A week after unlocking Rs 124 crore (Rs 1.24 billion) from the sale of a Kilburn Engineering property, the Brij Mohan Khaitan group has announced another Rs 115 crore (Rs 1.15 billion) deal.
The development comes at a time when Eveready is on the lookout for strategic investors, including a possible stake sale in its battery business.
The change in ownership is expected to give a fresh lease of life to the company that has often been dragged by financial stress in its close to three-decade journey under the Khaitans, reports Ishita Ayan Dutt.
Eveready Industries India will launch a new category in Financial Year 2024-25 (FY25) as it works to double revenue, said a senior executive of the country's largest dry cell battery maker. It could be an adjacency or a new product under the Eveready brand and a final decision is expected by the end of this financial year. "We are currently working on that exercise; it's on the drawing board," said Suvamoy Saha, managing director of Eveready.
Over the past year, McLeod sold 21 gardens in India, reducing almost 32 million kg in production.
Over the past decade, a change in consumer choice swept through the battery industry - the walkman lost its mojo, smartphones took over cameras and batteries were tucked away in remotes and wall clocks that hardly needed frequent call-ups. The result: Brand Eveready lost mind space. And the company's attempt to stick to the on-ground marketing activities didn't quite help. But Eveready, now at the cusp of change, is putting things right - a new Give Me Red television commercial has been launched after a gap of 7 years featuring an empowered bride ski-diving to her wedding venue. The creative, according to Eveready sources, is in sync with the brand doctrine.
As on March 31, 2019, while the promoter group's stake, including individual promoter shareholders as well as group investment firms, stood at 42.71 per cent, it fell to 38.39 per cent on Tuesday.
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