Impact of

EVEREADY LALTERN
In Rural Area

Presented By: ANKIT KUMAR

• Over the years, Eveready INTRODUCTION
offered a wide array of
diverse products ranging
from flashlights to packet tea
and mosquito repellents and
established itself as an
FMCG player in India.
• Eveready forayed into the
LED lamp segment in April
2009 by introducing
Homelite, the company’s
battery-run lanterns.
 LED lamps consume one-sixth battery
power when compared to ordinary bulbs

• The metal road leading up to village Rani Purva is the

brighter side of the discordant showcase of its
development. On the seamier side, this village — located
just 40 km from Lucknow and almost 14 km off the
nearest highway connecting Sitapur with Lucknow —
does not have power even 19 years after it was shown
that dream. The lines laid to supply power to the village
were stolen in 1990.

• So, every evening when the Sun went down on Rani

Purva, Mahku Lal Bhargav’s 15-member family’s life
revolved around kerosene lamps. But that was until a few
months ago when a grocer in a neighbouring village
convinced him to buy Eveready’s LED (light-emitting
diode) lantern that runs on batteries. It is 9.30 at night and
the family’s nine grand children (four granddaughters and
five grandsons) are huddled with their books around the
lantern that Eveready branded as Home Lite (it was
recently changed to Nu LITE after a trademark dispute)
HL 08.
• The eldest, 18-year-old Amit Kumar, is a first-year
student of political science, sociology and Hindi at the
prestigious Christian Degree College in Lucknow. He
wants to be a lawyer. His 17-year-old sister Mamta Devi
is in Class 12. Eight-year-old Suraj is in Class IV and
wants to be a doctor. Each one of them is clinging to the
lantern’s milky white light as opposed to the kerosene
lamp’s dull yellow rays, smoke and soot. Amit
complains that he is not sure how long his grandfather
will be able to afford the batteries from the average Rs
20-50 he earns daily from the village’s only grocery
shop and the family’s four bighas of land. Last time, the
lantern ran only as long as the free batteries that came
with it lasted. Convincing Bhargav to buy three more
was not easy. 
From Gimme Red To Gimme LED

Elahi-family owned Sansar Lights is among the region’s oldest and biggest
distributors of kerosene lanterns. Abid Elahi of the family’s second generation
says he sells between 150-180 kerosene lanterns per day at Rs 100-125 each,
but these sales are half of what they were before the advent of LED lanterns.
Elahi, who also distributes Eveready products, says local and unbranded LED
lanterns first hit the market for as low as Rs 50. At that time, Eveready’s LED
lantern sales were less than
5 per cent of total sales but in the past five months it has risen to 95 per cent.
• Eveready has attacked the ‘costly’
rechargeable lanterns in a campaign
suggesting consumers must buy four of
single-life battery lanterns for the price of a
rechargeable lantern.

• Eveready is faced with a peculiar challenge:

kerosene lamp sales shoot up in north India
during winters because families use them as a
source of heat as much as light. Khaitan’s
biggest challenge now is to ensure that he
generates enough heat with his offerings to
keep his portfolio trendy and relevant.
With its digiLED technology, unlike a kerosene lamp or
candle, the Eveready Lantern gives bright, continuous
and unflickering light from long lasting LEDs. All this at
the same running cost per hour, as that of a kerosene lamp
or candle. It illuminates a wide area and is ideal for
activities like studying, cooking and other in-house
work… making it a true Light for our Home !