Energiser Plans To Sell Flashlights Product Range

Energiser India, a subsidiary of dry cells and multi-purpose battery maker Ralston Purina Inc, has decided to expand its product range from alkaline batteries to flashlights, according to sources.

Energiser now wants to sell, market and distribute flashlight cases, which includes special purpose flashlights for signaling, fire services, mines, underwater, marine, flashing and warning lanterns, explosive proof lights, floatation lights and searchlights, the sources said.

Also, the company will shortly launch manganese dioxide batteries and expects to expand business in a big way in the near future. "We are currently selling and promoting alkaline batteries. But we have not been able to expand the market for these batteries," the official said.

 

"Our market research has revealed that demand for batteries is derived primarily from their use in flashlight cases and transistor sets. All dry battery manufacturers in India are marketing flashlight cases under the same brandname along with their dry cell business in an effort to promote the sales of their brand of dry cells as well as their flashlights. We would now like to take a similar route," he added.

Dry cell manufacturers also tie up with other small scale enterprises for supplies. Energiser is the only company among battery manufacturers in the country which does not have any arrangement for selling flashlight cases.

The company will have to seek the permission of the government for selling flashlight cases since at present it is permitted to sell only alkaline batteries and manganese dioxide cells. The officials said requisite clearances have been sought for.

The government does not approve of domestic retailing. It may, however, permit wholesale trading, on the recommendations of the commerce ministry, it was learnt.