Riding on its extensive distribution chain for batteries and packet tea, Eveready Industries Ltd., has decided to introduce more FMCG products in the market. "We are looking at introducing more categories within FMCG, and there is already a top management team which is working on the possible categories," stated Ms Jayashree Mohanka, Group General Manager - Marketing, Eveready Industries.
The company is also open to the idea of other FMCG players using its distribution network, including foreign brands wanting to enter the Indian market. At present Eveready spans a distribution set up with 4,000 direct distributors who reach out to 6 lakh retailers across the country.
Both its tea brands and torches and batteries continue to use the same distribution network.
Primarily a torches and batteries manufacturer, the company also has packet tea brands such as Tez, Premium Gold and Jaago under the Greendale brand. "At the moment we have restricted our tea brands to the northern market and are waiting for the tea industry to turn around before we can take our brands national. Besides, tea is a competitive market although we have the distribution and strength of Eveready," said Ms Mohanka.
Meanwhile, the company is hoping to get some additional growth for its torches. "The market for torches is still unorganised and we have a majority share of 83 per cent in the organised market. It is a challenge to get growth in the torch market and so we are targeting the rural market with our new designs," claims Ms Mohanka.
In batteries, the company faced a difficult time this year with the slowdown in the FMCG industry. Roping in Amitabh Bachchan as its brand ambassador (the give me red campaign made by Rediff DY&R) is expected to reverse the trend in batteries for the company. With a 70 per cent share in batteries, the company intends growing the market and further improving its market share.
Amitabh Bachchan is expected endorse the Eveready brand for a period of two years. Recently on the eve of the superstar's birthday, Eveready presented him a 2 km long birthday card with wishes of the company's 6 lakh business partners. Weighing 200 kg, the card was specially airlifted to Mumbai for the event.