Some categories just don’t have the X factor. Product differentiation is low, consumer involvement is even lower. As a brand you cannot play around too much with the pricing and meeting expectations is table stakes. If you are the category leader one option would be to take on the onerous task of redefining the category itself. That’s exactly what Eveready, the leader in India’s flashlight market — which is about 10-12% of the overall Rs 10,000-crore lighting solutions space — is trying to do with its new products and focused communication and marketing.
The company recently launched Eveready Siren Torches — flashlights that also have an inbuilt alarm system that rings out in case of emergencies. “Two-thirds of the flashlight consumption happens in rural India. Our insight came after we observed that many torches in India are bought by farmers, who usually visit their farms at night, mostly between 6 in the evening and 2 in the morning. At this time, they use the device to ward off animals or to check whether there are any reptiles crossing their path,” says Anirban Banerjee, senior vice-president & SBU head (batteries & flashlights), Eveready Industries India.
After also noticing the heightened security-related concerns among women in urban markets, the brand decided to single-mindedly focus on the proposition of safety. Banerjee says, “We found that the safety quotient became very relevant, not only to farmers, but also to women on the go, especially when they are returning home in the night. So we wanted to offer a compact, simple and affordable solution across the country, which led to the birth of this new feature.” The alarm makes a sound over 100 decibels, which is close to the pitch of an ambulance siren.
This move indicates Eveready’s drive to redefine the flashlight category by integrating capabilities tailored to contemporary safety needs, says Yasin Hamidani, director, Media Care Brand Solutions. “Flashlights have traditionally been seen as simple, utilitarian devices. By embedding an alarm feature, Eveready is trying to transform the flashlight into a more versatile and essential tool,” says Hamidani. He adds that this feature not only differentiates the product in a crowded market but also aligns with the growing demand by consumers for multifunctional gadgets.
The new offering will help enhance the company’s brand image by associating it with innovation, says Ambika Sharma, founder & MD, Pulp Strategy. She adds that the company can also collaborate with safety advocacy groups, agricultural associations, and law enforcement agencies to endorse the product. Moreover, similar safety concerns exist globally, presenting an opportunity to introduce the product to international markets where personal safety devices are in demand.
Hurdles galore
The task of category repositioning is not going to be easy. “The flashlight industry has two challenges — the first is at the consumer end, which is that flashlights are bought when you are in need or in peril. How do we break that barrier? The second problem is the huge inflow of torches from China that come with unverified claims. If we had a strong registration body, like the ones for the toys or shoes sector, then the consumer is reassured of the quality they are receiving. Else, anyone can claim anything without the fear of being called out,” says Banerjee.
Pulp Strategy’s Sharma points out that convincing traditional flashlight users to switch to a higher-priced (the product retails at Rs 450 online, versus some of the company’s regular torches that retail in the Rs 200-300 band), multifunctional device could also be challenging. Educating consumers about the added value and appropriate use of the siren feature is also crucial, and requires substantial marketing efforts. Addressing privacy concerns regarding the alarm’s potential misuse will also be necessary, adds Hamidani.
To address all this, says Mehul Gupta, co-founder & CEO, SoCheers, the brand needs to craft a compelling message and promote the Siren Torch across diverse audience segments. On its part, the company has launched a campaign, “Awaaz Uthaney Ka Power”, conceptualised by Ogilvy India, to underscore the importance of individual safety. The campaign features people with hearing and speech impairment, shining a spotlight on the critical role the Siren Torch can play in their lives. To ensure authenticity and impact, Eveready has partnered with India Signing Hands, an organisation dedicated to empowering the hearing impaired.
The company has also the Dangal India channel, which has deep reach in rural markets, to reach out to prospective consumers. It is undertaking activations at ITC Chaupal Sagars, which are huge congregations of panchayats and farmers, along with places where farmers can sell their produce.