India-based battery company launches fruit chews
Eveready Industries India to use distribution system to become ‘significant player’ in Indian fruit chew market.
Photos by Eveready Industries India.
Dry cell battery manufacturer Eveready Industries India has entered the Indian confectionery market by launching fruit chews under the Jollies brand.
In a regulatory filing posted Monday, Eveready estimated India’s $60-million (400 crore) fruit chew market will double over the next 3 to 4 years, offering the company an opportunity to further diversify its product portfolio.
Eveready Managing Director Amritanshu Khaitan said the company plans to leverage its existing distribution system to become a “significant player” in the category.
“Jollies Fruit Chew will be an attractive offering to Indian consumers who prefer healthier choices,” Khaitan said. “The product being launched has a high percentage of natural fruit pulp, making it a preferred, healthier option to pure sugar candy.”
Eveready sells more than 1.2 billion batteries and 25 million flashlights each year. The company has also expanded its product portfolio to include energy-efficient lighting products, rechargeable devices, small home appliances and packaged tea.
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