Eveready Enters Mosquito Protection Market
Eveready Industries India Ltd., the market‑leading battery and flashlight brand in India (NSE: EVEREADY, BSE: 531508), announced on 9 Oct 2026 the launch of Eveready ULTIMA Liquid Vaporiser, positioned as India’s first portable liquid mosquito vaporiser. The product is priced at Rs 299 and is offered alongside a plug‑in liquid vaporiser and refill packs of 2, 4 and 6 units, available through e‑commerce, modern trade and general trade channels.
Market Context
The Indian household insecticide market is valued at more than Rs 5,000 crore, with the liquid vaporiser segment accounting for approximately Rs 2,800 crore and exhibiting healthy growth. Conventional liquid vaporisers require a fixed plug point, creating a demand for a flexible, unplugged solution.
Product Features
Eveready ULTIMA is a rechargeable device that delivers up to three hours of battery backup and can be recharged via Type‑C using a laptop, power bank or car charger. It operates without being connected to a power source, allowing use in bedrooms, children’s play areas, balconies, bathrooms, cars and other enclosed travel spaces, and continues to function during power outages. The unit incorporates an advanced Japanese formula that provides 100 % protection against mosquitoes transmitting dengue, chikungunya and malaria.
Marketing Campaign and Distribution
The launch is supported by an integrated “Unplug and Use Anywhere” campaign that positions the product with the tagline “Old Liquid Vaporisers are fixed. Mosquitoes are not.” The media plan combines hyper‑local targeting in high‑availability markets, digital and television advertising, as well as print and outdoor visibility. Eveready leverages its extensive distribution network of roughly 4.5 million outlets, including about 500,000 outlets serviced directly by its distributors, and plans to utilise modern trade and quick‑commerce channels to reach consumers.
Company Background
Eveready, with a legacy of over a century, operates manufacturing facilities in Matia, Lucknow, Haridwar, Maddur, Kolkata and Jammu (the latter inaugurated in April 2026 as India’s only alkaline battery plant). Its product portfolio spans carbon‑zinc, alkaline, rechargeable and lithium batteries, flashlights, mobile accessories, mosquito racquets, small appliances, electrical accessories, wires and MCBs. The company maintains ISO 9000 and ISO 14000 certifications and runs an R&D centre approved by the Department of Scientific and Industrial Research (DSIR).