The mosquito incense market is largely illegal and unorganised. Goodknight hopes its Jumbo Fast Card will be the one-stop solution to slay both—the mosquitos and the competition
Sunil Kataria, CEO, Godrej Consumer Products (India and SAARC), says the company will keep innovating and marketing its products
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At times, what matters most is not ‘how much’, but ‘how long’. While ‘kitna deti hai?’ might be the right question to ask when one buys a bike or a car, the question gets twisted while purchasing another product. Take, for instance, in a category like mosquito repellent, the burning question is kitna chalta hai (how long does it last?) rather than ‘how quickly does it kill?’ Makes sense. Why? In India, close to 50 percent of mosquito repellents used are burning formats.
Nobody perhaps knows the difference between ‘much’ and ‘long’ better than Sunil Kataria. For years, the chief executive officer of Godrej Consumer Products (India and SAARC) struggled to stub out the unique selling proposition USP—lamba chalta hai—used by illegal mosquito repellent incense stick makers to woo users.
(This story appears in the 05 November, 2021 issue of Forbes India. To visit our Archives, click here.)