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Over the years, Exide has grown through a continuous and consistent focus and evolved as a brand with contemporary values. Exide's brand character is almost live and embodies values of dependability and trust. These values have been held very sacred by the company in every aspect of its operation and are reiterated in its commitment to all stakeholders, customers, shareholders, employees and society. The Exide brand has earned a unique status by becoming almost generic to the category with a very high unaided recall with the target audience.