How HIT is making a killing

INNOVATION is of utmost importance in low-involvement categories.

- CHRISTINA MONIZ

INNOVATION IS of utmost importance in low-involvement categories. The ability to spot trends early on and adapt swiftly and effectively can be the difference between leading the pack and playing catch-up.

Godrej Consumer's home insecticide brand HIT has made itself almost synonymous with the category by taking on the mantle of innovation—be it in format or formulation. The company recently revamped its best-selling Kala HIT mosquito spray with a formulation that promises greater efficacy, pricing it at ₹180 for a 400ml pack. Market estimates indicate that HIT holds over 80% of the aerosol market in the home pest control segment, giving it a clear edge over competition like All Out (SC Johnson) and Mortein (Reckitt).

For its part, aerosols for mosquitoes contribute nearly 50% of HIT's revenue, making them the biggest driver for category expansion. Shilpa Suresh, head of marketing—home care at Godrej Consumer Private Limited (GCPL), says that as a leading brand in the category, it is HIT's responsibility to innovate and identify new solutions for its consumers. "Typically, aerosols in India have seen a better adoption in markets that have seasonal spikes in mosquito infestation rather than those that have consistent infestation. While HIT is strong across markets in the country, North and West are major contributors to the aerosol business," says Suresh.

Consequently, the brand will adopt a stronger distribution strategy in the North and West.