Duracell signs licensing deal with Satya Intl

Duracell Inc. has signed a significant licensing agreement with Satya Intl, authorizing the latter to manufacture and distribute automotive and power storage solutions across Asian and African markets.

The agreement grants Satya Intl, a global manufacturing conglomerate, the rights to produce and market a comprehensive range of products under the Duracell brand, including automotive batteries, tubular batteries, and power storage solutions for inverters and UPS systems. The company will also manufacture automotive accessories such as battery chargers and jump starters.

"This agreement aligns with the growing demand for reliable power solutions in emerging markets," said Rakesh Sharma, Managing Director of Satya Intl. He emphasized the particular significance of the Indian market, where automotive and power storage demands have seen substantial growth.

The licensing agreement spans 23 Asian territories, including major markets such as India, Australia, Indonesia, and Singapore. In Africa, the agreement covers 36 nations, encompassing key markets from South Africa to Morocco, representing a substantial expansion of Duracell's presence in the region.

Production is set to commence shortly, with the initial product launch scheduled for mid-February 2025. Consumer availability through Satya Intl's established distribution networks is expected to begin in April 2025.

This strategic agreement marks Duracell's largest licensing agreement in the automotive and power storage sector across these regions, potentially reshaping the market landscape for automotive power solutions in developing economies.