GCPL expects revival in rural demand by next quarter

After a sluggish growth in last two years, FMCG major Godrej Consumer Products (GCPL) sees a revival in the rural demand on account of good monsoon.
"With monsoon happening, towards-November end or December end, we should see a revival in rural demand for sure. Then, it should accelerate around quarter four," GCPL Business Head-India and SAARC Sunil Kataria told PTI here.
"There are other factors like 7th Pay Commission, GST, next year we would be seeing a boom in Indian economy, but I think the revival will start by next quarter itself," he added.
The company today forayed in the outdoor and personal repellent category under its flagship brand Good Knight by launching Good Knight Fabric Roll-On for Rs 75.

It has also launched Good Knight Cool Gel and Good Knight Patches, in the outdoor range.
"A reason for low adoption of outdoor and personal mosquito repellents has been the lack of innovative products. No product in the market can make it amenable for users to use it everyday," he further said.

"Keeping this in mind, we have launched the new Good knight outdoor personal repellent range of products which are not only safe and easy to use but give 8 hours of protection against mosquitoes," he said.
The personal repellents market in India is pegged at Rs 126 crore but only forms 2.9 per cent of the overall insecticide market.

"In US, roughly around 40 per cent is out of home segment. In Indonesia, it is 18-20 per cent. Given that India has so much of vector borne diseases, this is a stark comparison," Kataria said.
Noting that the out of home mosquito repellent category is quite small, he said, the company would like to grow the category to Rs 250 crore in three years time with it having at least half the market share.