Incharge
Incharge (Powerchute Ltd) is a UK-based hardware startup selling a patented, automated AA/AAA battery charger that tests, sorts, and charges batteries via a carousel mechanism. It serves household consumers, schools, and the maker community through direct-to-consumer e-commerce.
- Company typePrivate
- Founded2020
- HeadquartersWestbury On Severn, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Incharge does
Incharge (legally Powerchute Ltd) is a UK-based hardware startup founded in 2020 that has developed an automated AA/AAA rechargeable battery charger. The core product, branded under the Incharge / Powerchute name, uses a carousel-based mechanism to automatically test inserted batteries, identify and eject dead cells, charge the remaining functional batteries, and dispense them ready for use, removing the need for users to manually sort by polarity or state of charge. The product is polarisation-agnostic — batteries can be inserted in either orientation — and is protected by two function-critical patents developed in collaboration with Ignitec Electronics UK (electronics design) and Protolabs UK (mould tooling).
The company operates a direct-to-consumer hardware sales model with no recurring revenue component. Pricing ranges from a $9 single Maker Kit (components only, for users who 3D-print their own casing) to a $14 Assembled Carousel unit, through to a $30 fully finished Incharge Bespoke charger, with bulk 10-pack discounts available on each tier and a $1 VIP Reservation deposit for launch-queue priority. Distribution is exclusively through the company's own e-commerce storefront (incharge.design), with no retail, reseller, or marketplace presence. Three customer segments are explicitly targeted: general household consumers (primary), UK schools and colleges (via a 400-unit free pre-production programme and curriculum-aligned educational modules), and the maker / 3D-printing community (via freely downloadable casing designs and a community gallery of user-submitted variants). GTM motion is product-led and community-led: open 3D casing files, free educational content, social media presence, and a pre-launch email capture funnel offering 30% off — with no paid advertising evidenced.
Funding to date consists solely of a 2023 Innovate UK Smart Grant (awarded to fewer than 7% of applicants), whose amount is undisclosed. The company is privately held by its three founders (Tom Marshall-Andrews, Richard Luxton, Patrick Fraser), with no external institutional investors, no parent company, and no disclosed revenue. Operations are based in Westbury On Severn, Gloucestershire, and the product is currently at the pre-production / launch-queue stage.
Incharge firmographics
Firmographics- Name
- Incharge
- Legal name
- Powerchute Ltd
- Website
- https://incharge.design
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Incharge (Powerchute Ltd) is a UK-based hardware startup selling a patented, automated AA/AAA battery charger that tests, sorts, and charges batteries via a carousel mechanism. It serves household consumers, schools, and the maker community through direct-to-consumer e-commerce.
- Ownership category
- akta.pro rank
Incharge industry classification
Industry- Product category
- Consumer Battery Chargers
- NAICS
- Small Electrical Appliance Manufacturing (335210)
- SIC
- Electronic & Other Electrical Equipment (No Computer Equip) (3600)
- akta.pro primary industry
- Battery Chargers (AA/AAA, Li-ion, Universal Chargers) (CRACATAH)
- akta.pro secondary industry
- Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs) (CRACATAG)
Keywords
Where Incharge is headquartered
LocationHeadquarters
- HQ city
- Westbury On Severn
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Incharge business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Hardware Product Sales: Incharge generates revenue through the direct sale of physical products: completed chargers (Incharge Bespoke at $30), assembled carousel units ($14 single / $120 10-pack), and Incharge Maker Kits containing all electronic/mechanical components for self-assembly ($9 single / $80 10-pack). Revenue is one-time per unit sale, with no recurring subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Incharge Bespoke - Fully assembled, customised charger |
| Unit Pricing | Pay-as-you-go | Assembled Carousel - Pre-built carousel mechanism unit |
| Unit Pricing | Pay-as-you-go | Incharge Maker Kit - Components for self-assembly |
| One time/ perpetual license | Pay-as-you-go | VIP Reservation - Launch queue priority deposit |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Incharge product offering
Product offeringCore offering
Incharge sells an automated AA/AAA rechargeable battery charger built around a carousel mechanism that tests each inserted battery, removes dead or non-functional cells, charges the rest, and dispenses them ready for use in a single action, with no need to observe polarity. The portfolio includes fully customised assembled units (Incharge Bespoke), modular carousel components for self-assembly, and DIY maker kits, alongside downloadable 3D-printable casing files.
Product overview
Incharge offers an automated battery charger system that represents a modern reimagining of household battery charging. The core product is an automated charger that tests, identifies and removes dead batteries, charges functional ones, and dispenses them automatically using a carousel mechanism. The portfolio includes fully assembled chargers (Incharge Bespoke), component carousels, and maker kits for DIY enthusiasts. Additionally, Incharge provides a range of 3D printable casing designs including Basic (12 battery), Mini, Carousel, Extended (24 battery), and Wall Mounted (18 battery) variants, enabling customization and community adaptations. The company also offers VIP reservations for early production units and educational materials for teaching product design principles.
Differentiator
Problem solved
Functional benefit
Products and services
- Incharge Bespoke Fully assembled, customised Incharge automated battery charger sold to household consumers for US$30; designed to match the buyer's decor and ready to use out of the box.
- Assembled Carousel Pre-built Incharge carousel mechanism unit (US$14 single / US$120 10-pack) ready to be inserted into a 3D-printed casing; for consumers who print their own housing.
- Incharge Maker Kit DIY kit containing all electronic and mechanical components required to build an Incharge charger (US$9 single / US$80 10-pack); designed for users who 3D-print their own plastic casing.
- VIP Reservation US$1.00 refundable pre-order reservation granting front-of-queue access and exclusive Steel Grey colourway from the first Incharge production batch.
- Assembled Carousel 10-pack Bulk pack of 10 assembled Incharge carousel units priced at US$120 (US$12 per unit) for bulk buyers; insertable into 3D-printed casings.
- Incharge Maker Kit 10-pack Bulk pack of 10 Incharge Maker Kits priced at US$80 (US$8 per kit) for bulk buyers; includes all electronic and mechanical components needed for self-assembly.
Quantifiable outcome
- 41% of respondents cited battery management as the primary reason for not using rechargeable batteries, validating the problem Incharge solves
Companies that use Incharge
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Incharge technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Incharge partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Ignitec Electronics UKcoreElectronic design partner for the Incharge automated battery charger. Collaborated with co-founders Tom Marshall-Andrews and Richard Luxton throughout the product development process. Role: specialist electronics design, critical to the automated testing and charging mechanism.
- Protolabs UKcoreMould tooling partner providing manufacturing tooling support for the Incharge charger. Worked alongside the core team to prepare the product for mass manufacturing.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Incharge competitors and assessment
Company assessmentBroad incumbents
- Duracell: Iconic household battery brand (Duracell, Berkshire Hathaway) with rechargeable AA/AAA offerings and chargers. Comparable as a category-defining incumbent in disposable and rechargeable household batteries; Incharge's value proposition is implicitly positioned against the throwaway battery culture Duracell has built.
- Energizer Holdings: Global consumer battery giant (Energizer, Eveready) that sells a full line of NiMH rechargeable batteries and chargers. Comparable as the incumbent whose installed brand and retail presence Incharge must overcome in the household charger market.
- Panasonic Eneloop: Panasonic's consumer rechargeable battery and charger brand, the dominant AA/AAA rechargeable ecosystem globally. Eneloop sells matched chargers alongside its low-self-discharge NiMH cells, making it the closest incumbent benchmark for Incharge's value proposition.
Emerging players
- Bambu Lab: Consumer 3D printer brand with strong maker-community engagement and downloadable design ecosystems. Comparable to Incharge in leveraging 3D printing and maker communities as a go-to-market channel and brand amplifier, though in a different product category.
Direct peers
- Tenergy: Consumer electronics brand offering a broad range of rechargeable batteries, chargers, and power accessories. Comparable to Incharge as a multi-tier consumer charger vendor with product lines spanning hobbyist, household, and OEM customers.
- Ansmann Energy: German specialist in rechargeable batteries and intelligent charging solutions for AA/AAA cells and industrial batteries. Directly comparable to Incharge as a charger-focused specialist targeting the same AA/AAA rechargeable segment with multi-bay, automated chargers.
- Powerex (Maha Energy): Specialist in professional-grade AA/AAA battery chargers and analyzers with conditioning and testing functions. Comparable to Incharge in targeting power users who want automated testing and sorting of NiMH cells, though at a higher price and hobbyist/audiophile orientation.
- XTAR: Specialist battery charger manufacturer with intelligent multi-bay chargers for NiMH, Li-ion, and other chemistries. Comparable to Incharge in its engineering-led, feature-rich approach to consumer battery charging, though it focuses more on hobbyist and Li-ion use cases.
- Nitecore: High-performance consumer electronics brand known for smart battery chargers with automated detection, testing, and charging functions. Directly comparable to Incharge in feature set (multi-bay, chemistry detection, status display), though with a stronger Li-ion/tactical focus.
- EBL (Expert Battery Ltd): Online-native consumer brand selling rechargeable AA/AAA batteries and intelligent chargers through Amazon and DTC channels. Comparable to Incharge in pricing, target buyer (households and hobbyists), and direct-to-consumer distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Incharge social profiles
Digital presenceIncharge financial estimates
Financial estimateRevenue estimate
Valuation estimate
Incharge leadership team
Management profileNumber of profiles
Profiles3 records
Incharge funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Incharge M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Incharge
What does Incharge do?
Incharge sells an automated AA/AAA rechargeable battery charger built around a carousel mechanism that tests each inserted battery, removes dead or non-functional cells, charges the rest, and dispenses them ready for use in a single action, with no need to observe polarity. The portfolio includes fully customised assembled units (Incharge Bespoke), modular carousel components for self-assembly, and DIY maker kits, alongside downloadable 3D-printable casing files.
Is Incharge a public or private company?
Incharge is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Incharge founded?
Incharge was founded in 2020. It employs 1 to 10 people.
Where is Incharge based?
Incharge is headquartered in Westbury On Severn, United Kingdom, in the Europe region.
How does Incharge make money?
One revenue line is on record: hardware Product Sales.
Who are Incharge's main competitors?
Broad incumbents on record are Duracell, Energizer Holdings and Panasonic Eneloop. Bambu Lab is listed as an emerging player. Direct peers are Tenergy, Ansmann Energy, Powerex (Maha Energy), XTAR, Nitecore and EBL (Expert Battery Ltd).
Does Incharge have an API?
No public API is recorded for Incharge.
What industry is Incharge in?
Incharge's product category is Consumer Battery Chargers. Its primary akta.pro industry code is CRACATAH, Battery Chargers (AA/AAA, Li-ion, Universal Chargers), with a secondary code of CRACATAG, Batteries & Battery Packs (Rechargeable/Primary, Device-Specific Packs). Its NAICS code is 335210 and its SIC code is 3600.