Duracell has launched an initiative to highlight the risks associated with accidental ingestion of lithium coin batteries by toddlers. The campaign introduces measures designed to make batteries less accessible to children while also raising awareness among parents and caregivers.
Accidental ingestion of button batteries is a recognised health risk, often requiring immediate medical intervention. These batteries, found in everyday household devices, are small and shiny—making them particularly attractive to young children. Despite safety concerns, experts note that protective features are still not widely available in most products sold in India.
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As part of its initiative, Duracell has introduced lithium coin batteries in India with design changes aimed at discouraging ingestion. These include a non-toxic bitter coating that produces an unpleasant taste on contact with saliva, and tamper-proof double blister packaging that requires scissors to open. The brand has also added visual safety identifiers and warnings to raise parental awareness.
Duracell has been running the #BunnyKids campaign, which seeks to inform families about the risks of button battery ingestion and encourage precautions at home. Former Indian tennis player Sania Mirza has lent her support to the campaign, emphasising the role of awareness in reducing such incidents.
Speaking about the new range, Sunil Gadgil, General Manager, Duracell India said, “At Duracell, safety and performance go hand in hand. As a brand trusted by families across the world, we are constantly innovating to meet real-life challenges. The accidental ingestion of lithium coin batteries is a serious concern for parents, and as the number of devices that require lithium coin batteries rises, the child safety risk associated with coin battery ingestion also grows accordingly. Parents/caregivers should ensure that Lithium coin batteries are kept out of reach of young children at all times and battery compartment of devices are safely secure. To prevent children from getting their hands on the Lithium coin batteries out from the packaging, all Duracell Lithium coin batteries are packed in child resistant packaging. For additional layer of defense against accidental lithium coin ingestion, we’ve designed our new Lithium Coin Battery range by pairing a non-toxic bitter layer with tamper-proof packaging. It’s a category defining launch in India’s battery segment — one that reflects our proactive approach to helping consumer safety along with the long-lasting power Duracell is known for. We’re also proudly partnering with European Academy of Paediatrics (EAP) since 2023 to raise awareness of the dangers related to battery ingestion. The partnership comprises of prevention campaigns for parents, and we are also addressing paediatricians, particularly EAP members, and other health care professionals to improve their knowledge about detection, treatment and cure.”
Sania Mirza, Indian Former Tennis Player said, “As a parent, the safety of our children is always top of mind. That’s exactly why I’m supporting the #BunnyKids campaign by Duracell— because spreading awareness is the first step towards building safer homes. It’s about being more mindful, more informed, and helping fellow parents take small but significant actions that help keeping their little ones safe.”
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