GODREJ PRESENTS A BREAKTHROUGH INNOVATION - GOOD KNIGHT FAST CARDTM
- INSTANT ACTION, EASY TO USE SOLUTION AT 1 RUPEE
- A SMALL SOLUTION TO A BIG PROBLEM
, Godrej Consumer Products Limited (GCPL), India’s leading FMCG Company, today announced the launch of Good knight Fast Card.
In a country where 95% of the population lives in malaria prone areas, only 44% households use a mosquito repellent solution. Good knight Fast Card will make â€˜effective protection from mosquitoes’ accessible to millions of Indian homes that do not use any solution currently.
Godrej is a dominant leader in the ~3600 Cr. household insecticide market, with brands like
Good knight & HIT leading the market across all the major formats - Coils, Liquid Vaporizer and Aerosols.
With nearly 30 years of expertise in the category, Good knight has introduced Good knight Fast Card
- a first of its kind mosquito repellant format in the country, which will appeal to the consumers due to its instant effect, ease of use and an attractive price.
The highlight of Good knight Fast Card TM is that it burns for just three minutes but is effective against mosquitoes for nearly four hours. It consumes no electricity and is easy to use, which makes it different from all other repellents in the market. The product has been priced at ` 10 for a booklet of 10 cards, which means
` 1 per card.
Announcing the launch of Good knight Fast Card TM, Nisaba Godrej, Executive Director, Godrej Consumer Products Ltd. said, “56 per cent of the population in our country does not use mosquito repellents. We felt that there is a need for a solution that is effective, easy to use, and at a price point that is attractive to the masses. Simple, innovative and economical, this format promises to change the way Indians look at mosquito repellants. All one needs to do here is fold light, and blow out for instant protection.”
Speaking on the launch, Sunil Kataria, Chief Operating Officer, Sales, Marketing and SAARC, Godrej Consumer Products Ltd. said, “Good knight Fast Card , is a format that has been launched for the first time in India. It is an easy to use product with unique features such as instant efficacy, high affordability and most importantly does not need any electricity. In current times when the country is faced with a high risk of vector borne diseases viz. Malaria and Dengue, Good knight Fast Card is an effective solution and we aim to take it across our rural and urban landscape. I am confident that this innovation will thrill India’s vast populace.”
Addressing the need to reduce the occurrence of malaria and dengue in the country, Good knight Fast Card TM has been designed to be the most effective and accessible solution in the category.
Good knight Fast Card advertising has been launched with an engaging campaign with a tagline “Fattack se furrr” demonstrating its instant effect.
About Godrej Consumer Products Ltd:
Godrej Consumer Products Limited (GCPL) is a major player in the Indian FMCG market, with leading household and personal care products. Our brands, which include Good knight, Cinthol, Godrej No. 1, Expert, Nupur, aer, Hit, Fairglow and Ezee and Protekt are household names across the country. We are one of the largest marketers of toilet soaps in the country and are also leaders in hair colours and household insecticides. Four of our brands (Good knight, Cinthol, Godrej No.1 and Godrej Powder Hair Colour) are ranked among the
100 most trusted brands in the country by Economic Times - Brand Equity.
We are driven by our mission to continuously enhance the quality of life of consumers in high-growth markets with superior-quality and affordable home care, personal care and hygiene products. We also have a strong emerging presence in markets outside India. As part of increasing our global footprint, we recently acquired
60% rights in Cosmetica Nacional, a Chilean hair colour company. The acquisition of the pan-African Darling Group, and Rapidol and Kinky in South Africa have given GCPL leading positions in the fast growing African ethnic hair care market. With acquisitions in West Africa, the Megasari Group, a leading household care company in Indonesia and Issue Group and Argencos, two leading hair colourant companies in Argentina, Keyline Brands in the United Kingdom, and Godrej Global Mideast FZE, we own international brands and
trademarks in Asia (excluding India), Latin America, Africa, Europe, Australia, Canada and the Middle East.
Ritu [email protected]