Product Innovation Driving the Home Insecticides Market in India

Posted by Andrew Thomas on May 20th, 2019

India has emerged as a fledgling market for home insecticides products, and product innovation is a key market strategy adopted by firms to enhance market share in rural areas and drive adoption in the urban areas. Pricing is also a key differentiator for Indian companies like Godrej Consumer Products and Jyothy Laboratories, among others, and they are coming up with a range of low priced products to further penetrate the market. These players are also emphasising on developing integrated marketing communications through television, newspapers, internet, and radio advertisements to increase awareness about the benefits of home insecticides.

What are the different products in the home insecticides market?

The home insecticides market in India is witnessing significant growth over the last few years, attributed mainly to the sharp increase in the income of the middle class & lower middle class segment, which eventually resulted in higher discretionary spending. Among the different market segment, mosquito repellents generate the highest revenue. Different mosquito repellent products available in the market includes coil, mats, liquid vaporizers, spray, and others. Household insecticide products have grown in prominence for maintaining hygiene in kitchen as well as in rooms. Liquid vaporizers are the most commonly used to get rid of mosquitoes in the room. Also, the mosquito repellent sprays are gaining significant momentum in urban India.

Innovation is the key for sustaining profitability

For brands such as Good Knight, All Out, and Mortein, innovation is the key for maintaining sustainability. Innovations like paper-based mosquito repellent are disrupting the emerging rural markets, and driving the growth of the mosquito repellent segment and accordingly overall home insecticide industry in India. However, the penetration of household insecticide products is still low in India whereas the mosquito repellent products are growing rapidly among consumers because of its easy and convenient use.

Innovation in formats, generic products and product developments has become essential for all leading brands and insecticides manufacturers in the country, and these products are crucial for preventing the havoc caused by various home insects across the country. Moreover, people are becoming more health conscious and aware about the disease caused by insects. This trend has also resulted in the introduction of various product formats and innovations in the market in the form of various insect repellents. For long, India has been affected by insects and pests, especially the health of the Indian population. The growing problem of insects and pests need to be exterminated and that is why insecticides are being used extensively in the kitchen and mosquito repellents in rooms.

Moreover, increasing health consciousness of the consumers is also inducing insecticides manufacturers to experiment with organic/herbal home insecticide products and create the new category within the market. The health conscious consumers are increasingly putting their trust on natural home insecticide products to repel home insects. As a result, the various innovative and specialized home insecticide products have been driving the growth of brands as well as overall market from the decades and this will also remain the key factors of the industry growth in near future.

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