GCPL launches a new model of household mosquito repellant, Good Knight

GCPL has launched a ‘Smaller version Liquid’ combination edition of its over Rs. 1,500-crore Good knight model, consisting of a machine as well as a 25-ml fill-up for Rs. 50, with a subsequent purchase refill is currently offered for Rs.35. The 40-ml HIT No-Gas Spray costs Rs.50, which is a tiny percentage of the previously available product, which cost more than Rs.100.

With its two most recent product launches — the country’s “cheapest” water-based mosquito repellent device and a gas-free mosquito-kill spray — Godrej Consumer Products (GCPL) hopes to “democratize” the over $3 billion mosquito repellents market in the country. According to the corporation, it is aiming for more than 100 million homes that use smoke-intensive, locally produced, and frequently unauthorised insecticide-dipped sticks rather than liquid vaporisers or aerosols. Trying to make goods cheaper for lower-income buyers is the best approach to its economic expansion.

Why water-based repellents?

“Fluid repellents and aerosols offer the most viable measure against mosquito bites, however, they continued to remain unaffordable to lower-income households due to their expensive costing. “(Our brand new) advancements lower the price of liquid repellent and spray classifications in India by approximately 50%,” stated Sudhir Sitapati, MD & CEO, GCPL. By redesigning the goods, the business has been able to bring down costs. In the specific instance of the vapouriser, it reduced costs by using less plastic and presenting a standard dispenser. The spray was inspired by no-gas deodorants and was water-based rather than

LPG-based. “ The vapouriser and disinfectant would then cost at least. 2.5 and Rs. 1.5 per night, respectively.

“These are currently marked up similar to incense sticks but also are reliable and well-tested, helping to make far higher-quality options available,” CMO Ashwin Moorthy explained.

So according to Statista, the insecticide repellent component is massive for GPCL, accounting for more than 40% of its total revenue in FY21. According to the organization, Goodknight has more than 50% of the market dominance in the classification, and HIT has more than 80% in the aerosol sector. GCPL, due to this reason, is trying to “establish the group itself”.

Will all of these factors be sufficient to propel you forward in this fiercely competitive yet low-involvement industry?

“In my opinion, the corporation has two broad growth strategies,” asserts Samit Sinha, founding member and managing partner of Alchemist Brand Consulting. The conclusion would be based on what GCPL considers as the existing behaviour of the target group when it comes to mosquito bite safety.

If prospective customers blindly accept mosquitoes as a reality of their lives and do not recognize the necessity for protection, the optimal tactic would be to educate them on the serious health dangers that mosquitoes pose. If consumers are already informed, the marketing strategy should instead emphasize the benefits of the goods over their present protection mechanisms.

Make use of and grow

To tackle these issues, the company claims it utilizes a multi-pronged approach. For starters, it is spreading the message about mosquito-borne illnesses such as dengue and malaria through village-based programs.

 A lot of these happenings are being held in collaboration with the government. Furthermore, its promotional strategy is based on making consumers know of price ranges rather than just goods. Lastly, it intends to expand distribution to many small branches that were previously difficult to reach.

The machines must be placed somewhere. “This is still a major issue. Nevertheless, with over 95% of the nation expected to be electrified, the corporation sees a chance in this. “Both HIT and Goodknight are comparatively urban brands of GCPL with significant growth potential.