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Eveready to enter small appliances market

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Leading battery maker Industries India Ltd has entered the Rs 15,000-crore appliances market by launching its range of home appliances. The company is aiming at four to five per cent market share in the segment in the next three to five years time.

Eveready to enter small appliances market
Eveready is aiming at four to five per cent market share in the segment in the next three to five years time

The products will be outsourced mostly from Chinese vendors, while some Indian players will be in the fray, too. The company has a digital strategy ready to popularise the ‘Eveready Appliances’ brand.

The company’s 4,000-strong FMCG distribution network and 350 electrical product distributors would be keys to the marketing strategy.

Like its lighting business, the company would be leveraging the FMCG distribution channel for selling of small appliances.

Around 60 products in various categories, including fans, water heaters, ovens, toasters, grillers, mixer-grinders, rice cookers and roti-makers, have been launched for the domestic market, in the premium and value-for-money segments.