitment of our employees is primary for our quality goals. We will train,
motivate and involve employees, at every level, to achieve our aim.
This commitment to quality will be demonstrated by confirming to ISO-9001: 1994 quality system
standard/QS-9000: 1998 quality system requirements.
Environmental Policy:
As a good corporate citizen, we at Amara Raja are committed to enrich the quality of life of
our employees, customers and community at large by minimizing impacts on the environment in
all our activities relating to design, manufacture and marketing of Batteries, Power Systems, allied
products and services.
To fulfill the above commitment, we shall strive to:
Comply with applicable environmental legislations and regulations.
Adopt programmers, for reducing pollution and conservation of natural resources

35

Ensure

continual

improvement

in

environment

performance

through

effective

environmental management system.

5S POLICY
A Systematic and rational approach to workplace organization and methodical house keeping
with a sense of purpose, consisting of the following five elements...
SEIRI - Sorting.
Saving and recovering Space.
SEITON - Systematic Arrangement.
Minimizing Search Time.
SEISO Spic and Span.
Inspecting for problems. Taking corrective action Faster.
SEIKETSU Standardization.
Achieving higher productivity and better Quality
SHITSUKE Self Discipline.
Doing it right first time on time and every time.
The effective Implementation of 5S technique will result in:
Consistent and better Quality product.
Higher Productivity.
Lesser Accidents.
Higher Employee Morale.

Finance:
TDS: tax deducted at source.

36

SEZ: special economic zone.

For direct export there is no tax.
For deemed export
C form for exemption on CST.
H form for exemption on sales tax.
F form is for Branch transfer.
E form is for Transit sale.
Fallow Ups

1. EMD.
2. C forms
3. D forms
4. H forms
5. F forms.
6. 16A form (TDS certificate).

SIX SIGMA:
Its an approach for reduction of waste during production

Unknown
Problem

Known

Problem
unknown

Problem
Unknown

Solution Known

Solution
unknown

Problem known

Problem Known

Solution known

Solution
Unknown
Known

Solution

Unknown

37

LEARNING IN CROSS FUCTIONAL TRAINING

38

CROSS FUCTIONAL TRAINING

Training at HO
ENGINEERING IBD/ABD:
Departments functions:
1. Product Engineering-ABD/IBD:
Main activities of Product Engineering are:
Major changing in existing product
Creation of master document in ERP
New product development using APQP methodology
Advanced Product Quality Planning (APQP):
Various steps in this process are:

Planning.

Product design and development.

Process design and development.

Product & process design validation.

Production

GNB Cells:

No top & bottom shields were found

No straps were found

No PVC shim wrapped

39

Poly vinyl chloride

Only two layers of separator between positive and negative plate.

Only positive wrapping

TYPES OF LEAD ACID BATTERIES

Flooded

Maintenance
-

Plate

Flat

Tubular

Valve regulated

Low Maintenance

Maintenance free

AGM
- Flat

GEL
- Flat
- Tubular

Preparation:
Steps:
1) Plate preparation.

Oxide preparation.

Grid marking.

Pasting.

2) Assembling.
3) Formation.
4) Finishing and Dispatch.
Pasting:
1) Paste generation.
2) Pasting in plates.

40

3) Curing.
Paste generation: Pbo+H2SO4+DM Water+Winder+Expander

Assembly:
1) Stacking.
2) Group Burning
3) Group insertion
4) Heat sealing
5) Post Burning
6) Lead testing
7) Cell packing
Formation:
1) Fresh charge.
2) Formation discharge
3) Formation charge back
4) Capacity discharge( where it is giving end cell voltage 1.85 or not)
5) Capacity recharge
6) Final charge

TECHNICAL SERVICES:
INSTALLATION
-

Receiving inspection

Installation considerations

41

System assembly

Post preparation

Connections

System monitoring

Trouble shooting

CHARGING REQUIREMENT OF VRLA:

-

Float voltage at 2.23VPC

Boost voltage at 2.3VPC

Charging current set in between 10 to 20% of the rated battery capacity

Cutoff voltage = 1.75 VPC

Over voltage trip at 2.33 VPC

Voltage ripple < 2% RMS

Output voltage regulation 1%

VRLA BATTERIES - SELECTION AND SIZING

TEMPERATURE EFFECT ON CELLS:
CAPACITY:

Increases with increase in temp.

Vice versa
Life

Decreases with increase in temp.

Vice versa
Temperature - Annual average, not the days maximum

COMPENSATION:
Temperature compensation can be done by adjusting the charge voltage and by over sizing.

By adjusting the charge voltage

By over sizing

42

Effect within the battery string

- Can cause variations in the cells
- Keep away from - Sun light, Heaters, Boilers, Turbines, Air vents, etc.

CHARGING REQUIREMENTS:
The batteries when getting charged certain aspects should be taken into account such as,
1. Constant voltage mode with current limit
2. High voltage cut-off
3. Low voltage trip
4. Good output regulation
5. Low ripple content

SIZING & SELECTION:

The sizing and selection of VRLA batteries concentrates on two major factors

No. of cells per system

Required capacity of the cell

NO. OF CELLS:
The following relation can determine the number of cells in battery,
Max. System Voltage
No. of cells =

-------------------------------------------Charging Voltage required /cell

Min. System Voltage < No. of Cells x Min. Permissible

End of Discharge Voltage /cell
FACTORS & MARGINS:
- Aging (or) Life Factor
- Design Margin
- Temperature Correction Factor
- K - Factor

43

Aging (or) Life Factor:

In line with IEEE recommended practice of sizing Lead storage batteries, it is recommended
that a battery be replaced when its actual capacity drops to 80% of its rated capacity. Therefore
battery size i.e. rated capacity should be at least 1.25 time the load expected at the end of its service
life. This factor of 1.25 is known as aging factor or life factor (L)
Design Margin:
It is prudent to provide a capacity margin to allow for unforeseen additions to the Dc system and also
less than optimum operating conditions of the battery due to improper maintenance, recent discharge,
temperature variations or Combination these factors. A method of providing this design margin is to
add 10% to the cell size determined by calculations.
TEMPERATURE CORRECTION FACTOR:
Necessary temperature correction factor needs to be considered for operation at temperatures
below 27C to support the duty cycle requirements, manufacturer published data may be referred for
this purpose.
K Factor:
This is a discharge co-efficient defined bases on the discharge end cell voltage & back-up duration
desired, the k-factor shall be selected to arrive the required capacity at standard rate of discharge.
This factor is manufacturer and product specific

44

SIZING:
Load current:
KVA rating x Load Power factor x 1000
Idc

Idc

----------------------------------------------------------------------------------------End cell Voltage x Number of cells x Inverter efficiency

Watts/system DC voltage

Ah Capacity Calculation:
Ah = Idc x K-factor x Design margin x T- factor x Aging factor.

CAPACITY CALCULATION:
The capacity calculation can be decided based on the following two duty cycles;
1. Single load (or) constant power
2. Multi load
SINGLE LOAD DUTY CYCLE:
One particular load current for a fixed duration
Ah capacity = I x K x L x D x T
I = Load current
K = K - Factor
L = Aging factor
D = Design margin
T = Temperature correction factor
UPS SYSTEM- SIZING (CONSTANT POWER)

Load Current (I) =

KVA x 1000 x Pf
-----------------------n x V ECV x

KVA = UPS rating

Pf = Power factor (normally taken as 0.8 )

45

n = No. of cells
V ECV = End of discharge voltage
= Inverter efficiency
DEFINING LOADS:
The battery must supply the dc power requirements when the following conditions occur
1. Load on the dc s/s exceeds the max o/p of charger
2. O/p of the battery charger exceeds
3. AC Power is lost
Battery load and duration should be used to determine the battery size for the installation
MULTI LOAD DUTY CYCLE:
Two or more different operations where the load and the time duration varies.
-Continuous loads
-Non continuous loads
-Momentary loads
CONTINUOUS LOADS:
Energized throughout the duty cycle.
Normally carried out by battery charger
a. Lighting
b. Continuously operating motors
c. Inverters
d. Communication systems etc.
NON CONTINUOS LOADS:
Energized only during a portion of the duty cycle.
May come at any time within the duty cycle.(automatically or manual)
a. Emergency pump motors
b. Critical ventilation system motors
c. Fire protection systems actuations
d. Motor driven valve operations (>1min)
MOMENTARY LOADS:
One more times during the duty cycle but are of short duration.
Fraction of a second.
a. Switch gear operations
b. Motor driven valve operations (<1min)
c. Motor starting currents etc.

46

SIZING CALCULATIONS:

CAPACITY SELECTION:
Calculated capacity = the max. Section
Total from the above
Corrected capacity = calculated capacity x Life factor x Design margin x
Temperature correction factor
Selected capacity = nearest higher capacity from the manufacturers Catalogues
Research & Development

1. Bench marking.
2. Testing facilities
a. Electrical
b. Chemical.
c. Metallurgical.
3. Materials.
4. Calibration.
5. Process.
6. Fundamental studies.
Product: -(IBD sales process)
Ex-works Packing &forwarding
Level of Excise Duty
Level of Sales tax
Validity
Delivery
Guarantee
Force measure

47

Payment terms
PRODUCTION AND PLANING CONTROL:
1. Demand planning & capacity requirement planning
2. Order management process.
3. Material requirement planning
4. Sub-contracting scheduling
5. Inventory control.
Logistics Department:
Types:
I. Out bound (Dealing with customer).
II. In bound logistics (Dealing with suppliers).
Departments in Logistics

1. Logistics traffic.
2. Service support.
3. Operations.

Logistics Traffic

1.
2.
3.
4.
5.

Planning and Scheduling.

Dispatching.
Tracking.
Delivering.
Collection of proof of delivery from customers.

Logistics
TYPES:
III. Out bound (Dealing with customer)
IV. In bound logistics (Dealing with suppliers)
Departments of Logistics

4. Logistics traffic.
5. Service support.
6. Operations.

48

Logistics Traffic
o Planning and Scheduling.
o Dispatching.
o Tracking.
o Delivering.
o Collection of proof of delivery from customers.
Commercial
1. Sales.
2. Excise.
3. Service tax.
4. Commercial taxes.
5. VAT.
6. Insurance.
TIN no is to identify the registration of company.
PAN number is to identify income tax registration.

Training at SCM:
Its consists of group process
Distribution.
Purchase.
Production planning and Control.
Logistics.
EXIM (Exports & imports-Chennai)

Distribution:
In distribution of the material to the consignee address will also take care off by SCM
department, this process will carried out by two ways
FCL-Full container Load
LCL-Loose container.

Purchase:

49

A Class
Purchase

Strategic

Sourcing

A Class
Planning,
Procurement

RAW MATERIAL :
The raw material are used in the manufacturing of batteries are
Lead, Tin, Alloys etc...
PPCP.
Separator.
Acid.
LME (London Metal Exchange):
The commodities (lead) is placed in London,
The prices for the lead are three types
o

3months Buyers

6months Buyers

Cash Buyers( Spot Price)

Premium Cost:
The Premium cost is the addition of Profit, Processing Cost and transport cost. To make profit
modify in the premium Cost is Possible.
Premium Cost = Profit + Processing cost + Transport cost.

CONLUSION:

50

The Cross function training helped me to know about the Production, Development
and continues improvement process in each and every department. It also helps me to know
about my role and responsibility in the growth of organization and in my home department.