We had the good fortune of connecting with Surya Moorthi and we’ve shared our conversation below.
Hi Surya, what is the most important factor behind your success?
The success of our brand can be attributed to the high quality of service that we provide to our customers. This is critical for many, if not all of our customers. Lack of quick and easy access to high quality batteries or not resolving battery issues on time can result in customer churn. It was a segment that was being overlooked by other brands, and we knew we could cater to it. Prior to our entry to market, newly sold batteries would have date codes over a year old. With Raion Group, products are typically sold 1 – 4 months after being manufactured. This is important because when lead acid batteries sit, they discharge slowly over time. When the voltage levels drop below a certain point, the batteries will be damaged. This may result in reduced performance and reduced lifespan. Our batteries are used in applications such as UPS backup power, wheelchairs, emergency lights, medical equipment, exit lights, solar power, traffic signs, and more. We work to ship orders placed before 2:00pm CST the same business day because it affects our customer’s day to day lives. At Raion Group, we don’t simply focus on getting the sale. Instead, we strive to provide a great experience for our customers from start to finish.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Raion Group is a Dallas, TX based battery manufacturer and distributor. The batteries we sell are not the common household batteries that you can buy at a convenience store. Our specialty batteries are used for mobility scooters/wheelchairs, ups backup systems, emergency lights, and more applications. When I first launched the company back in 2012, customers typically had to go to one of the manufacturers’ specialty distributors to purchase these batteries. I had to think of a way that would differentiate us from the competition, and that is why we were one of the first companies to market buying batteries “factory direct”. We advertised this on our website and marketplaces online so that our customers had an option to buy directly from us. There was some pushback initially as customers were not used to purchasing this type of commodity online; however, as consumer purchasing shifted toward marketplaces such as Amazon & eBay, the customer mentality of purchasing batteries online changed as well. Over the past 8 years, we have continuously implemented strategies to help set us apart from the competition. By pursuing a Blue Ocean Strategy, Raion Group was able to get market share without directly competing with larger competitors in the market space. The company was able to then scale the wholesale business from there, and now we are looking at other markets to expand into.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I was born and raised in the DFW metroplex area, so I have experienced many of the attractions and food places in the area. In fact, my old colleagues and myself have created a running list of all the restaurants we have gone to which is color coded by location & occasion. For simplicity, I will bullet point the list below based on food and activity. Brunch/Lunch: The Porch – Grilled Cheese Smithy – Crab Nachos Taqueria La Banqueta Perry’s (on Fridays) UnLeavened El Come Tacos Dinner: Lucia Il Bracco Town Hearth The Grape Gemma Dessert Chills 360 Milk & Cream Vals Cheesecake Emporium Pies Activity: Fort Worth Stockyards Perot Museum Sports Game (Cowboys or Mavericks) Dallas Farmers Market
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My father, MuMu Moorthi, is an integral part of where I am today. In particular to Raion Group, his PhD in battery materials paired in conjunction with his 30+ years of battery R&D experience helps us differentiate ourselves from our competition. By leveraging his experience, we are continuously adapting and providing a better service/product to our customers.
Governor Greg Abbott’s Diwali celebration at The Governor’s Mansion
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