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Eveready launches portable liquid vaporiser to enter home care, targets 2.5-4% of ₹2,800 crore market
Our read
Eveready probably gets a credible foothold in the first year, near 0.5-1% share, but the 2.5-4% target within 2.5-3 years depends on refill repeat buying and on incumbents not matching the format.
For operators
Eveready is launching its portable liquid vaporiser through e-commerce and select modern trade in four or five States first, so home care retailers and marketplaces in those States should expect new shelf and listing pitches aimed at a 0.5-1% share by the end of this financial year.
Watch
Eveready quarterly results commentary on home-care sales and progress toward 0.5-1% share by the end of this financial year
Ask next
What else has Eveready Industries launched this year?The report
Eveready Industries is launching India's first portable liquid vaporiser in a ₹2,800 crore market growing 6-10 per cent, targeting 2.5-4 per cent share in about two-and-a-half to three years. It will sell via e-commerce and select modern trade in four or five States initially.
- Target market share by end of this financial year0.5-1 per cent
- Target market share in 2.5-3 years2.5-4 per cent
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Reported figures
From the report. Source details below
| Target market share by end of this financial year: | 0.5-1 per cent |
|---|---|
| Current revenue share from batteries: | around two-third |
| Current revenue share from flashlight and lighting: | around one-third |
| Target revenue share from non-batteries in 2-3 years: | half |
| States for initial launch: | four or five |
What to track next
- Addition of new States or wider modern trade listings beyond the first four or five
- Marketplace ratings, review counts and refill reorder signals for the vaporiser
- Promotional or pricing moves by incumbent liquid vaporiser brands in the same channels
- Non-battery share of Eveready revenue relative to the roughly two-thirds battery base today
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Eveready is likely to push the vaporiser hard on e-commerce first, with introductory pricing and heavy review-building, before committing to wider modern trade listings.
- Expect Eveready to widen from the initial four or five States only after early repeat-purchase data supports it, and to lean on its battery distribution network to do so.
- Established liquid vaporiser and home-care brands may answer with refill promotions or their own portable formats if the new product gains visible online traction.
- Eveready is likely to add refills, variants or adjacent home-care products to build a recurring-revenue line, in line with its aim of non-batteries reaching half of revenue in 2-3 years.
- Online marketplaces and modern trade chains will probably give the product only trial-level placement at first, and will widen it only if sell-through holds.
The source
Filed
First seen