Goodknight, a market leader in the home insecticide category, has launched ‘neem agarbatti’, a natural mosquito repellent incense sticks in Kerala.

Somasree Bose Awasthi, Category Head, Godrej Consumer Products Ltd, said that the product is made of 100 per cent natural ingredients like neem and turmeric and that it will burn for three hours and releases less smoke. “Priced at ₹15 for 10 sticks, this is one of the most superior product offerings at an affordable point of view,” said Awasthi.

Andhra Pradesh was the first market to launch the product where the company has received an overwhelming response by garnering a seven per cent market share, she said.

Later speaking to reporters, Awasthi said the size of household non-pooja incense market in the country is estimated at ₹600 crore, with a growth rate of 9 to 11 per cent. She said that the majority of the products are illegal brands and questionable ingredients. “Familiarity, affordability and avoiding electricity consumption are the driving factors behind the growth of incense sticks. The Kerala market is estimated at ₹15 crore,” she added.

To a question, she said mosquito coil market is declining because of smoke and consumers are upgrading to other formats.

Speaking on the occasion, Jayant Deshpande, Secretary and Director, Home Insecticide Control Association (HICA) emphasised on the need to create awareness among consumers against unregulated agarbattis, as the producers do not go through regulated manufacturing processes and basic check on safety parameters of skin, eye and respiratory system which is mandated for all home insecticide products. “All illegal agarbattis flout norms and not tested on safety parameters,” he said.