History
In 1950, PAE (then known as Premier Auto Electric) made a small beginning with a sales office in Mumbai for auto electrical components. Over a short period of time, it developed in to a full-fledged service station for auto electrical equipment, and then as a distributor and service agent for world leaders such as General Electric, Carter, Prestolite, Autolite, and Magneti Marelli in the metro cities of India.
In 1990, PAE became a public-listed company on the Bombay Stock Exchange Ltd and raised additional capital in 1997 via a rights issue.
In 2003, the company entered in to non-automotive businesses such as industrial batteries and power solutions and changed its name to PAE Ltd.
Business
PAE is in the business of sales and service of Lead Storage Batteries, Power Backup Systems, Automotive parts and Solar Photovoltaic Products. It has a nationwide network of 35 sales offices and warehouses and a salesforce of over 200 people that sell thousands of products to about 10,000 customers across India.
In the Lead Storage Battery segment, PAE markets its own brands of automotive and non-automotive batteries. PAE markets a premium range of batteries known as Zenide and Zenide Gold and it also markets AutoZen and PowerZen standard range of batteries. These batteries are sold to end-users, OE customers and to battery dealers and power solution providers across India. PAE is currently the largest distributor of batteries in India. PAE also provides battery charging service to its customers. The range of batteries include automotive, motorcycle, tubular and sealed-maintenance-free and valve-regulated lead acid batteries.
Batteries sold across India are supported by its high-quality and prompt service network as well as its dealer network that is present in almost every state of India. The warranty claims process is built on a technology platform that enables customers to make warranty or service claims and give suggestions by sms, on its website as well as a toll free number.
In the Power Backup Systems segment, PAE markets almost a dozen brands of UPS, inverters, ELOS (Emergency Lift Operating Systems), and EPS (Emergency Power Systems). In addition to marketing, PAE also provides installation and after sales service to its customers. Certain power backup products are sold through channel partners across India, and the larger systems are sold, installed and serviced by PAE's own staff. PAE is the only company in India that is marketing, installing and servicing ELOS systems on a nationwide basis.
PAE has been in the Automotive Parts business for over 50 years. PAE sells about two dozen different brands of automotive parts to aftermarket parts dealers and retail stores across India that in-turn supply them to the end-users. PAE also provide warranty service to its customers.This business consists of parts for various new generation passenger cars, light commercial vehicles, heavy commercial vehicles and 2-wheelers.
PAE recently entered the Solar Photovoltaic business by acquiring 51% in a CIGS thin film panel manufacturing company, Shurjo Energy Pvt. Ltd. PAE has nationwide distribution rights of solar panels made using this new technology that offers tremendous potential for low-cost high-efficiency panels to be marketed widely across India. In addition to these panels, PAE is also developing products for a variety of applications that will be sold through its nationwide network of dealers. With a network of sales and service people in UPS, inverters and industrial batteries, PAE's solar panels and related products is a logical new business segment that has a promising future.
PAE provides value to the manufacturer by reducing market risk, parts obsolescence risk and credit risk. PAE is in a better position to cater to rapid changes in the marketplace by keeping retaining purchase and sales decision-making at the regional level. Further, using an advance and ever-changing information technology system, PAE is able to adapt to market changes quickly. Please visit the rest of the website for more details on the various business segments and the distribution network.