Godrej Consumer Products plans to introduce innovative paper format repellent in India

20 May 2013 Evaluate

Godrej Consumer Products is planning to introduce its disruptive, innovative paper format repellent - Hit Magic Paper in India within the year, considering rise of dengue and malaria incidents in the country. The repellent is smokeless high-margin product, endowed with fragrance and is priced lower than mosquito coils. The Hit Magic Paper burns for three minutes and has residual efficacy up to eight hours.

This innovative paper coil, called Hit Magic Paper is already been marketed by the company in Indonesia, which has been a major success for the company in the region. The mosquito solutions contribute to 90% of the company’s insecticide revenues in India, cockroach products make up for less than 10%. This year, the company focused on growing the market for cockroach repellents.

 

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