When Bateriku Sdn Bhd embarked on its journey 15 years ago, it focused solely on being a B2B (business-to-business) car battery supplier. CEO Azarol Faizi Zakaria Ansari recalls starting Astra Simfoni Sdn Bhd in 2006 as a vendor for Proton Holdings Bhd, eventually expanding to supply car batteries to Mitsubishi Motors Malaysia Sdn Bhd and Perodua Sales Sdn Bhd.
The company later ventured into the uninterruptible power supply battery market, securing contracts with major players like Telekom Malaysia (TM) and Petronas. By 2009, Astra Simfoni had established its own battery assembly plant, entering the industrial battery sector. However, Azarol envisioned more than just steady growth—he wanted to tap into the dynamic B2C (business-to-consumer) market.
The Pivot to B2C
In 2014, Azarol assembled a five-person team to launch Bateriku’s direct-to-consumer service, inspired by disruptors like Grab and foodpanda. Starting with a simple call center using personal phones, the company actively sought customer feedback to improve services. By 2015, Bateriku had established nationwide branches and dealerships to support its growing B2C clientele while fostering an ecosystem that included workshops and dealers.
In 2017, the company introduced a mobile app and its gig-worker program, training freelance technicians, known as "Bateriku Heroes," to handle on-the-ground jobs. This innovation has since trained over 500 heroes and generated RM8 million in commissions, expanding Bateriku's reach across Peninsular Malaysia with a customer base of 500,000.
Embracing Technology
Transitioning from B2B to B2C presented unique challenges, such as processing thousands of daily transactions compared to monthly billings. To meet these demands, Azarol prioritized automation and built an in-house tech team, although financial constraints required engaging specialists on a retainer basis.
Despite the mid-2010s app boom, Azarol understood the need for a clear business model to ensure success. By 2019, Bateriku expanded its offerings to include roadside assistance, flat tyre repairs, fuel top-ups, and car lockout services, all integrated into the BaterikuPLAZ platform.
The app allows users to easily select services, input car details, and request assistance. It also serves as a marketplace for automotive parts and services, providing digital visibility for workshops and technicians. This streamlined approach enhances warranty support, ensuring seamless aftercare regardless of location.
Scaling Up with Strategic Partnerships
In 2023, Bateriku unified its B2B and B2C systems, enabling workshops to handle customer warranties nationwide. This system not only supports workshops but also boosts customer confidence. As part of its rebranding, Bateriku has also introduced its own European-imported battery line to penetrate the traditional workshop market, where 85% of Malaysia’s 350,000 monthly battery replacements occur.
Further enhancing its ecosystem, Bateriku has partnered with Etiqa for roadside assistance and Vectolabs Technologies Sdn Bhd to develop an on-board diagnostic (OBD) tool. This IoT-enabled device will help car owners identify issues early, empowering both customers and technicians with actionable data.
Driving Forward: Bateriku’s Vision for the Future
Azarol’s vision for Bateriku extends beyond batteries to creating a comprehensive automotive ecosystem. By integrating cutting-edge technology and fostering partnerships, Bateriku aims to redefine convenience and reliability for Malaysian motorists.
With its innovative app, strategic collaborations, and commitment to customer satisfaction, Bateriku is poised to lead the automotive industry’s digital transformation.
