Despite legal row with Godrej, Mahendran enters repellents

Fledgling consumer goods player Global Consumer Products today launched mosquito repellent under the DND label and said it aims to have at least 10 per cent market share in the Rs 4,500-crore household insecticide category over the next five years.

The consumer goods startup launched by former Godrej Consumer Products Managing Director A Mahendran is also planning to launch products for household pests like cockroaches, bed bugs, houseflies.

The domestic household insecticide market is estimated to be growing at a compounded annual rate of 7 per cent.

"We have launched three products with innovation addressing mosquitoes. In the next couple of years, we will look at expanding our product range across pests. Over the next three to five years we should get at least 10 per cent market share in this category," Mahendran told PTI here.
 

The company said it is initially targeting the mid- premium and millennial segment with its DND mosquito repellents in the form of sprays, liquid vapourisers and coils but will also introduce products across the income segments.

"Our aim is to address all income segments--top of the pyramid, middle of the pyramid and base of the pyramid. First year we will be focusing on mid-premium and millennial and as we progress in the second and third year we will address the middle of the pyramid and base of the pyramid," he said.

It can be noted that Godrej Group Chairman Adi Godrej had dragged Mahendran to the Bombay High Court accusing him of ethical and legal breach following his plans to enter the household insecticides space, where Godrej is a major player.

Asked about this, Mahendran declined to comment saying "the matter is sub-judice and we have not heard anything from the Court."

He earlier said he had signed no non-compete pact with the Godrej Group but still chose to wait for three years before entering the household insecticide space.

Mahendran, who started Transelektra Domestic Products - that built the Good Knight and Hit brand of pest-control products before selling it to Godrej Group - said he will also roll out personal mosquito repellent products by next year.

Global Consumer Products, launched in 2013, also plans to export the DND products, especially to the developed countries initially.

"We will go global. Our shareholder Mitsui is present in over 100 countries and as global consumers we will leverage that. In the next 6-12 six months, we should begin exports as. Probably we will start with Japan first," he said.

Goldman Sachs and Mitsui Global Investments have put in over Rs 500 crore so far into the company, which is also present in chocolates, confectioneries, personal care and beverages. It is targeting a USD 300 million turnover in the first five years of operations.