Kelani Cables adds world famous Maxell battery to portfolio

MoU signing to market and distribute the world renowned consumer battery brand Maxell, from left: Kelani Cables General Manager Marketing Anil Munasinghe, Kelani Cables Director/CEO Mahinda Saranapala, Maxell Asia Company Director Alex Wong, ABC Trade & Investment Director/CEO Amalrajah Jayaseelan and Kelani Cables Brand Development Manager Channa Jayasinghe

Kelani Cables PLC has partnered with ABC Trade & Investments Ltd. to market and distribute the world renowned consumer battery brand Maxell within the country. 

The official launch held at the Taj Samudra Hotel, Colombo saw an MOU being signed between Kelani Cables PLC Director/CEO Mahinda Saranapala and ABC Trade & Investment Ltd. Director/CEO Amalrajah Jayaseelan.

Maxell batteries are produced by the Maxell Hitachi Company in Japan. ABC Trade & Investment is the authorised Sri Lankan agent for the Maxell battery brand. The Maxell consumer battery distributed in Sri Lanka will have a range of products in its range.

Saranapala speaking at the unveiling ceremony said Kelani Cables being Sri Lanka’s number one brand in secure electrical and communication cables only provides Sri Lankan consumers with credible products that they can rely on.

“Maxell battery brand has a history of 40 years and being used worldwide was the reason we decided to distribute this brand within our country. Our loyal customers thus can derive benefit from this long-lasting battery,” he said. 

Maxell Asia Company Director Alex Wong said, “Maxell is a consumer battery brand immensely popular in the world. It is my pleasure to see a leading company like Kelani Cables coming forward to handle distribution of the product in Sri Lanka. Now Sri Lankan consumers have the opportunity to experience the power and durability of a consumer battery with Japanese technology.”

Jayaseelan said: “Our company is the sole agent in Sri Lanka for many world renowned brands and we are happy to include the Maxell brand too into our portfolio. We offer a chance for Sri Lankan consumers to experience the exceptional quality of the Maxell battery. We selected none other than Kelani Cables for distribution of the product since it has a gigantic and efficient sales force.”

The occasion was also attended by Chief of Marketing Achira Silva, Product Manager for Maxell battery Peshala Uditha and ABC Trade and Investment Zonal Marketing Manager Namal Perera.

From Kelani Cables, General Manager Marketing Anil Munasinghe, Chief Financial Officer Hemamala Karunasekera, Marketing Manager – Exports Devinda Lorensuhewa, Brand Development Manager Channa Jayasinghe, Sales Manager Chaminda Waidyatilleke, Sales Controller Ralph Roshan, Sales Manager – Power and Energy Rohana Wadduwage and Sales Manager – Kelani Lightings Ajantha Yainna participated.

Munasinghe said: “The young and dedicated sales force of Kelani Cables has carved a niche in the Sri Lankan marketing arena thus it is rest assured Maxell battery will be distributed properly to the satisfaction of Sri Lankan consumers.”

Jayasinghe said products distributed by Kelani cables have been able to secure the largest market share for each product in the marketplace due to the standards of the products as well as marketing efficiency. 

“Both consumers and sales agents in the country have kept confidence in Kelani Cables brand thus they purchase our products without any hesitate. Yet there has been a void in the marketplace due to unavailability of a battery for domestic use with Japanese expertise. We now have filled that void,” he said.

Kelani Cables PLC is a 100% Sri Lankan company serving the nation for 47 years manufacturing electrical and communication cables. The company achieved “Super Brands” status in the electrical and telecommunication sector in 2008 for professional supremacy it demonstrated in the electrical and communication cables sphere.

In 2012, Kalani Cables PLC clinched the bronze award for the excellent business brand category at the SLIM Brand Excellence. It clinched gold at the SLIM Brand Excellence once again in 2013 for the same category. The company secured gold at the SLITAD People Development – 2013 award ceremony for the contribution it has made towards training and development of the work-force plus up keeping their welfare.

Kelani Cables PLC is the proud recipient of ISO 9000:2008 certification for quality, ISO 14001:2004 for better environment management, National Standards award and the gold winner of Taiki Akimoto 5S award. 

In 2015 Kelani Cables PLC was conferred with the Asia’s Best Employer Brand award. Kelani Cables was the sole organisation in the electrical and communication cable manufacturing sphere recognised for sustainable development at the National Green Awards in 2015. The company also bagged the SLIM Brand Excellence award in 2015.