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Gillette unveils new Geep range of batteries

Sharat Pradhan in Lucknow

Gillette India Ltd, which took over the Allahabad-based Geep Flashlight Industries about two years ago, on Wednesday unveiled its new range of batteries and flashlights in Lucknow.

Gillette, which preferred to continue with the established brand name of Geep, was hopeful of a 25 per cent increase its existing market share.

"We chose Lucknow for the nationwide launch of the new range of products because it happens to be the capital of the country's most populous state," Manoj Kumar, regional business director of GIL told a press conference.

Asked if he saw the invasion by cheap Chinese batteries into the Indian market as any major threat to Gillette, Kumar claimed, "The question did not arise as our product was not only far superior in terms of quality but also it was true value for money."

When a scribe drew his attention to the enormous price difference between Geep and the Chinese brand of cells, Kumar shot back: "Well, even if a consumer turns towards the Chinese cells for the sake of the price difference, we are confident that he would soon return to us because the trouble-free superior performance we provide, was unparalleled."

He said, "While Gillette was a world leader with brands like Duracell, in India it was all set to storm the market with the 50-year-old Geep brand, that had consistently meant trust, reliability and long lasting power."

Backed by the prowess and technology of Gillette's portable power business, Geep has been given a new look. Added to its traditional range now are Geep Premium Gold batteries. "This has specially been kept mercury-free to make it more environmentally safe," Kumar pointed out.

While Geep held 9 per cent of the national market share, its batteries were leaders in the Uttar Pradesh market, where it commanded a market share of 20 per cent. In flashlights too, the brand-name held 25 per cent of the country's market share as against 30 per cent in UP.

Gillette's original brand - Duracell - commands 51 per cent share of the alkaline battery market in India. Geep was making largely zinc batteries.

The company has no plans of cutting down its price to compete with the Chinese rival.

"I do not think there is any need for that ; our emphasis is on providing added value to money; and I am sure it will pay," he emphasised.

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