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Eveready GP rechargeable to target rural market

Our Bureau

CHENNAI: July 3

EVEREADY Industries India Ltd, today launched its rechargeable nickel cadmium pencil (AA) batteries, Eveready GP, in Chennai. Each Eveready GP (AA) rechargeable battery can reportedly be recharged up to 500 times under standard conditions.

A four-cell charger, including four rechargeable batteries, has been introduced at a special MRP of Rs. 300, while a four-battery pack of AA size, 600 million ampere hour capacity (nickel cadmium) will cost Rs.160 (MRP), according to Mr. R.L. Joseph, Dir ector, Eveready Industries Ltd.

Announcing the launch of rechargeable batteries, Mr. Joseph said: ``It is the first time in the country that rechargeable batteries are available in the market from an organised sector.

``The rechargeable batteries currently available in the market are only from the unorganised sector, which uses either `bogus' labels, or brings illegally branded batteries into the country. However, with the introduction of Eveready GP, we will fight th e unorganised sector, and establish a strong market in the country,'' he added.

Mr. Joseph said Eveready Industries, a Rs.800-crore plus company, and part of the Williamson Magor Group, has tied up with GPI International of Hong Kong, one of the largest manufacturers of rechargeable batteries in the world, to introduce the rechargea ble batteries in India.

Eveready Industries, which purchases only rechargeable batteries from GPI, does its packaging through third party contractors in Mumbai, and sells under the Eveready GP brandname in India, he said.

The company, which launched Eveready GP in Pune, Mumbai, Calcutta, Delhi, Bangalore and Hyderabad, soon plans to introduce rechargeable batteries in other major cities. ``We are going to tap the rural areas too in a big way,'' he said.

Mr. Ashis Mukherjee, in-charge of all India sales, said the company has so far sold around 50,000 cell chargers (power bank) and around 30,000 battery sets. This year, the company plans to sell around two million battery sets, he added.

Pic.:Mr. R. L. Joseph, Director, Eveready Industries Ltd (left) and Mr. Ashish Mukherjee, Manager, Sales (India), at the launch of Eveready GP rechargeable AA batteries in Chennai.