According to Amritanshu Khaitan, MD of the company, 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.
Aditya Khaitan, Vice-Chairman of EIIL, said the Eveready brand, which was synonymous with dry-cell battery and torch, has already been extended to lighting products.
“Electrical appliances are a natural extension of the brand that is following the conceptual pathway of energy.” Like lighting products, the new business line would be asset-light. “We would outsource the products entirely from domestic and Chinese vendors,” said Amritanshu Khaitan.
The electrical home appliance market in India is currently worth ₹15,000 crore and is growing by 10 per cent every year.
The company’s 4,000-strong FMCG distribution network and 350 electrical product distributors would be keys to the marketing strategy. “We are adding 250 more to the list of electrical product distributors. We are also putting in place 225 franchisee servicing agents,” the MD added.
The company, following a soft launch now, is likely to embark on a big-ticket promotional campaign around Diwali.
Credits The Hindu Business Line