INDIAN NEWS & TIMES

Monday, December 11, 2017

arumugham-mahendran_660_081315061054Global Consumer Products Pvt. Ltd., one of the fastest growing FMCG companies in India, announced its foray into the mosquito repellent category under the flagship brand of ‘DND’- DO NOT DISTURB. Helmed by A. Mahendran, the creator of this category in India, DND promises some world class path breaking innovations. As the fourth product category from the company, DND products are designed to provide effective prevention against entry of mosquito’s as a proactive solution rather than a conventional protection approach.

“We believed that there is a need for a solution which not only knocks down the mosquitoes but also prevents them from entering the house. We have introduced breakthrough innovations suimagesch as the Turbo Fan Technology which spreads the active faster and farther, addressing the long felt need of Indian consumers. Another revolutionary product is the Transfluthrin based Nanosol when sprayed, the active stays in the air longer and provides dusk to dawn prevention from mosquitoes,” said MD and CEO of Global Consumer Products, A. Mahendran.

Fast-moving consumer goods firm Global Consumer Products today said it aims to capture 10 per cent market share in the Rs 4,500 crore household insecticide category in the next three years.”We are looking at a 10 per cent 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 per cent, with the rural market constituting 15 per cent of the total pie.After rolling out its mosquito repellent brand DND targeted at the top of the pyramid, the company today 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. DnDWe 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 per cent of the household insecticide market.The consumer goods start-up is also planning to launch products for household pests like ants, cockroaches, bed bugs, houseflies.

“The tropical climate in India forms a perfect breeding ground for mosquitoes. Mosquito borne diseases are on the rise with most virulent strains causing Zika and Chikungunya. These outbreaks led us to research and come up with solutions, which could help tackle these problems proactively.

Better awareness levels and i78b5f350071289.58c6c73aeeb30mproving incomes are driving consumers in Tier I and Tier II cities to seek effective ways to prevent their families from mosquito borne diseases,” he added.

DND is launched in the product variants of Liquid Vaporizers, Coils and Nanosols. For the first time in the category, DND Turblo Liquid Vaporizer has a Turbo Fan Technology.

This technology helps in quicker dispersion of the active in the air, thus making it five times more effective and creating a 360degree preventive shield. Introduced for the first time in India, the DND Aeromax Coil Diffuser is a revolutionary product in the coil category.

The Turbo Fan Action has the power to not only spread active faster but also covers more area thereby creating a shield which prevents the mosquitoes from entering the room.“DND is not just a product but a tangible solutions in household insecticide category, particularly mosquitoes.”On the overall marketing strategy, he informed, “The product’s pan-India roll out has begun and the TVC is on air.