Kolkata-based battery and torch major Eveready Industries has recently launched a new logo on the occasion of its centenary. Designed by their long-standing agency partners Rediffusion DYR, integral to this new logo is the Eveready cat with the proverbial nine lives integrated into a prominent and stylised 100 with the speed lines.
According to company sources, it seeks to project the brand as 'evolving, contemporary, vibrant and active.' While it retains the heritage and values of the earlier version, the new identity projects a more contemporary face of the company that shows alertness to the changing market needs.
'We have approached this landmark more as a stepping stone for the future than as celebration of a milestone and this is reflected in the logo design," said Shivaji Dasgupta,Client Services Director at Rediffusion Kolkata.
'The next century of power,' the baseline that accompanies the new Eveready 100 logo reflects the mood of the company. Clearly, Eveready is focusing on the next hundred years rather than on nostalgia around the last century.
Eveready has really come a long way. From a multinational brand, which made an entry into India a century back, to an Indian company that is aggressively pursuing diversifications in the highly competitive FMCG sector, leveraging on its brand equity.
While there is still no word as to what the new forays are likely to be, according to Deepak Khaitan, Vice-Chairman and Managing Director of the company, its growth plans for the future are centred around its four mainstays: strength of the Eveready brand name, its distribution muscle, quality of not just its products but also in packaging and of course its people.
Presently, Eveready is the market leader in dry-cell batteries with around 46 per cent share of the domestic market. Essentially this means every second Indian who uses a battery inevitably uses an Eveready. Again almost three out of every four Indians who possess a brass torch own an Eveready Jeevan Sathi.
The company is also into packaged tea. The brands under the Greendale umbrella are Tez, Jaago and Premium Gold.
Speaking on the occasion of the centenary, Khaitan said, "Eveready holds 85 per cent market share of the country's flashlight segment, 46 per cent in batteries and two per cent in the packet tea segment. We hope to grab almost 50 per cent market share in the the dry-cell battery segment, while packet tea sales is expected to increase by another 50 per cent in volume terms."
Introducing Amitabh Bachchan as brand ambassador for the battery and flashlights portfolio last year, the company has enhanced its media presence. The demerger of its bulk tea business in February and restructuring of the copmpany's Board of Directors are signs of Eveready taking fresh guard to blaze its way to a second century.