Eveready Industries India Ltd (EIIL) has recorded a robust growth in its lighting and home appliances division while consolidating its traditional business of battery and flashlights.

Backed by the strong Eveready brand and iconic tagline ‘Give Me Red’, EIIL expects the contribution of non-battery and flashlight segments to rise to 50 per cent of its topline over the next four years, up from the current 30 per cent.

EIIL enjoys a market share of 75 per cent in the country’s organised flashlight market and more than 50 per cent in the dry cell battery segment.

It has also ramped up presence in the lighting and appliances segments.

“Today in the lighting category, we are among the top 3-4 brands that the consumer considers when he has to buy a product. Similarly, in the appliance business too, we are among the top 4-5 brands,’’ Anil Bajaj, senior vice-president — marketing and sales, EIIL, said.

Bajaj was speaking to The Telegraph after the firm unveiled a logo that incorporates a refreshed look for the ‘Give me red’ campaign. According to the company, the new look symbolises more power and freedom to the youth.

While the tagline was launched in the early 90s and has yielded rich dividends for the brand in the market, Bajaj indicated that the rejig was necessary to make it even more relevant to the newer segments such as lighting and appliances that the company has forayed into.

“We already are a strong brand. When it comes to the consumer, he trusts us, he trusts the quality, the challenge is to pass on these benefits to the newer categories that we are getting into... Just like you need to keep exercising to keep fit, one must keep refurbishing the look and feel of your brand,’’ he said.

In its traditional business, EIIL has been well entrenched through a strong distribution network that includes more than 5000 distribution points, close to one million outlets serviced by its dealership network and another four million through indirect channels.