Goodknight Gold Flash eyes major share of INR 2,200 cr liquid vapouriser market

With 2.86 lakh Malaria cases and 1.36 lakh Dengue cases recorded globally, 90 per cent consumers face mosquito related problems in India. Acting upon this research, Godrej Consumer Products Ltd’s Goodknight has unveiled its new ‘Goodknight Gold Flash’ to empower India against mosquitoes. 

According to the Nielsen MAT report, the home insecticide category in India is worth Rs 6,200 crore, with the liquid vapouriser format having a 35 per cent share of this market. Out of this, 50 per cent market share belongs to Godrej. 

With the launch of the Goodknight Gold Flash, Godrej has introduced an updated technology to consumers for all round protection. Marketed as India’s most powerful liquid vapouriser, this product combines the positives of coils, incense sticks, aerosols and liquid vapourisers, giving the consumer a single solution for mosquito menace. The Gold Flash instantly kills mosquitoes, reaches every corner of the room unlike the other liquid vapourisers and is long lasting. 

The Flash mode of this product will instantly kill the mosquitoes like the ‘Fast Card’. After 30 minutes it automatically switches to normal mode, providing stable protection. It also switches to flash mode every 4 hours automatically for people who prefer sleeping with their windows open. The machine uses a patented technology made in the US with the heating system and a wick which is highly porous. 

Commenting on the launch, Sunil Kataria, Chief Executive Officer - India & SAARC, Godrej Consumer Products Ltd (GCPL), said, “Goodknight is the market leader in household insecticides category in India. We are the most trusted and preferred brand by families seeking all-round protection from vector-borne diseases. We have always disrupted the category and offered innovations solutions to consumers. Goodknight Gold Flash, India’s most powerful liquid vapouriser, is our latest disruption in the liquid vapouriser format.” 

He further added, “With upgraded heating technology and visible efficacy, Goodknight Gold Flash will be a game changer in the Rs 2,200 crore liquid vapouriser market in India. Through this offering, we are upgrading users of formats like coils and burning solutions like incense sticks. Thereby, targeting an additional Rs 250 crore market comprising of such products.” 

At the launch, Kataria also announced that Goodknight has stopped the manufacturing of its Active and Express liquid vapouriser machines and are heavily banking on the Gold Flash. They are extremely confident about this product and are looking to not only create a behavioural change in homes using the older machines by offering a better solution, but also causing behavioural change in the 46 per cent of homes using multiple formats for mosquito problems. Pricing the machine at Rs 89 and the refill at Rs 75 (Rs 2-3 more than the older machines), Godrej claims that the Gold Flash is the one powerful solution for all mosquito problems in households. They claim that a single refill will last for about 3-4 weeks. 

With the liquid vapouriser category still growing at a rate of 7-8 per cent, Godrej also expects the 6 crore liquid vapouriser customers to switch to Gold Flash in the next 15-18 months. Definitely a huge marketing task at hand. The brand has partnered with JWT and has created city-specific digital films keeping the behaviour patterns in mind. The brand has also heavily invested in print ads and television. 

Godrej claims that one-third of the growth of their Goodknight brand comes from innovation. We see a move unlike any other brand, where they have already stopped the manufacture of the older product and banked so hard on the newer technology. It remains to be seen how the consumers take to the new product and how efficiently it will help solve the mosquito menace for the consumers.