The Hindu Business Line : TACO appoints Lowe to handle new auto battery brand

TACO, one of India's largest and fastest growing auto component groups, and GS Yuasa International Ltd (GYIN), Asia's largest automotive battery manufacturer, have recently announced a 50:50 joint venture partnership to form Tata AutoComp GY Batteries Pvt. Ltd.

The newly formed venture will manufacture modern automotive batteries for original equipment manufacturers (OEMs) and the retail market in India and would have its manufacturing facility near Pune. The company will start its operation with the entire range of four-wheeler automotive batteries and also set up a national level sales, service and distribution network.

Speaking to Business Line, Mr Yogesh Dhawan, Managing Director, TACO, said, "We have decided to tie up with Lowe in Mumbai. The agency will help us with the branding strategy for the automotive batteries.''

To take on Exide

With intentions of taking on Exide in the automotive segment, TACO's new brand is basically targeting the replacement market. While Exide already has a dominating 85 per cent share in the segment, there are others such as Amara Raja, which have also entered this segment.

Lowe has been entrusted with the job of creating branding, distribution and selling strategies for the automotive brand. According to an official at Lowe, "Automotive batteries are grudge purchases and the agency has the onus of making it a top-of-the-mind brand.''

More Stories on : Brands | Advertising | Automobile Components

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