The power of red batteries could soon charge your room with a new fragrance.
To cash in on the buoyant real estate market, Eveready Industries Ltd is contemplating to launch a full basket of homecare products that is likely to include products like room freshener and toilet air purifier.
The company launched mosquito coils under Eveready Poweron brand as a part of the homecare range.
The vice-chairman and managing director of Eveready Industries, Deepak Khaitan, said the company was looking at coming out with a full homecare range as it felt the segment was poised for a massive growth following the boom in housing sector.
"We are experiencing a boom in housing and this is going to continue, so products like room fresheners and toilet air purifiers will experience multiple growth in years to come, perhaps even higher than mosquito coils," he said.
Speaking on the launch of mosquito coils, Khaitan said, "The mosquito repellent market in India is estimated around Rs 800 crore (Rs 8 billion) and it is growing at a rate of 15 per cent".
He added, "Poweron wants to focus on proper retail and display apart from spreading its marketing network to the deepest rural areas".
The company chose to extend the Eveready brand to ensure easy acceptance by the trade.
Initially, Poweron would be sold in West Bengal.
Later, it would be made available in other markets of north-eastern India.
Poweron could go national within 18 months.
Eveready would outsource the product and use its distribution channel to market it through its 4,000 existing distributors across the country.