Eveready eyes 4-5 percent market share of small appliances

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Kolkata, March 17 (IANS) Leading battery maker Eveready Industries India, which makes its foray into home appliances sector, is aiming at four to five percent market share in the segment in the next three to five years time, a top company official said on Thursday.

The company is also focusing on e-commerce channel to popularise the ‘Eveready Appliances’ brand, said managing director Amritanshu Khaitan.

“We are targeting to have four to five percent market share of small appliances in the next three to five years time,” he said, adding the the small appliances market in India is estimated to be around Rs.10,000 crore and growing at around 10-12 percent per annum with the premium segment growing at a faster pace between 30-35 percent.

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Eveready is launching about 60 products of different ranges including ceiling fans, choppers, coffee maker, mixer grinders irons, food processors, water heaters, induction cookers, mixer grinders, juicers, kettles, etc.

“Our focus will be on e-commerce channel. There will be exclusive products for exclusive e-commerce sites,” said Khaitan.

In the perspective of product souring, he said: “Depending on the different product ranges, about 50-60 percent of the products are being sourced from Chinese vendors and rest is being sourced from reputed Indian vendors.”

The company wished to positioning the brand in both premium and popular segment. “To mitigate after sales service expectations of our customers, we have already set in place a network of 76 authorised service centres across the country,” said Khaitan.

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He also said like lighting business, the company would be leveraging FMCG distribution channel for selling of small appliances. “We expect about 25 percent of products ranges which we are launching today would be sold through our FMCG network.”

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