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Eveready banks on rural India, rolls out mosquito coils across the country

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Eveready banks on rural India, rolls out mosquito coils across the country

Even as the company looks to increase its share of the dry cell battery market, Eveready is looking to cash in on its rural reach with other products. Following its entry into packet tea, the company is now rolling out mosquito coils across India under the brand name Eveready.

A company spokesperson shared that the dry cell market was growing at the rate of 8-10 per cent, and that the size of the dry cell market in India currently stood at 2.2 billion units (Rs 1,500 crore). Eveready is targeting a growth of 12 per cent in its core business, and seeks to improve its market share of 47 per cent (2005-06) to 50 per cent.

Having focused on improving its reach and distribution growth over the years, the company is now looking at exploring its distribution channels for other products. According to an AC Nielsen study on reach and distribution growth, while the total FMCG universe grew at 18 per cent between January-March 2003 and July-September 2005 (to touch 7,300,000 outlets), Eveready’s distribution grew by 43 per cent to touch 3,300,000 outlets.

“We can confidently say that we have the largest distribution network in the country. We are looking at how we can sell other products through this network. We are also tea producers. We have started marketing packet tea. Last year, we sold 7,000 tonnes of packet tea, making us the fourth largest among the organised players. We want to look at new areas to utilise our reach,” said Ravi Grover, VP-Sales and Marketing, Eveready Industries.

More recently, in February-March 2006, the company launched ‘Eveready Power On’, its own brand of mosquito coils. This is being rolled out across the country, and is currently available in West Bengal, the North East, Uttar Pradesh and Kerala. The roll-out is expected to be complete by September 2006.

“The launch was with the line ‘Power On, Machar Gone’. We are also looking at battery operated mats and repellants, which will be of tremendous value since power is a major issue in the villages. We tried to find out what the products are that can be sold in rural areas. We are only trying to reach rural areas, and not even trying to sell in urban markets. With 1,000 vans operating everyday, we go into the interior areas better than anyone else. Reach is a huge advantage,” added Grover.

In the core business, the company plans to be in all segments of dry cell batteries, and is working on a five-hour rechargeable battery too. With Amitabh Bachchan propelling the marketing efforts in a new campaign, one is forced to agree that with brand Eveready, ‘Kuch Hai Extra’.

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