Duracell Inc. has entered into a major licensing agreement with Satya International, allowing the company to produce and distribute automotive and power storage products across Asia and Africa. Under the agreement, Satya International, a global manufacturing giant, will have the rights to manufacture and market a wide range of Duracell-branded products.
These include automotive batteries, tubular batteries, and power storage solutions for inverters and UPS systems. Additionally, Satya will produce automotive accessories like battery chargers and jump starters. The agreement covers 23 Asian countries, including India, Australia, Indonesia, and Singapore, as well as 36 African nations from South Africa to Morocco, significantly boosting Duracell’s footprint in these regions.
Rakesh Sharma, Managing Director of Satya International, noted that this partnership caters to the rising demand for dependable power solutions in emerging markets, particularly in India, where automotive and power storage needs are rapidly growing.
Production is expected to begin soon, with the first products set to launch in mid-February 2025. Consumers will be able to access the products through Satya International’s distribution networks starting in April 2025. This collaboration marks Duracell’s largest licensing deal in the automotive and power storage sector within these regions, potentially transforming the market for automotive power solutions in emerging economies.
Duracell Inc. is a leading American manufacturer of high-performance batteries and power solutions, best known for its alkaline batteries, rechargeable batteries, and specialty power products. Founded in the 1920s as part of a collaboration between scientist Samuel Ruben and businessman Philip Rogers Mallory, Duracell became a household name due to its reliability and long-lasting battery technology.
The brand gained widespread recognition with its iconic “CopperTop” batteries and memorable advertising campaigns, including the famous Duracell Bunny. Headquartered in Bethel, Connecticut, Duracell was previously owned by Procter & Gamble before being acquired by Berkshire Hathaway in 2016. The company continues to innovate in the energy storage sector, offering products for consumer electronics, automotive applications, and industrial use, while maintaining a strong commitment to sustainability through initiatives like battery recycling programs and reduced environmental impact packaging.
