Brands
Innovation is our primary driver: Anirban Banerjee
Mumbai: Eveready Industries India Ltd (EIIL) along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm – the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. This product is backed by the brand’s latest campaign, #AwaazUthaneyKaPower, conceptualised by Ogilvy India, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all.
For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to “accessibility” issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing. Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: “Ab awaaz main bhi uthaungi” – I will make my voice heard too.
According to the Georgetown Institute 2023 Women, Peace and Security Index, The sense of safety among women aged 15 years and above in India has seen a decline. In 2017, 65.5 per cent of Indian women reported feeling safe, but this figure dropped to 58 per cent in 2023. The index gauges the safety perception of women walking alone at night in the city or in the area where they live.
Indiantelevision.com caught up with Eveready Industries India Ltd. senior VP & SBU head (batteries & flashlights) Anirban Banerjee where he discussed the safety issue and also highlighted key elements on how the product shares the message and how it can create an impact and more…
Edited excerpts
On the inspiration behind Eveready Siren torch and its alignment with the brand’s overall product strategy
As a torch company, we recognise the importance and history of our product, especially in the context of a developing country like ours, where safety remains a significant concern, particularly for women on the go. Despite the advent of modern technologies like AI, the torch has long served as a fundamental tool for safety. To enhance the value of this trusted product, we aim to raise awareness about its role not only in providing light but also as a crucial emergency tool. Ideally, no one should face harm, but in the unfortunate event that they do, this torch can be indispensable. In emergencies, one in a hundred people can create sufficient light and sound to alert others and seek help. Its small and compact design ensures easy accessibility.
On Eveready Industries collaborating specifically with India Signing Hands for the #AwaazUthaneyKaPower campaign
Partnering with India Signing Hands for this cause is a perfect fit. For individuals without a voice, the ability to make themselves heard in dangerous situations is critical. Imagine being in danger and unable to shout for help. This small torch can amplify your voice with a simple pull, making it an essential tool for those who cannot speak. If they can use it effectively, so can anyone.
On the idea for this campaign and the outcome you hope to achieve from it
Our campaign aims to be realistic and impactful. While we produce many torches and don’t hold press conferences for each launch, this particular torch carries a purpose and message. Our advertisement features real individuals rather than actors, emphasizing the genuine experiences and needs that inspired this product.
On the Eveready Siren torch addressing accessibility issues, particularly for the deaf community
Upon collaboration, we gained access to their channel and are now reaching out to various organisations, including the Ministry of Social Welfare. We will pitch this torch as a simple yet effective device that produces noise when needed. Whether or not we receive external support, we are committed to doing everything we can to promote and distribute this product. As Mr. Alok mentioned, India has approximately 68 million individuals in the deaf and challenged category. Educating and making this population aware of and accessible to this torch is incredibly powerful.
Eveready’s plans for promoting the Eveready Siren torch and continuing to support accessibility initiatives
Innovation is our primary driver, especially in the categories of batteries and torches. While some innovations are large-scale, others are subtle yet significant. This torch represents a straightforward and practical idea tailored for the Indian audience, which spans beyond metropolitan cities like Mumbai to numerous towns and villages. Our future plans include expanding into other categories, particularly portable power devices, for which Eveready is already renowned. However, today’s focus is on showcasing how differentiation can make a significant impact.
Brands
YFLO appoints Tania Nijhawan as president for 2026-27 term
Dentist-entrepreneur to lead women’s body amid rising focus on leadership
NEW DELHI: Young FICCI Ladies Organisation (YFLO), the women’s arm of FICCI, has appointed Tania Nijhawan as its president for the 2026-27 tenure, effective April 2026, at a time when conversations around women’s leadership in India are gaining fresh momentum.
A cosmetic and paediatric dentist with over 15 years of experience, Nijhawan is the founder of Udana Wellness, a multi-speciality clinic in Vasant Vihar known for its focus on advanced treatments and patient-centric care. She also serves as director at Nijhawan Group and is an active investor in start-ups across health, wellness and hospitality, including Nuts For Us.
Her academic credentials include advanced training from global institutions such as New York University, the University of Southern California and University College London, shaping her multidisciplinary approach across dentistry and wellness.
YFLO has long positioned itself as a platform for leadership, entrepreneurship and professional growth, bringing together women across industries to drive dialogue and collaboration. Under Nijhawan’s leadership, the organisation is expected to sharpen its focus on cross-sector engagement and meaningful, future-facing conversations.
Speaking on her appointment, Tania Nijhawan said, “YFLO has always stood for meaningful engagement and forward-thinking dialogue. I look forward to building a platform that not only encourages exchange of ideas but also actively supports emerging voices and creates opportunities for collaboration across sectors.”
She added, “The Women’s Reservation Bill, which seeks to reserve 33% of seats for women in the Lok Sabha and State Legislative Assemblies, is not just a policy shift, it is a generational opportunity. It acknowledges the urgent need for women to have a stronger voice in shaping the nation’s future. True progress lies not just in representation, but in enabling women to lead with agency, confidence and impact.”
As president, Nijhawan will focus on curated programming, high-impact industry conversations and initiatives that bring together women across disciplines. Her theme for the year, “Lead With Your Light,” signals a push towards purpose-led leadership and greater confidence among emerging voices.
Her appointment marks a new chapter for YFLO, one that aims to align leadership, enterprise and policy at a time when women’s voices are increasingly central to India’s growth story.
