The Battery Industry in India, which is worth Rs. 1,600 cr, has a market size of 2000 million units. The industry is dominated by dry carbon cell batteries and the demand to a large extent is from the rural areas. The Industry Focus highlights the classification of the battery market and the product portfolios of the domestic players in India. It also throws light on the recent developments like cheaper Chinese products being available and the market for rechargeable batteries growing at a rapid pace, which have affected the industry players.

The demand for batteries, which has been fuelled by increase in the usage of small pocket radios and high-powered cameras, has improved dramatically. The shift, in the nature of demand (from D size batteries to pencil size batteries) has also brought in a drastic change in the demand pattern.

Eveready Industries leads the Indian dry carbon cell market with over 40% market share. Though Eveready is a strong national player, Nippo has a prominent presence in the southern region. Novino, on the other hand, has a strong presence in certain pockets in the northern region, while BPL, a new entrant, has also managed to garner sizeable market share.

The alkaline battery market only accounts for 5% of the total market. This is because the alkaline battery costs twice as much as a traditional zinc carbon battery. The higher pricing is due to the relatively higher cost of production. Contrary to the global trend, the higher price of alkaline battery has dampened the market's growth in India. Alkaline batteries in developed countries account for more than 70% of the battery market. The alkaline segment in India is dominated by the global brands: Duracell and Energizer.

Marketing Mastermind Magazine, Battery Industry, Alkaline Batteries, Carbon Cell Batterieds, Eveready Industries, Indian Battery Industry, Battery Market, Chinese products, Global Brands, Agricultural Production, Consumer Products, Electronic Gadgets, Urban Markets.