Partnership celebrates two decades of growth, innovation, and market transformation
Samudhi Trading Company (Pvt) Ltd, the authorised distributor of AMARON automotive batteries in Sri Lanka, today marked a major milestone in its partnership with Amara Raja Energy and Mobility Limited, one of India’s leading battery manufacturers, celebrating 20 years of collaboration and growth. To mark this event, a media conference was held in Colombo today with the participation of senior executives from Samudhi Trading Company and Amara Raja Energy and Mobility Limited.
Since introducing AMARON to the Sri Lankan market in 2005, Samudhi has played a pivotal role in transforming the brand from a new entrant into one of the most trusted names in the country’s automotive battery segment. Celebrated for its zero-maintenance technology, superior performance, and long-lasting reliability, AMARON has become a household name among Sri Lankan vehicle owners.
What began with a modest distribution network of 50 dealers and monthly sales of 1,000 batteries has grown into a national footprint of over 600 dealers and monthly sales exceeding 18,000 units. AMARON was also the first battery brand in Sri Lanka to introduce an industry-leading 5-year warranty, setting a new standard in product assurance and consumer trust.
Speaking at the conference, Samudhi Trading Company Chairman and Managing Director Gamini Rathnayake said, “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’s legacy extends beyond batteries, with group operations spanning tyre imports, retreading, rubber manufacturing, and organic latex production. As AMARON enters its next phase of growth in Sri Lanka, Samudhi has laid out a strategic roadmap to capture 40% market share and position the brand as the country’s leading automotive battery provider. A key priority will be the three-wheeler segment, where the company plans to launch a new 35Ah battery with a one-year warranty—specially designed to meet the demands of this high-usage category at a competitive price.
At the same time, AMARON is expanding its product portfolio to tap into the growing hybrid vehicle market, with the launch of a specialized auxiliary battery tailored for hybrid applications. To further enhance the customer experience, the company will also launch the AMARON Customer Service Mobile App later this year. The app will offer paperless warranty management, faster roadside assistance, and an intuitive user interface, reinforcing AMARON’s commitment to after-sales excellence and customer convenience.
Mr Harshavardhana Gourineni, Executive Director, ARE&M said, “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.”