GCPL launches HIT Anti-Roach gel
India Infoline News Service | Mumbai | March 05, 2013 14:48 IST
Positioned as an effective and effortless remedy against cockroach menace, the gel based insecticide aims at eradicating the cockroach problem from its roots, giving a relief for upto 45 days with each application.
Godrej Consumer Products Ltd (GCPL), Indias leading FMCG Company, has come up with their latest innovation in the household insecticides category with the launch of new HIT Anti-Roach gel. GCPL is the dominant leader in the 3300+ Crore household insecticide market, with nearly half of the market and leadership across all the major formats Coils, Liquid Vaporizer and Aerosols.
GCPL now takes a step ahead in expanding the market with the launch of this innovative product. Positioned as an effective and effortless remedy against cockroach menace, the gel based insecticide aims at eradicating the cockroach problem from its roots, giving a relief for upto 45 days with each application. This follows the efforts of the company to sensitize the consumers about the unhealthy impact of cockroaches, through an advertising campaign that talked about the diseases spread by cockroaches.
Speaking on the launch, Ajay Dang, Vice President, Marketing (Home Care), Godrej Consumer Products Limited (GCPL) said Our aim is to Increase sensitivity towards diseases spread by pests and providing innovative & convenient solutions to get rid of pests. HIT, is the market leader in the cockroach killer spray segment and has more than 80% market share. He further added, With its 22 years of knowledge-base in the insecticide category, the brand understands consumer need gaps clearly. We have conducted in-depth market research and product tests, and are confident about the products ability to expand and extend our leadership for the years to come.
The product is a revolutionary gel based product, which first of its kind in the consumer market. It is an outcome of consumer surveys and design led innovation, keeping the modern housewife in mind. The Anti-roach gel is an injection-shaped tube with gel that can be easily applied to places like modular kitchen brackets, under the sink, inside the drawers etc. The gel attracts cockroaches that in turn ingests it and dies. Other cockroaches feed on the dead cockroach & get poisoned, leading to elimination of the whole nest. The unique formulation attracts and kills even the hidden cockroaches thus giving freedom from cockroaches for 45 days with each application.
The Hit Anti roach gel has been launched with an extensive 360 degree communication campaign Ayenge Khayenge Jad se Mar Jayenge (Cockroaches will be attracted to it, will come and eat it, and will be eliminated from the roots) beginning with television commercial, radio, print and social media.
The product is available in one 20 gm SKU priced at Rs. 125. The product is available in general stores, Chemists, Modern trade across the country This launch is likely to strengthen HITs position as the most powerful and efficacious insecticide brand that kills pests, eradicating the danger of disease caused by pests like mosquitoes & cockroaches.
Would be great if we could use the same.