Is now looking to mark an increased presence in lighting solutions, recharging devices and power banks

The B. M. Khaitan group has decided to revamp the age-old Eveready brand, so as to reflect the company’s foray into additional areas of business. Eveready Industries India Ltd. (EIIL), which drew its sustenance mainly from sales of dry cell batteries and flashlights, is now looking to mark an increased presence in lighting solutions, recharging devices and power banks. ‘Give me Red’ is a two-decade-old slogan that helped to build the history of Eveready. It came when EIIL started making the red plastic shielded leak-proof batteries replacing the earlier white ones.

As gadgets kept changing, Eveready, too, has to expand its portfolio to related areas as it could not afford to be known only as a battery and flashlight company.

“So we entered the area of lighting solutions first (with CFL bulbs) and then into the area of power packs as today’s youth is always on the move and is always switched on,” Amritanshu Khaitan, EIIL’s Managing Director, said.

The revamp exercise adds a tagline — the next level of power in addition to the Give Me Red line that is now synonymous with EIIL. “I believe that the new campaign will extend Eveready beyond batteries and position itself as a portable power and lighting solutions provider,” Mr. Khaitan said.

EIIL, which now has a 60:40 share between batteries and flashlights and its newer products, is trying to alter it in favour of the new products, the MD said.

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