Eveready aims to double alkaline portfolio in 3 years

Kolkata: Dry cell giant Eveready plans to double the alkaline share of its portfolio in the next three years after commissioning its Jammu plant. Eveready Industries India CEO Anirban Banerjee told TOI that a higher alkaline mix would also improve margins. "Once we start making alkaline end to end, our margin would go up," he said.Banerjee said alkaline currently makes up 8% of Eveready's portfolio and is expected to rise to 16%. Eveready remains the leader in the overall dry cell battery market. In zinc carbon, it holds a 52% market share, while in alkaline it has 15%-16%, a figure that has doubled over the last year. India's overall dry cell battery market is valued at Rs 3,900-4,000 crore. Of this, alkaline accounts for 15%, or about Rs 550-600 crore.Eveready's new Jammu manufacturing plant was set up with an investment of around Rs 200 crore. The facility has an annual peak production capacity of about 360 million alkaline batteries and an annual installed capacity of 456 million. It can also produce 67 million flashlights and 6 million LED bulbs annually. Eveready's business mix remains roughly two-thirds batteries and one-third other products.On the Jammu plant, Banerjee said it is the first operating alkaline plant in South Asia. "The commissioning of India's only operating alkaline battery facility marks a significant milestone not just for Eveready, but for the country's evolving energy landscape. As consumer demand shifts towards high-performance, power-intensive devices, the need for advanced battery technologies has never been greater," he added.Banerjee also said the Jammu plant would not manufacture only for Eveready, but would supply other players and target exports as well. He noted that while the company saw a relatively flat CAGR of 4% from 2022 to 2025, it is now clocking 8% growth. In US and Europe, alkaline accounts for 60% of the dry cell battery market.
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