Mr. Anirban Banerjee, Chief Executive Officer of Eveready Industries India Ltd., unveiled Eveready ULTIMA, India’s first portable liquid vaporiser, alongside the company’s sales leadership team.
The Indian household insecticide market is currently valued at more than Rs 5,000 crore, with liquid vaporisers accounting for approximately Rs 2,800 crore and recording healthy growth. However, conventional liquid vaporisers are designed to remain connected to fixed plug points, while mosquitoes can move between different areas of a home. This limitation has created demand for a more flexible solution that can provide mosquito protection across spaces without depending on the availability of a plug point.
Speaking at the launch, 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 protection across different spaces within their homes. The company highlighted that while 99 mosquitoes may be eliminated, even one remaining mosquito can continue to pose a threat to a family’s health and safety. Mosquitoes can hide in corners, move between rooms and enter areas where conventional plug-in vaporisers may not always provide continuous protection.
Although consumers have access to several mosquito protection solutions, SOS formats such as sprays, coils and incense sticks can present challenges, including smoke, odour and the need for repeated application.
Mr. Banerjee added, “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.”
Eveready ULTIMA Liquid Vaporiser has been introduced to give consumers greater flexibility in choosing where to use mosquito protection without being restricted to a fixed plug point. The portable device can be carried between 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 during power outages. Its rechargeable design provides up to three hours of battery backup, helping families maintain protection during unexpected power cuts.
The product uses an advanced Japanese formula and, according to the company, provides 100% protection from mosquitoes that can cause dengue, chikungunya and malaria.
The product’s positioning is supported by an integrated media campaign built around the message, “Old Liquid Vaporisers are fixed. Mosquitoes are not.” The campaign challenges conventional liquid vaporiser usage and promotes a new behaviour through the message, “UNPLUG and Use Anywhere.”
The media strategy combines hyperlocal targeting in markets with strong retail availability, supported by digital media and television channels aimed at the brand’s core audience. The campaign features everyday scenarios involving dining, play and study to demonstrate how consumers can extend mosquito protection beyond traditional plug points. The initiative forms part of a wider 360-degree campaign that includes print and outdoor media.
The television commercial is available at https://youtu.be/haQWFd-AKEA?si=Gn9fAi5lka2cW5lR.
Eveready’s distribution network is another component of its strategy to establish the new category. The company’s reach extends to nearly 4.5 million outlets, including approximately 500,000 outlets serviced directly by its distributors, positioning it to expand the product’s distribution.
Mosquito protection is an important part of the household shopping basket, providing Eveready with an opportunity to leverage its extensive distribution network to bring ULTIMA Liquid Vaporiser closer to consumers. The company also plans to further leverage modern trade and quick-commerce channels to make the product accessible to consumers seeking convenient and effective mosquito protection.
The Eveready ULTIMA Portable Liquid Vaporiser is priced at Rs 299. Its key features include a rechargeable design, up to three hours of battery backup and Type-C charging. The device can be recharged using a laptop, power bank or car. The company describes the product as a patent-applied innovation that brings its expertise in power to mosquito protection.
The product range also includes a plug-in liquid vaporiser and refills available in packs of two, four and six. The products are available through e-commerce, modern trade and general trade channels.
Eveready Industries India Ltd. has a legacy spanning more than 100 years and is a household name in batteries and flashlights, with an emerging presence in consumer and professional lighting. The company is listed on the National Stock Exchange under the symbol EVEREADY, on the Bombay Stock Exchange under scrip code 531508 and on the Calcutta Stock Exchange under scrip code 000029.
Since its inception in 1934, Eveready has been at the forefront of the dry cell battery market, providing portable energy and lighting solutions to millions of consumers. Its iconic catchphrase, “Give Me Red”, has become synonymous with trust and dependability across generations.
In 2023, the company embarked on a transformative journey with the unveiling of its new infinity logo and the tagline “Give Me Power, Give Me Red”. That year also saw the launch of the Eveready Ultima Alkaline battery range, designed to meet the evolving needs of Indian consumers. In April 2026, Eveready inaugurated India’s only operating alkaline battery facility in Jammu.
Alongside Eveready Ultima Alkaline, the company offers a battery portfolio spanning carbon-zinc, alkaline, rechargeable and lithium formats, establishing its position as India’s No. 1 battery brand, according to the company.
Beyond batteries, Eveready offers flashlights and torches for everyday use, emergencies and outdoor activities. Its products include the Eveready Siren Torch, which combines illumination with a built-in safety alarm, and India’s first hybrid torch, which offers dual power options through rechargeable and battery-based formats. The company identifies itself as India’s No. 1 flashlight brand.
Eveready has also expanded into mobile accessories, mosquito racquets, small appliances, electrical accessories, wires and MCBs to address changing consumer requirements.
The company’s manufacturing facilities are located across India in Matia, Lucknow, Haridwar, Maddur, Kolkata and Jammu. These facilities use globally benchmarked technology platforms and follow operating standards focused on quality, environmental practices and technology adoption. The company cites its quality management standards under ISO 9000 and environmental practices under ISO 14000.
Eveready also operates a Research and Development facility approved by the Department of Scientific and Industrial Research (DSIR), Ministry of Science and Technology, Government of India.
With the launch of ULTIMA Liquid Vaporiser, Eveready is extending its portable power expertise into household mosquito protection, combining a rechargeable format with a distribution strategy spanning general trade, modern retail and digital commerce.
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