Mosquito Repellent Industry

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MOSQUITO REPELLENT INDUSTRY- OVERVIEW

Its sole reason for existence in the market is the omnipresent mosquito, which makes life excruciatingly difficult for the average Indian during summer and monsoon months. In many ways the primary factor fuelling the explosive growth of this market – characterized by low brand loyalty and low product involvement –has been the availability of cost-effective, mosquito repellents.

The night-long noisy drone of mosquitoes that disturbs our sleep is music to the ears of the Rs1, 100-crore mosquito repellent industry. The various segments in this industry are coils, mats, vaporizers, aerosols and creams. The two new segments are personal sprays and gels.

The category-wise market shares:
Coils command nearly 50 per cent of the market share, vaporizer refills at 20 per cent, with mats at 10 per cent followed by aerosols at 9 per cent and the rest shared by creams, heating devices and other products.

Segment Wise Market Share

The market for insecticides and repellents has grown by 20 per cent in 2003-04 and is estimated to grow at about 20%. The rural market for mosquito repellents is reckoned at around Rs 173 million against a mere Rs 79 million in urban centers. The market leader of the industry is Godrej Sara Lee Ltd. with brands like Good Knight, Jet and Hit enjoying a market share of 40%

THE EVOLUTION:
Coils were the first mosquito repellants to be introduced in the Indian market. The first brand of coils was Tortoise, launched by Bombay Chemicals Ltd. (BCL) in the 1970s. In the 1980s Good Knight was launched and mats used with electronic mosquito destroyers became extremely effective. In the mid 1990s Karamchand Appliances created a new segment of vaporizers with the launch of All Out. .This segment was almost completely dominated by KAPL. GSLL (Godrej Sara Lee Limited) could no longer ignore this growing segment and launched its own vaporizer under the Good Knight brand in 1996-97. In the latter half of the 1990s, the market became much more competitive, with the entry of GSLL, Reckitt Benckiser and HLL. GSLL launched an array of brands (all coils) like Jet Fighter (1997), GoodKnight Jumbo (1999) and GoodKnight Instant one after the other The company's other brands included Banish (mats), Hit (aerosols), Hit Lines (chalks), Mosfree (lotion) and Hexit (spray).while Reckitt also launched its range of mats and coils. These new entrants resorted to heavy advertising and aggressive sales promotion tactics. Recently two new categories of personal sprays and gels have emerged.

MAJOR Players
KARAMCHAND APPLIANCES PRIVATE LTD. – ALL OUT
GODREJ SARA LEE LTD- GOOD NIGHT, JET, BANISH, HIT
RECKITT BENCKISER- MORTEIN

JYOTHY LABORATORIES- MAXO

TAINWALA PERSONAL CARE PRODUCTS- CASPER

BOMBAY CHEMICALS- TORTOISE

Company’s Share segment Wise

▪ Mosquito coil market:
Market leader: Mortein (35%) from Reckitt Benckiser India Ltd Market Challenger: Good Knight with a share of 30%
Market Follower: Maxo from Jyothy Laboratories' is rapidly increasing its share.

▪ Vaporizer refill market:
Market leader: All Out brand from Karamchand Appliances Pvt Ltd. (65%)
Market Challenger: Good Knight and Jet from Godrej Sara Lee Ltd. together account for 24% of the vaporizer segment.
Market Follower: Mortein Vaporizer by Reckitt Benckiser has a market share of about 5-7%.

▪ Mats and aerosol categories:
Market leader: Godrej Sara Lee leads the market with its brands Good Knight Silver mat (68%) in mats and Hit (aerosol).

Market Follower: Mortein’s share in mats is estimated at roughly 15%.

KARAMCHAND APPLIANCES PRIVATE LTD.
ALLOUT

The name All Out is almost a generic name for Liquid Vaporizers (vaporizers), a segment of Rs.22O crores in the mosquito repellant industry in India. All out is the market leader in this segment with a 70 percent market share in 2001. KAPL was almost solely responsible for creating this segment. Within a decade of its launch, All...
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