Eveready Industries India Ltd., India’s No. 1 battery brand, 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 ₹5,000 crore, with liquid vaporisers accounting for approximately ₹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,”addedMr. Banerjee.
Eveready ULTIMA Liquid Vaporiserhas been introduced to give consumers greater flexibility in where they use mosquito protection, without being restricted to a fixed plug point. The portable liquid vaporiser can be conveniently carried and used across bedrooms, children’s play areas, balconies, bathrooms and other spaces without convenient access to a plug point. It can also be used in cars and other enclosed travel spaces.
Designed to deliver uninterrupted protection, Eveready ULTIMA is the only liquid vaporiser designed to operate without being plugged into a power source, enabling continued functionality even during power outages. Its rechargeable format provides up tothree hours of battery backup, helping families stay protected without disruption during unexpected power cuts.
With advanced Japanese formula, it provides 100% protection from mosquitoes that can cause dengue, chikungunya and malaria.
The product’s distinctive proposition is brought to life through an integrated media campaign built around the thought “Old Liquid Vaporisers are fixed. Mosquitoes are not.” The campaign challenges the conventional way of using liquid vaporisers and introduces a simple new behaviour: “UNPLUG and Use Anywhere.”The media strategy for this communication combineshyperlocal targeting in markets with strong retail availability, supported by digital media and television channels that reach the brand’s core audience. The campaign also showcases different everyday scenarios, including dining, play and study, demonstrating how consumers can take mosquito protection beyond the traditional plug point. This is part of a wider 360-degree campaign, with visibility across print and outdoor media.
Link to the TVC:https://youtu.be/haQWFd-AKEA?si=Gn9fAi5lka2cW5lR
With Eveready’s reach extending to nearly 4.5 million outlets, including approximately 500,000 outlets serviced directly by its distributors, the company is well positioned to build significant distribution for the new category. Mosquito protection is an important part of the household shopping basket, providing an opportunity for Eveready to leverage its extensive distribution network to bring Eveready ULTIMA liquid vaporiser closer to consumers.Modern trade and quick-commerce are also growing channels for the company and will be further leveraged to make this product accessible to consumers seeking convenient and effective mosquito protection.