• It aims to increase its market share in the country’s alkaline battery segment to around 25% in value in the next three years from 16% by both domestic and export opportunities.
• The state-of-the-art greenfield unit was officially opened by the Manoj Sinha, Lieutenant Governor of J&K, in the presence of Mohit Burman (Promoter & Non-Executive Director),(EIIL) and Anirban Banerjee (CEO),(EIIL).

Strategic Significance:
For decades, India has relied heavily on imported alkaline batteries or local zinc-carbon ones.

• Focus on Premiumization With the demand for high-drain electronic devices surging, the plant will primarily produce the Ultima Alkaline range to cater to the premium segment.
• High-Drain Performance: Alkaline batteries offer much higher energy density than zinc-carbon, making them essential for modern “high-drain” devices like smart locks, digital cameras, and high-tech toys.
• Import Substitution: By making these “end-to-end” in Jammu, Eveready reduces India’s dependence on imports (mostly from Southeast Asia and China), leading to better margins and supply chain resilience.