Introduced with an integrated campaign ‘Unplug and Use Anywhere’, the company takes mosquito protection beyond the plug point
Mumbai, Maharashtra, India (NewsVoir)
Eveready Industries India Ltd., has announced its entry into the mosquito protection category with the launch of Eveready ULTIMA Liquid Vaporiser, India’s first portable liquid vaporiser. The launch marks another step in Eveready’s strategy of diversifying into relevant consumer categories by leveraging its established expertise in portable power to address evolving everyday needs.
The Indian household insecticide market is currently valued at more than Rs 5,000 crore, with liquid vaporisers accounting for approximately Rs 2,800 crore and showing healthy growth. However, conventional liquid vaporisers are designed to remain connected to fixed plug points, while mosquitoes can move across different areas of the home. This creates a need for a more flexible solution that can provide mosquito protection across spaces, without being restricted by the availability of a plug point.
Speaking on the occasion, Mr. Anirban Banerjee, Chief Executive Officer, Eveready Industries India Ltd., said, “Eveready has always been in the business of bringing power and convenience to consumers, and our portfolio has evolved as their needs have changed. Our entry into mosquito protection is a natural extension of this approach, allowing us to bring our expertise in portable and rechargeable power into a new category. With Eveready ULTIMA Liquid Vaporiser, India’s first portable liquid vaporiser, we are making mosquito protection more convenient and adaptable to the way consumers use their spaces today. The product allows consumers to UNPLUG mosquito protection and use it where they really need it.
With mosquito-borne diseases continuing to be a concern, consumers are increasingly seeking effective protection across different spaces within their homes. While 99 mosquitoes may be eliminated, even one remaining mosquito can continue to pose a threat to the health and safety of the family. Mosquitoes can hide in corners, move between rooms and enter spaces where conventional plug-in vaporisers may not always provide continuous protection. While consumers have access to a range of mosquito protection solutions, SOS formats such as sprays, coils and incense sticks can come with challenges such as smoke, odour and the need for repeated application.
“In many ways, this is a rethink of a format that has remained largely fixed for decades. We are making it more adaptable to consumers’ lifestyles and the way they use their spaces today. This launch is also part of our larger strategy of purposeful diversification – building on what Eveready is already known for while entering categories that address relevant and emerging consumer needs,” added Mr. Banerjee.
