Eveready ULTIMA Launch: Why Portable Mosquito Protection Is a Smart Brand Extension

MOJO PULSE | Business & Brands

Eveready has launched a rechargeable mosquito-repellent liquid vaporiser, bringing its expertise in portable power into a competitive home-care category. Beyond the device itself, the move offers a case study in how established brands can enter new markets by solving an everyday inconvenience.

Kolkata-headquartered Eveready Industries India has entered the liquid vaporiser segment with Eveready ULTIMA, a portable, rechargeable device designed to work without a permanent wall-socket connection. Announced on 7 October 2026, the launch marks a further step in the battery maker’s expansion into household products, following its move into mosquito-repellent rackets.

What Eveready has launched

According to the company’s launch announcement, ULTIMA offers up to three hours of battery backup and Type-C charging. The device can operate while plugged in or be moved between rooms and other spaces where a power socket may be inconvenient. Eveready announced a launch price of ₹299; availability and current retail pricing may vary by seller.

The company describes ULTIMA as India’s first portable liquid vaporiser. That is a company claim, not an independently established market-wide finding. Similarly, its statements about mosquito protection and formulation are product claims; consumers should follow label directions and should not treat any repellent as a substitute for broader mosquito-control measures.

Why the category matters

Eveready estimates India’s household insecticide market at more than ₹5,000 crore, with liquid vaporisers accounting for roughly ₹2,800 crore. Separately, reporting by The Times of India says the company is targeting a 2–4% share in the segment. That is a stated ambition, not an achieved market share.

Established names such as Godrej, Mortein and Maxo already compete for household attention. Eveready’s challenge is therefore not simply to introduce another repellent, but to give shoppers a clear reason to reconsider a familiar category.

From batteries to everyday convenience

For decades, Eveready’s identity has been closely associated with portable power. A rechargeable vaporiser connects that legacy to a different consumer problem: conventional plug-in repellents are usually tied to one location. By making portability the product’s central feature, the company is attempting to extend an existing brand association into a new purchasing occasion.

There is a local dimension, too. Eveready is headquartered in Kolkata, and the launch illustrates how a long-established business associated with the city can pursue national growth through product diversification rather than relying solely on its best-known category.

MOJO PULSE Take: The product feature is also the marketing idea

Eveready’s campaign, “Unplug and Use Anywhere,” is built around a simple observation: mosquitoes move, but traditional liquid vaporisers remain fixed to sockets. The proposition translates a technical feature—rechargeable portability—into an immediately understandable household benefit.

That is a useful branding lesson. When a company enters a crowded category, explaining the consumer problem can be more compelling than listing specifications. Eveready’s existing reputation for batteries may help make the promise credible, but consumer adoption will ultimately depend on real-world convenience, performance, refill availability and price.

What this means for brands and retailers

The launch creates several questions worth watching: Will shoppers value portability enough to switch from established products? Can retail demonstrations communicate the difference quickly? And can Eveready’s distribution network convert awareness into repeat purchases of refills?

For marketers, the interesting part is the alignment between product design, brand heritage and campaign message. For retailers, a distinct use case may create an opportunity to merchandise the device as an alternative to standard plug-in options rather than as a near-identical substitute.

MOJO PULSE Insight

The strongest brand extensions do not merely borrow a familiar name; they bring a familiar strength into a new problem. Eveready’s move into portable mosquito protection will test whether its association with dependable power can translate into sustained relevance in home care.

Sources and attribution

• Eveready Industries India launch announcement, 9 October 2026 — product details, category estimates and campaign positioning.
• Eveready official product page — product specifications and stated claims.
• The Times of India, 7 October 2026 — reported market-share ambition.

Editorial note: Product performance claims are attributed to the manufacturer. This article is independent editorial analysis, not a product endorsement. The product link above is an affiliate link, identified and disclosed in the MOJO Recommends section.