Amaron and Samudhi Trading celebrate 20 years of partnership in Sri Lanka

From left: Amara Raja Batteries President and Chief Marketing Officer Rajesh Jindal, Executive Director Harshavardhana Gourinei, Samudhi Group Chairman/Managing Director Gamini Rathnayake, Director Imeshya Rathnayake and Head of Sales Thusitha Dharmadasa

• Amaron targets 40% Sri Lankan batteries market share
• Only brand offering industry-leading 5-year warranty
• New 35Ah battery launching for three-wheelers
• Auxiliary battery to expand product portfolio
• Amaron customer service mobile app to debut this year

By Safna Malik 

Marking two decades of partnership in powering Sri Lanka’s automotive sector, Samudhi Trading, the exclusive distributor of Amaron batteries, celebrated its 20th Anniversary with Amara Raja Energy and Mobility Ltd., last week at Cinnamon Life, Colombo, in recognition of their crucial contribution and the remarkable synergy driving their growth and success.

Samudhi’s influence in the Sri Lankan market extends far beyond batteries, with the group’s diverse operations include tyre imports, rubber manufacturing, and organic latex production.

Speaking to the media, Samudhi Trading Chairman and Managing Director Gamini Rathnayake highlighted Amaron’s significant contribution to their portfolio, stating, “Amaron is another addition to our business that boasts significant growth, matching the success we’ve seen in our other key ventures.”

He recalled the brand’s initial entry into the Sri Lankan market in 2005. At that time, Amaron faced the challenge of establishing itself in a competitive market already populated by traditional automotive battery brands.

Despite these early challenges, the product’s zero-maintenance technology, superior performance, and long-lasting reliability strengthen Amaron’s brand presence in the Sri Lankan market and rapidly establish it as a premier and most trusted brand among consumers.

The company initially established Amaron battery distribution with a network of 50 dealers across Sri Lanka. He pointed out that during this period, the sales volume significantly increased, with the company selling approximately 1,000 batteries each month. Rathnayake confidently added that this rapid growth demonstrates and outlines the product’s quality, reliability, and strong market acceptance, which he views as a monumental achievement for both Samudhi Trading and Amara Raja Energy and Mobility Limited.

This success was built upon Amaron’s comprehensive portfolio of batteries, catering to a wide range of applications including passenger vehicles, two and three-wheelers, commercial vehicles, agricultural machinery, and home UPS and inverter systems.

Commenting on the substantial growth achieved with Amaron, he stated that the company now boasts a network of over 600 dealers nationwide, with monthly sales exceeding 18,000 battery units. This extensive network expansion serves as a testament to the strong market demand for the Amaron brand and the trust it has earned in Sri Lanka over the past two decades.

Samudhi Trading’s direct clientele includes corporates, Government institutions, and fleet operators. The company, as a long-standing player in the industry, strives to uphold a strong reputation for quality, reliability, and a steadfast commitment to customer satisfaction.

Rathnayake emphasised the company’s vision: “While building a strong distribution channel, we have built a brand legacy over the last two decades that continues to deliver value and performance to customers across Sri Lanka. Our partnership with Amara Raja is rooted in shared values, long-term commitment, and a vision to redefine energy solutions for Sri Lanka’s evolving mobility needs. We have successfully made Amaron one of Sri Lanka’s most trusted battery brands through consistency, customer focus, and deep market insight. We look ahead to lead the next phase of growth by expanding our portfolio, elevating service standards, and setting the benchmark for automotive energy solutions in Sri Lanka.”

Samudhi Trading Director Imeshya Rathnayake highlighted the brand’s swift transition from a new entrant to a trusted name while achieving significant growth within a short period. She also affirmed the company’s foresight in choosing Amara Raja Energy and Mobility Limited as its long-standing partner, noting its current position as one of India’s premier battery manufacturers.

She also stated that Amaron is the first battery brand in Sri Lanka to offer an industry-leading 5-year warranty, thereby setting a new standard in product assurance and consumer trust.

Unveiling Amaron’s next phase of growth in Sri Lanka, she outlined Samudhi’s new initiatives aimed at securing a 40% market share and positioning the brand as the leading importer within the country’s automotive battery sector

Following her earlier remarks, she laid out the key initiatives planned by Samudhi Trading to solidify its market position. While Amaron already holds a dominant position in the four-wheeler market in Sri Lanka, the company is strategically shifting its focus to the three-wheeler sector to maximise its overall market presence and achieve comprehensive growth. Recognising that three-wheelers are exceptionally common across the island and serve as a widely used mode of transport, including taxis, the company sees significant potential in this market.

To effectively tap into this immense market potential, the company is set to launch a new 35Ah battery exclusive for three-wheelers. Coming with a one-year warranty, this new product is specifically designed to withstand the demands of this high-usage category and will be available at a competitive price.

Amaron is also expanding its product portfolio to cater to the growing hybrid vehicle market with the introduction of a specialised auxiliary battery tailored for hybrid applications. This strategic expansion reflects the company’s forward-thinking approach, as it closely monitors emerging vehicle types like electric vehicles (EVs) and constantly adapts and extends its product range. Amaron aims to be fully prepared for future technological advancements and evolving market demands.

Adding another key initiative to the list, she explained how they plan to further enhance the customer experience by introducing a Customer Service Mobile App for Amaron product users in Sri Lanka. Set to launch later this year, this app is designed to offer paperless warranty management, faster roadside assistance, and a user-friendly interface, ensuring Amaron’s sustained commitment to after-sales excellence and customer convenience.

Amara Raja Energy and Mobility Executive Director Harshavardhana Gourineni elaborated on the company’s transformative journey. He highlighted Amara Raja’s strong market position as one of India’s foremost manufacturers of energy storage products for both industrial and automotive sectors.

Amara Raja also serves as an Original Equipment (OE) supplier of automotive batteries to major manufacturers, including Ashok Leyland, Ford India, Honda, Hyundai, Mahindra and Mahindra, Maruti Suzuki, and Tata Motors. Its batteries are exported to over 50 countries worldwide.

Gourineni also detailed Amara Raja’s comprehensive portfolio, which spans various energy storage needs such as Lithium-ion cell manufacturing, EV chargers, Li-ion battery pack assembly, and well-known industrial battery brands like PowerStack, AmaronVolt, and Quanta. 

This includes India’s leading automotive battery brands, Amaron and PowerZone, distributed through a large pan-India sales and service retail network. Amara Raja’s extensive client list, featuring major telecom service providers, Indian Railways, and various Power, Oil and Gas industry sectors, further showcases its technological depth and widespread market acceptance.

Gourineni stated, “Sri Lanka has been a key market in our international growth journey, and Samudhi has been instrumental in unlocking that potential. Over the past two decades, our partnership has delivered not just strong market performance, but also a shared vision for innovation, reliability, and customer-first service. As we enter this next phase, we are fully committed to supporting Samudhi in taking Amaron to market leadership and in setting new benchmarks for quality and trust in the region.”

He also expressed the company’s pleasure in its collaboration to tap into the Sri Lankan market. He highlighted Amaron’s proven success, noting its recognition as the No. 1 brand in Malaysia, and affirmed the aspiration to achieve market dominance across all its operational footprints.

Amara Raja Energy and Mobility President and Chief Marketing Officer Rajesh Jindal spoke on the difficulties of establishing a premium product like Amaron in a market where many cheaper alternatives compromise on quality and standards. He emphasised that the company has successfully earned client trust through its dedication to superior product performance. 

This commitment is underlined by a 5-year warranty, a testament to the brand’s enduring reliability. Its quality has been maintained and tested for years, with clients and valuable partners even reaching out to confirm that their products remained in good condition after more than a decade of use. These long-term performance reviews further strengthen the brand’s reputation.