Kolkata: Eveready Industries is targeting 2-4% market share in India’s liquid vaporiser market, now dominated by Godrej, Mortein and Maxo. Anirban Banerjee, chief executive officer of Eveready Industries India, said dry-cell battery giant Eveready has already entered India’s home care segment with mosquito rackets, and liquid vaporisers, which it introduced on Wednesday, would further strengthen this position.Eveready would also explore possibilities of entering other categories of home care over 12 to 18 months. Banerjee said Eveready’s liquid vaporiser will be a market disruptor as it will be rechargeable with complete portability. India’s household insecticide market is currently valued between Rs 2,800 crore and Rs 5,000 crore, with liquid vaporisers showing healthy growth.Banerjee said: “Eveready has always been in the business of bringing power and convenience to consumers, and our portfolio has evolved as their needs have changed. Our entry into mosquito protection is a natural extension of this approach, allowing us to bring our expertise in portable and rechargeable power into a new category. With Eveready ULTIMA Liquid Vaporiser, India’s first portable liquid vaporiser, we are making mosquito protection more convenient and adaptable to the way consumers use their spaces today. The product allows consumers to unplug mosquito protection and use it where they really need it.”Incidentally, batteries now account for 63-64% of Eveready’s revenue, while non-battery business is 36%.
