3 minute fast mosquito repellant launched

NEW DELHI: Burn a piece of paper and mosquitoes will flee. FMCG firm Godrej Consumer Products Ltd (GCPL) today expanded its mosquito repellent portfolio with the launch its fifth product ‘Good Knight Fast Card’.

“Godrej believes in driving growth through product innovation. This product has been developed specially for the Indian market. We want to tap a huge chunk of population that does not have any access to mosquito repellent product,” GCPL Chief Operating Officer (Sales, Marketing and SAARC) Sunil Kataria told PTI.

Good Knight Fast Card is a paper strip, which when burnt and kept for  3 minutes, acts as a mosquito repellent.

Household insecticide market is estimated at Rs 3,600 crore and mosquito repellent account of 80 per cent of the total market, GCPL said.

Kataria admitted that there could be some overlap and cannibalisation of GCPL’s other product in the category, but he said the company has launched the new format looking the need and demand for this product.

The company, which already has four products — mats, coils, liquid vaporises and aerosols — said it is looking at tapping the population that does not use any mosquito repellent product.

This is the first new product launch by GCPL this financial year. In February, the company had launched ‘Hit Anti roach Gel’. The product is priced at Rs 10 for a pack of 10 cards.

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Posted by on October 16, 2013. Filed under Breaking News,HEALTH,Industry. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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