Retail Census
For RAHIMAFROOZ Batteries Ltd
RESEARCH
BACKGROUND
Background
• With a capacity of producing more than 4 million Automotive Batteries
per year, RAHIMAFROOZ is the biggest and the oldest manufacturer of
the lead-acid Batteries here in Bangladesh.
• Its leadership goes beyond boundary of the nation as the brand is been
exported in more than 58 countries worldwide.
Study Coverage
COVERAGE OF THE STUDY:

Study includes the following type of establishment –
•
Lead Acid Battery Selling Outlets
•
Tire Selling Outlets
•
Lubricant Selling Outlets
•
Spare Parts Selling Outlets
•
IPS/UPS Selling Outlets
•
CNG/ Easy Bike Garage
The study should answer to the following key questions.
•
Details of the specific category product selling outlets
•
Basic Information on Lead Acid Battery selling stores (Shop name, address, size etc.)
•
Category Sales (Selling products and main business contribution etc.)
•
Segment wise Market Share
•
Store Location Profiling (Location of stores with details)
•
Supply Management (Source of stock (Frequency of purchase – weekly etc.)
SCOPE &
LIMITATIONS
Limitation & Scope of this Study

Bigger universe than estimated –
•

Dependency on retailer’s claim –
•

For the sales details, we had to rely on the claimed responses of the retailer,
which at cases may not match with reality.
Time estimation –
•

After the initiation of the project we found the universe is approximately 3X
bigger than the estimation.
We had to face time constraints due to the fact that the universe was size
could not be accurately estimated prior to project initiation.
Geographic Coverage –
•
Considering financial feasibility, the study scope was limited up to Thana
Headquarters as this cover more than 90% of the.
Study Findings
Battery Selling outlets are 18% of the total universe.
Majority of the outlets have Lubricant though.
Different Types of Outlets
Battery
Tire
Lubricant
Spare
IPS/UPS
No. of Outlets
Ex. Garage
Dhaka
1026
1088
3188
3360
307
5576
Chittagong
481
434
1339
1077
126
2168
Khulna
255
260
1073
675
22
1570
Rajshahi
178
288
833
757
20
1321
Sylhet
136
94
130
120
14
412
Barisal
111
146
502
93
9
656
Rangpur
257
273
682
409
32
1147
Total
2444
2583
7747
6491
530
12850
Only 6% of the Lubricant selling outlets also sale
Batteries.
Lubricant Selling Outlets
Sale Battery
6%
Do Not Sale Battery
94%
Stores sale Lubricant
Dhaka
Chittagong
Khulna
Rajshahi
Sylhet
Barisal
Rangpur
Total
Do not Sale Battery
Sale Battery
Percentage
Total
2957
1288
1029
803
128
464
604
7273
231
51
44
30
2
38
78
474
7%
4%
4%
4%
2%
8%
11%
6%
3188
1339
1073
833
130
502
682
7747
Hamko is most widely available capturing more than
30% of the battery selling outlets
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
VOLVO
RANGS
RBL
RDL
Dhaka
119
16
51
311
6
6
98
263
50
200
198
CTG
62
8
41
144
0
0
45
137
12
154
70
Khulna
14
1
12
76
0
1
29
18
4
19
40
Rajshahi
12
0
8
37
0
0
14
24
1
9
24
Sylhet
63
7
12
36
0
0
18
41
5
23
28
Barisal
7
0
9
35
1
3
21
19
5
8
13
Rongpur
14
2
5
44
0
1
27
18
0
60
31
Total
291
34
138
683
7
11
252
520
77
473
404
# of Outlets
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
VOLVO
RANGS
RBL
RDL
Dhaka
1026
12%
2%
5%
30%
1%
1%
10%
26%
5%
19%
19%
CTG
481
13%
2%
9%
30%
0%
0%
9%
28%
2%
32%
15%
Khulna
255
5%
0%
5%
30%
0%
0%
11%
7%
2%
7%
16%
Rajshahi
178
7%
0%
4%
21%
0%
0%
8%
13%
1%
5%
13%
Sylhet
136
46%
5%
9%
26%
0%
0%
13%
30%
4%
17%
21%
Barisal
111
6%
0%
8%
32%
1%
3%
19%
17%
5%
7%
12%
Rongpur
257
5%
1%
2%
17%
0%
0%
11%
7%
0%
23%
12%
Total
2444
12%
1%
6%
28%
0%
0%
10%
21%
3%
19%
17%
Easy Rickshaw/ Easy Vehicle are the biggest
consumers of Lead Acid Batteries currently.
Segment Wise Unit Sales %
Easy Vehicle
8%
Motor Cycle
24%
Easy Rickshaw
32%
Passenger Car
14%
Appliances
12%
Commercial Vehicle
10%
Segment wise Battery Unit Sales/ month
Segment
Passenger Car
Commercial Vehicle
Appliances
Easy Rickshaw
Easy Vehicle
Motor Cycle
Total
Dhaka
15,578
8,507
10,085
35,648
6,526
7,718
84,062
CTG
5,790
6,126
6,728
8,947
5,550
22,736
55,877
Khulna
1,792
1,163
2,951
5,637
336
7,018
18,897
Rajshahi
1,604
1,766
1,783
3,464
1,397
4,966
14,980
Sylhet
1,126
508
291
191
1,486
620
4,222
Barisal
1,727
1,109
1,438
2,126
319
1,360
8,079
Rongpur
1,296
782
955
10,967
530
5,299
19,829
Total
28,913
19,961
24,231
66,980
16,144
49,717
205,946
However, majority of the stores contains Batteries for
Passenger car. ER/EV batteries are available at a limited scale
Segment Availability At Outlets %
44%
39%
38%
Passenger Car
Commercial
Vehicle
Appliances
38%
Easy Rickshaw
26%
29%
Easy Vehicle
Motor Cycle
Segment wise Outlet number
Segment
Passenger Car
Commercial Vehicle
Appliances
Easy Rickshaw
Easy Vehicle
Motor Cycle
Dhaka
538
425
373
380
254
214
CTG Khulna Rajshahi Sylhet Barisal Rongpur Total
237 68
62
63
58
52
1078
220 53
69
47
57
58
929
303 91
47
30
67
54
965
165 113
62
25
64
126
935
222 20
34
74
23
20
647
120 125
65
20
37
117
698
Market Share: Passenger Car
Market Share % Passenger Car
RANGS
2,9%
RBL
14,9%
RDL Others
9,9% 11,2%
PBL (VOLVO)
18,1%
HAMKO
22,9%
NAVANA
4,6%
Unit Sales PC
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
PBL (VOLVO)
RANGS
RBL
RDL
APOLLO
12,0%
GASTON
2,8%
Dhaka
2129
38
315
3520
50
60
700
3438
714
1984
1353
Ctg
535
13
251
1176
0
0
219
963
77
1876
441
Khulna
210
0
75
494
0
0
137
102
25
170
111
Rajshahi
92
0
45
624
0
0
97
256
0
16
90
Sylhet
427
8
0
199
0
0
30
282
0
80
100
Barisal
81
0
102
332
0
0
131
128
25
8
741
Rongpur
0
0
10
288
0
0
21
72
0
178
26
Total
3474
59
798
6633
50
60
1335
5241
841
4312
2862
Market Share: Commercial Vehicle
Market Share % Commercial Vehicle
RANGS
2,2%
Others
10,3%
RBL RDL
12,9% 8,1%
APOLLO
12,1%
PBL (VOLVO)
20,4%
HAMKO
26,6%
NAVANA
5,0%
Unit Sales CV
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
PBL (VOLVO)
RANGS
RBL
RDL
GASTON
1,9%
Dhaka
1223
54
104
1888
5
10
391
2393
297
671
560
Ctg
624
12
150
1642
0
0
171
957
50
1566
476
Khulna
170
10
24
270
0
0
67
120
15
100
92
Rajshahi
63
0
48
771
0
0
167
204
0
116
204
Sylhet
234
0
4
71
0
0
8
154
2
16
19
Barisal
91
0
22
246
0
0
127
159
85
2
245
Rongpur
13
10
31
415
0
0
59
79
0
109
25
Total
2418
86
383
5303
5
10
990
4066
449
2580
1621
Market Share: Appliances
Market Share % Appliances
NAVANA
4,9%
PBL (VOLVO)
17,6%
RDL
7,6%
HAMKO
34,9%
APOLLO
7,5%
Others
14,1%
GASTON
1,7%
Unit Sales AP
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
PBL (VOLVO)
RANGS
RBL
RDL
RANGS
1,4% RBL
9,8%
Dhaka
884
6
78
3653
7
25
439
1919
162
736
829
Ctg
515
21
186
2081
0
0
338
1239
108
1166
466
Khulna
40
25
26
1251
0
0
165
137
23
225
68
Rajshahi
170
0
42
579
0
0
31
494
0
44
170
Sylhet
76
0
12
77
0
0
11
28
5
65
17
Barisal
97
0
45
372
0
20
161
266
30
22
238
Rongpur
40
15
15
433
0
12
49
186
0
121
64
Total
1822
67
404
8446
7
57
1194
4269
328
2379
1852
Market Share: E-Rickshaw
RDL
3,5%
Market Share % E-Rickshaw
RBL
15,0%
RANGS
0,5%
Unit Sales ER
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
PBL (VOLVO)
RANGS
RBL
RDL
Power Plus
Hi Power
Borak
Manush
Others
57,7%
PBL (VOLVO)
4,5%
NAVANA
6,1%
HAMKO
GASTON
4,8%
2,7% APOLLO
4,9%
Dhaka
2136
12
643
748
0
100
501
1412
256
4531
924
Ctg
258
10
648
549
0
0
171
1063
30
3870
405
Khulna
32
30
95
585
0
30
765
187
3
349
28
Rajshahi
110
0
35
202
0
0
75
34
0
60
55
Sylhet
30
0
70
24
0
0
6
6
6
44
5
Barisal
10
0
293
156
0
20
302
90
20
100
265
Rongpur
689
50
30
978
0
0
2235
211
0
1113
667
Total
3265
102
1814
3242
0
150
4055
3003
315
10067
2349
Market Share: Electric Vehicle
Market Share % Electric Vehicle
RANGS
2,3%
RBL
16,7%
PBL (VOLVO)
14,1%
NAVANA
5,6%
RDL
6,0%
HAMKO
18,6%
Others
19,0%
APOLLO
13,6%
GASTON
3,1%
Unit Sales EV
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
PBL (VOLVO)
RANGS
RBL
RDL
Dhaka
1173
33
122
997
12
0
271
1099
99
505
273
Ctg
274
5
204
1132
0
0
269
668
130
1879
507
Khulna
0
0
5
117
0
0
60
49
0
0
0
Rajshahi
60
0
97
486
0
0
230
70
100
100
130
Sylhet
652
47
40
179
0
0
60
334
35
82
57
Barisal
35
0
20
42
20
20
16
55
0
18
3
Rongpur
7
0
16
50
0
10
5
5
0
114
0
Total
2201
85
504
3003
32
30
911
2280
364
2698
970
Market Share: Motor Cycle
RBL Market
6,6%
PBL (VOLVO)
2,2%
Share % Motor Cycle
RDL
11,4%
Power Plus
Green
Exide
Others
24,3%
NAVANA
46,0%
APOLLO
GASTON 1,1%
0,3%
HAMKO
7,9%
Unit Sales MC
APOLLO
BT
GASTON
HAMKO
INADA
METRO
NAVANA
PBL (VOLVO)
RANGS
RBL
RDL
Dhaka
59
0
92
710
0
0
1042
485
10
1023
1283
Ctg
74
0
19
380
0
0
19553
168
40
862
652
Khulna
350
0
5
1247
0
0
1282
134
0
107
1111
Rajshahi
57
0
0
568
0
0
447
172
0
190
1526
Sylhet
0
0
0
10
0
0
290
0
0
80
240
Barisal
5
0
20
259
0
0
88
20
20
50
425
Rongpur
7
0
0
730
0
0
148
134
0
989
451
Total
552
0
136
3904
0
0
22850
1113
70
3301
5688
Annexure
Thank You
Retail Census For RAHIMAFROOZ Batteries Ltd