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Global Consumer eyes 10% share in household insecticide segment

Thursday, October 12, 2017

Fast-moving consumer goods firm Global Consumer Products yesterday said it aims to capture 10% market share in the Rs 4,500 crore household insecticide category in the next three years.

"We are looking at a 10% market share in the total category in the next three years," Global Consumer Products Chairman and Managing Director A Mahendran told reporters here.

The Rs 4,500-crore household insecticide market is estimated to be growing at 10-15%, with the rural market constituting 15% of the total pie.

After rolling out its mosquito repellent brand DND targeted at the top of the pyramid, the company yesterday launched mosquito repellents for the base of the pyramid and claimed the new product is priced at half the cost at which its competitors offer their products in the market.

"When we entered last year with DND, we were addressing the top of the pyramid. Now we are looking at the base of the pyramid. We are addressing the base of the pyramid which is a fairly large population in India. We will address the top and the base of the pyramid," he said.

He added that the company is planning to introduce more mosquito repellent products in the affordable space. Mosquito repellents account for 80% of the household insecticide market.

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