Hayleys Consumer ventures into battery market with 'Prolife'

Hayleys Consumer Products Limited (HCPL), has ventured into the high-volume battery market with the launch of its own brand of batteries.

The new battery, 'Prolife,' is marketed by the Lighting Division of HCPL, which has achieved the market leader position in bulbs. All Prolife batteries are metal jacketed and are in the 'super heavy-duty' category promising consistent, long-life performance, HCPL's General Manager Fuard Saibukandu said. The batteries are manufactured overseas to company stipulated specifications for HCPL, by a reputed battery manufacturer of several renowned international brands. The manufacturer exports its other products to more than 16 countries.

"We have tested and benchmarked these batteries against other high quality products in the market. The results have shown them to be on par with or better than the market leading brands," Saibukandu said:

He said Prolife has been positioned as a superior quality, long life all-purpose battery and a value-for-money option.

HCPL will initially market Prolife batteries in four sizes, but the company also plans to extend the range to cover alkaline, lithium and rechargeable batteries, button cells and 9V cells.

Other power-related products under the Prolife brand name will also be introduced in the future, the company said.

The batteries will be retailed through HCPL's islandwide lighting dealer network, making free availability one of the drivers for its success in the market.