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Godrej eyes bigger pie of home repellent market
Godrej Consumer Products Limited (GCPL), the home and personal care products company of the over $4.1-billion Godrej group, is looking at capturing a bigger share of the Indian home repellent market.
Mumbai: Godrej Consumer Products Limited (GCPL), the home and personal care products company of the over $4.1-billion Godrej group, is looking at capturing a bigger share of the Indian home repellent market. The fast-moving consumer goods (FMCG) firm is currently the dominant market leader in the household repellent segment in India. At present, GPCL's mosquito repellents range under the Good Knight brand and household insecticide spray 'Hit' contribute over 50 per cent to its revenues (Rs 8,957 crore in 2015-16).
"As part of our long-term plans, we are readying several products in various categories for launch," Nisaba Godrej, Executive Director of GCPL, told The Hans India. GCPL has launched five products, including in air care, personal care and hair care, since January this year. Expanding its household repellents portfolio, GCPL on Thursday launched three products - Good Knight Fabric Roll-On, a format that just needs four dots to be applied on clothes, Good Knight Cool Gel and Good Knight Patches - under its flagship Good Knight brand, marking the company's foray into the outdoor and personal repellent category. All the three products are priced at Rs 75.
Stating that outdoor personal category is only 2.8 per cent of the entire category despite existing for so many years, Sunil Kataria, Business Head (India and Saarc), GCPL, said this was much bigger - 40 per cent in the US, 20 per cent in China, 15 per cent in Indonesia and 15 per cent in Argentina - as no big household insecticide player was focusing on this segment. The in-home repellent category in India is currently pegged at Rs 4,336 crore, while the personal and outdoor repellent segment is valued at a meagre Rs 126 crore.
"While there is an alarming rise of vector-borne diseases like Dengue and Chikunguniya across the country, there is a lack of awareness that the mosquitoes that spread these diseases usually bite during the day. Also, another reason for low adoption of outdoor and personal repellents has been the lack of innovative products. Our plan is to position our brand as an 'enabler of control' when kids go out of home," he added.
By K Rajani Kanth
