Procell
Duracell Inc., commonly referred to as Duracell, is an American manufacturer of alkaline batteries, specialty cells, and rechargeables; it is a wholly owned subsidiary of Berkshire Hathaway since 2016. The company has its origins in the 1920s, through the work of Samuel Ruben and Philip Mallory, and the formation of the P. R. Mallory Company.
Through a number of corporate mergers and acquisitions, Duracell came to be owned by the consumer products conglomerate Procter & Gamble (P&G). In November 2014, P&G reached an agreement to sell the company to the international conglomeration Berkshire Hathaway through a transfer of shares. Under the deal, Berkshire Hathaway exchanged the shares it held in P&G for ownership of the Duracell business.
In 2025, alkaline batteries accounted for approximately 48% of the global primary battery market, and the alkaline battery market was valued at $9.75 billion. Duracell was one of the largest players, along with Energizer and Panasonic.
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