Godrej Consumer Products Limited (GCPL) has launched a new INR 99 variant of its HIT Anti-Roach Gel, aiming to enhance accessibility and affordability in the household insecticide market. The move comes in response to the persistent cockroach infestations in 65% of urban Indian homes, despite 93% of households cleaning daily. HIT, a market leader in pest control solutions, has built on the success of its existing Anti-Roach Gel by introducing a smaller, cost-effective version that retains the effectiveness of its predecessor. The new product is designed to meet the rising demand for affordable pest control solutions while countering counterfeit products. GCPL sees this innovation as a potential 10x growth opportunity in the cockroach gel category.
Shilpa Suresh, Head of Marketing – Home Care at GCPL, emphasized the health risks posed by cockroaches, including respiratory issues and foodborne illnesses. “Ensuring accessible and effective pest control solutions is crucial for public health. This new variant provides a reliable and affordable way for households to eliminate cockroach infestations from their kitchens,” she said.The HIT Anti-Roach Gel market in India is valued at nearly INR 100 crore and is growing at over 25% year-on-year. The product, which offers up to 45 days of protection per application, features a kitchen-safe, odourless formula suitable for high-risk areas like cupboard hinges, shelves, and cracks.
In Guwahati, where sanitation challenges and urban density contribute to rising pest infestations, the introduction of the INR 99 HIT Anti-Roach Gel is expected to provide a cost-effective solution for households and small businesses. Local retailers anticipate strong demand, especially in areas where consumers seek safe and effective alternatives to traditional pest control methods. With Guwahati’s growing awareness of hygiene and home care, GCPL’s latest innovation is poised to make a significant impact. Focusing on high-infestation regions such as the West and South of India, GCPL continues to reinforce its leadership in pest control with innovative and consumer-friendly solutions.