Eveready Industries Ltd has test launched a range of universal portable chargers for mobile devices. Amritangshu Khaitan, Director of Eveready, said the test launch would occur in the period between January and April in the four metros and also in Bangalore and Pune. The range consists of two high capacity chargers for smart phones and tablets, one for feature phones and a universal USB charger.

He said the products with lithium ion and lithium polymer were being outsourced from China and being marketed under Eveready brand and Ultima sub brand.

“We are also setting up a parallel distribution channel comprising of over 4,000 distributors and 8 lakh retail outlets for these products, which are being targeted for the young Indians,” Khaitan said.

The product would also be available through Flipkart and Snapdeal. Eveready has decided to restrict the campaign to print, online and localised youth events or activity zones.

“The number of smart phones users has already crossed 40 million and, by 2015, it is expected that total users of smart phones would go up to 200 million. The youth now, unlike a few years back, does a lot power guzzling activity with their phones, needing constant power back-up,” he added.

The price of the new products ranges between Rs 1,600 and Rs 3,200.

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Published on January 10, 2013