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Godrej Consumer Products Limited expects revival in rural demand soon

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After a sluggish growth in last two years, FMCG major Godrej Consumer Products (GCPL) sees a revival in the rural demand on account of good monsoon.

GCPL to drive Good Knight, Hit biz through rural market focus
Good Knight accounts for 40 per cent of the GCPL's turnover and the company is planning a lot of category creation under the brand

“With monsoon happening, towards-November end or December end, we should see a revival in rural demand for sure. Then, it should accelerate around quarter four,” GCPL Business Head-India and SAARC,  was quoted by PTI as saying.

“There are other factors like 7th Pay Commission, and GST, and next year we will be seeing a boom in Indian economy, but I think the revival will start by next quarter itself,” he was further quoted by the news agency as saying.

The company on 30 September, 2016, forayed in the outdoor and personal repellent category under its flagship brand Good Knight by launching Good Knight Fabric Roll-On for Rs 75.

It has also launched Good Knight Cool Gel and Good Knight Patches, in the outdoor range.

“A reason for low adoption of outdoor and personal mosquito repellents has been the lack of innovative products. No product in the market can make it amenable for users to use it everyday,” Kataria was quoted by PTI as saying.

“Keeping this in mind, we have launched the new Good knight outdoor personal repellent range of products which are not only safe and easy to use but give 8 hours of protection against mosquitoes,” he added.

The personal repellents market in India is pegged at Rs 126 crore but only forms 2.9 per cent of the overall insecticide market.

“In US, roughly around 40 per cent is out of home segment. In Indonesia, it is 18-20 per cent. Given that India has so much of vector borne diseases, this is a stark comparison,” Kataria told PTI.

Noting that the out of home mosquito repellent category is quite small, he said, the company would like to grow the category to Rs 250 crore in three years time with it having at least half the market share.