What Obracel SA does

Obracel S.A. is a privately held Uruguayan company founded in 2008 and headquartered at Dr. Andres Romero S/N in Sarandí Grande, Florida department. The company operates two complementary lines of business. First, it distributes Excell-branded automotive lead-acid batteries (EFB, Evolution, Super Premium, Bravo Evolution, and Bravo Original lines) and the full Yamaguchi industrial pump portfolio — covering pneumatic and manual grease pumps, lubricating oil pumps, electric and manual diesel pumps, and 12V water/insecticide transfer pumps, plus accessories. Products are sold direct-to-consumer and SMB through the company's own e-commerce online store at obracel.com, with publicly listed USD prices and promotional discounts of 10-35%. Second, and more strategically, Obracel holds the sole DINAMA authorization under Decreto 373/03 to operate Uruguay's Plan Maestro for reception and final disposal of lead-acid batteries, making it a regulatory monopoly on mandatory battery disposal services for all battery importers, vehicle importers, large consumers, and government entities (departmental governments, public enterprises, ministries, and their dependencies) in Uruguay.

The company's business model is hybrid: transactional hardware revenue from batteries and pumps sold via the online storefront (unit pricing, pay-as-you-go), paired with recurring annual subscription-like affiliation fees from mandated Plan Maestro participants. Certain Yamaguchi products carry patent-pending exclusive features (grease scraper on manual grease pumps, level indicator on lever-action oil pumps) filed in Brazil. Obracel employs approximately 6 people, operates a single physical location with standard retail hours (08:00-12:00 and 14:00-19:00), and is served by a sales-led GTM motion with no third-party distribution intermediaries. Marketing channels include the e-commerce storefront, organic social media, and an empty blog titled 'Vitrina Virtual'.

The company is independently owned with no disclosed parent, no institutional investors, no funding rounds, and no M&A activity. Its strategic positioning rests almost entirely on the regulatory franchise around Plan Maestro, with the hardware distribution business serving as a complementary commercial front and customer-acquisition channel into Uruguay's automotive aftermarket.

Name

Obracel SA

Legal name

Obracel S.A.

Website

https://obracel.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Obracel S.A. is a Uruguayan company that distributes Excell automotive batteries and Yamaguchi industrial pumps through its own e-commerce store and operates the sole government-authorized Plan Maestro for lead-acid battery disposal in Uruguay under DINAMA Decree 373/03.

Ownership category

akta.pro rank

Product category

Automotive Batteries & Industrial Pumps Distribution

akta.pro primary industry

Lead-Acid Battery Recycling (Breaking, Smelting, Refining) (EUAIAIAG)

akta.pro secondary industries

Aftermarket Battery, Charging & Power Accessories Manufacturing (12V Batteries/Jump Starters/Chargers/Inverters) (IMACANAL), Battery Dismantling, Discharge & Pre-processing (Safe Handling, Shredding, Black Mass Production) (EUAFACAB)

Keywords

• Automotive battery distribution
• Industrial pumps distribution
• Lead-acid battery disposal
• Uruguay auto parts
• Battery recycling services

Headquarters

HQ city

Sarandí Grande

HQ country

Uruguay

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales - Batteries: Sales of Excell brand automotive batteries including EFB, Evolution, Super Premium, and Bravo Evolution lines for various vehicle types including start/stop vehicles and heavy-duty trucks.
2. Product Sales - Industrial Pumps: Sales of Yamaguchi brand pumps including pneumatic and manual grease pumps, oil pumps, diesel pumps, water pumps, and accessories. Products range from manual hand pumps to electric pump systems.
3. Plan Maestro - Battery Disposal Services: Authorized collection and final disposal services for lead-acid batteries under government mandate (Decreto 373/03). All battery importers, vehicle importers, and large consumers must be affiliated with their Plan Maestro.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Obracel SA distributes Excell brand automotive lead-acid batteries (EFB, Evolution, Super Premium, Bravo Evolution, Bravo Original lines) and Yamaguchi brand industrial pumps (grease, oil, diesel, water/insecticide pumps plus accessories) through its own e-commerce store. The company also operates Uruguay's only legally authorized Plan Maestro for the reception and final disposal of lead-acid batteries, granted by DINAMA under Decree 373/03 since 2008.

Product overview

Obracel SA is a Uruguayan company offering a diverse portfolio of automotive and industrial products. The core offering consists of Excell branded lead-acid batteries across multiple sub-brands: EFB (for start/stop vehicles), Super Premium (premium maintenance-free), Evolution (maintenance-free), Bravo Evolution (heavy-duty vehicles), and Bravo Original (traditional). The company also distributes Yamaguchi industrial equipment including grease pumps, lubricating oil pumps, diesel pumps, and water/insecticide pumps, along with related accessories. Additionally, Obracel operates an authorized Master Plan service for lead-acid battery disposal, being the first and only legally authorized company in Uruguay for this service since 2008. Products are sold through an online store.

Differentiator

Problem solved

Functional benefit

Brands

• Excell: Battery brand including EFB, Evolution, Super Premium, and Bravo Evolution product lines for vehicles with and without start-stop technology
• Yamaguchi

Products and services

• Excell EFB Batteries Lead-acid batteries designed for vehicles with start/stop technology, providing enhanced cycling performance and durability for vehicles equipped with start/stop systems.
• Excell Super Premium Batteries Premium maintenance-free batteries using latest-generation additives for maximum technology and performance, with 24-month warranty. Includes EXP 75PSD, EXP 60HSD, EXP 52GSD models.
• Excell Evolution Batteries Maintenance-free batteries requiring no electrolyte replenishment, offering comfort and technology for users seeking advanced battery solutions. Includes models EXP 70 NE, EXP 70 ND, EXP 60 DPD, EXP 50 JE, EXP 50 JD, EXP 45BD, EXP 45 BE, EXF-40JD.
• Excell Bravo Evolution Batteries Heavy-duty vehicle batteries with enhanced comfort, no water replenishment required. Includes EXF-100LE and EX-100LE models.
• Excell Bravo Original Batteries Traditional Excell batteries for heavy-duty vehicles requiring periodic electrolyte level checks.
• Yamaguchi Grease Pumps Pneumatic and manual grease pumps including models for 200kg drums and 20kg buckets, with scraper disks and carts. Includes B280, B281 series and B205.0001 manual pump with exclusive grease scraper feature.
• Yamaguchi Oil Pumps Pneumatic and manual lubricating oil pumps adaptable to 200L drums and 20L buckets. Includes manual crank pumps and lever-action pumps (B109.0001 with exclusive level indicator). Models include B107, B108, B109, B180 series.
• Yamaguchi Diesel Pumps Electric and manual diesel pumps including 12V electric pumps with reinforced motor covers, gear pumps, and paddle pumps for 110V/220V. Models include B303, B305, B306, B309, B312 series.
• Yamaguchi Water/Insecticide Pumps 12V electric pumps for water or liquid insecticide transfer with reinforced motor covers in nylon. Models in the B401 series.
• Yamaguchi Pump Accessories Couplers, nozzles, and hydraulic attachments for grease guns including 4-claw couplers with and without valves, hydraulic couplers with quick coupling, and needles.
• Plan Maestro (Lead-Acid Battery Disposal Service) Government-authorized service for the reception and final disposal of lead-acid batteries, mandated for all battery importers, vehicle importers, large consumers, and government entities in Uruguay under Decreto 373/03. Includes Formulario de adhesión and Instructivo de adhesión forms.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• DINAMA (Dirección Nacional de Medio Ambiente)coreStrategic or Co-development Partner · 1 January 2008Obracel S.A. obtained government authorization from Uruguay's National Directorate of Environmental Quality (DINAMA) in 2008 for their Plan Maestro to receive and provide final disposal of lead-acid batteries under Decree 373/03. This makes them the sole authorized operator in Uruguay for this regulatory scheme.
• Excell BatteriescoreChannel Partner/ Reseller/ DistributorObracel SA is an authorized distributor of Excell brand batteries including EFB (start/stop), Evolution, Super Premium, and Bravo Evolution product lines for the Uruguayan market.
• YamaguchicoreChannel Partner/ Reseller/ DistributorObracel SA is an authorized distributor of Yamaguchi brand industrial pumps including grease pumps, oil pumps, diesel pumps, and water/insecticide pumps for the Uruguayan market.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Clarios: World's largest automotive battery manufacturer (formerly Johnson Controls Power Solutions) with a closed-loop lead-acid recycling program. Comparable to Obracel because it operates across the full lead-acid battery lifecycle, including the recycling step that mirrors the Plan Maestro.
• East Penn Manufacturing: Privately held major North American battery manufacturer with integrated recycling capabilities. Comparable to Obracel in combining lead-acid battery production with closed-loop recycling, but at vastly larger scale.
• EnerSys: Global industrial battery manufacturer (motive power, reserve power, aerospace/defense) with associated recycling services. Comparable to Obracel in the industrial battery adjacency, although focused on higher-value industrial segments rather than aftermarket automotive.
• Exide Technologies: Global manufacturer of lead-acid batteries for automotive and industrial applications, with recycling operations. Comparable to Obracel because it addresses both the battery aftermarket and the end-of-life recycling value chain Obracel participates in.

Others

• Veolia: Global environmental services company with hazardous waste and battery recycling operations across multiple countries. Comparable to Obracel as adjacent waste management infrastructure provider, with broader scope rather than a battery-only focus.
• Suez: International waste management and water services company with battery and e-waste recovery activities. Comparable to Obracel as adjacent infrastructure provider for end-of-life battery handling, operating at vastly larger scale and broader scope.

Emerging players

• Li-Cycle: Lithium-ion battery recycling company with spoke-and-hub network across North America and Europe. Comparable to Obracel as a regulated battery collection and processing operator, though exclusively focused on lithium-ion.
• Redwood Materials: EV battery recycling and cathode-active material producer backed by Panasonic and Tesla. Comparable to Obracel as a battery recycling operator, but for EV-grade lithium-ion rather than lead-acid automotive batteries.
• Aqua Metals: Lithium-ion battery recycling technology company using a hydrometallurgical process. Comparable to Obracel as a battery recycling operator, but focused on lithium-ion rather than lead-acid and at an earlier commercial stage.

Direct peers

• Ecobat: World's largest lead-acid battery recycler, operating collection, breaking, and smelting across the Americas and Europe. Most directly comparable to Obracel's Plan Maestro lead-acid battery disposal service, though at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/obracel-sa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Obracel SA