Caranda focuses on cheap batteries

Bucharest-based battery manufacturer Caranda Baterii will focus on the market niche for cheap batteries in order to offset the growth in imports and the shrinking of the market this year. "On analysing the market, we considered the low purchasing power of Romanians and decided to focus on products that are more affordable to most consumers," said Virgil Avramoniu, the company''s executive manager. The company has been operating on the market for 15 years and has made approximately one million batteries to date. Caranda will manufacture 140,000-150,000 batteries this year, which will mainly be aimed at low-income consumers. Although it is focusing on a cheaper product segment, Caranda plans to boost sales by expanding its distribution network in the centre of the country by adding five more dealers. ZF