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Alkaline battery manufacturer Duracell has introduced its starter automotive batteries to the Middle East market, with Shukralla General Trading Co. LLC (SGTC) as its local distributor
Duracell concluded an exclusive licensing agreement with Austrian battery specialist Banner earlier this year for Europe, North Africa and Middle East markets, under which Banner manufactures and distributes a range of batteries under the Duracell Automotive brand. Banner will also act to establish a strategic distribution network in key markets, Duracell said.
Kash Uttam, managing director of SGTC said, “We recognise the potential for growth and expansion in the battery market in the region and we are delighted to be chosen by Banner and Duracell Automotive as official distributor.
“The Duracell brand has an exceptional brand equity and reputation in the market and we believe it will go from strength to strength. We are committed to building a strong market share and leveraging partnerships with significant networks and local market expertise. The Duracell starter batteries will soon be the new power on the roads of the UAE and the wider region,” added Uttam.
Since its appointment, SGTC has concluded a number of key partnerships, including one with Batt-Mobile, a mobile battery delivery service in the UAE which assists stranded motorists by replacing flat batteries with new ones.
Adil Faizee, general manager of Batt-Mobile said, “In times of car trouble, convenience and mobility are of utter importance to motorists, and that’s exactly what we deliver through our unique service. With our express high-quality customer service and experienced technicians we can reach motorists across the UAE.”
Duracell Automotive products include the Starter range and extend to the Advanced and Extreme ranges, which comprise the AGM and EFB batteries designed for start/stop vehicles. The range also includes the Professional range, a product line aimed at trucks, buses and agricultural and construction machinery.