Godrej Consumer Products Limited (GCPL) has reinforced its leadership in the pest control market with the launch of a new INR 99 variant of HIT Anti-Roach Gel. This cost-effective solution aims to address persistent cockroach infestations, which affect 65% of urban Indian homes despite regular cleaning efforts.With the household insecticide market witnessing strong growth, GCPL identified an opportunity to enhance accessibility while maintaining product efficacy. The new variant, designed to combat counterfeit products and expand market penetration, is expected to drive a 10x growth opportunity in the cockroach gel category.
Shilpa Suresh, Head of Marketing – Home Care at GCPL, highlighted the importance of affordable pest control solutions. “Cockroach infestations pose serious health risks. This new variant empowers households with an effective and budget-friendly solution to ensure hygiene and safety,” she said. The INR 100 crore gel-based anti-cockroach market in India is growing at over 25% annually. The HIT Anti-Roach Gel, with its odourless, kitchen-safe formula, provides up to 45 days of protection per application, making it ideal for high-risk areas such as cupboards and shelves.
In Guwahati, where urban expansion and sanitation challenges contribute to pest issues, the INR 99 HIT Anti-Roach Gel is expected to see strong demand. Retailers anticipate increased sales as consumers seek effective and safe pest control solutions. With rising awareness about hygiene, GCPL’s affordable innovation is well-positioned to cater to Guwahati’s evolving home care needs.Targeting high-infestation regions such as the West and South, GCPL continues to strengthen its market presence with innovative, consumer-centric solutions.
