A new nationwide study commissioned by Good Knight, the flagship mosquito repellent brand from Godrej Consumer Products Ltd. (GCPL), reveals that 73% of consumers in East India feel uneasy using illegal mosquito repellent incense sticks. Conducted by market research firm YouGov, the survey titled “One Mosquito, Countless Threats” highlights growing health concerns in states like Assam, West Bengal, Bihar, and Jharkhand over unregulated mosquito control products laced with Chinese chemicals.
The East India market shows the highest concern nationwide, with 71% of respondents preferring government-approved solutions and 56% being particular about the repellents they buy. Despite this, the illegal incense stick market in the region has ballooned to over ₹600 crore, out of the ₹1,675 crore national market, growing at an alarming 20% annually.
In Guwahati, consumer awareness is visibly rising. Shoppers are increasingly verifying Central Insecticides Board & Registration Committee (CIBRC) approvals before purchase. Retailers also report higher inquiries about safe alternatives, reflecting a shift toward regulated solutions.
GCPL is countering the trend by introducing Renofluthrin; a patented, indigenously developed molecule in its new Good Knight Flash liquid vaporiser, claiming it to be 2X more effective than any other registered liquid repellent in India.
