Despite 93% of Indian households cleaning daily, cockroach infestations persist in 65% of urban homes, with over half reporting medium to high infestation levels. Cockroaches, known carriers of harmful bacteria and allergens, pose significant health risks, including respiratory issues and foodborne illnesses. Addressing this persistent challenge, Godrej Consumer Products Limited (GCPL), under its brand Godrej HIT, has introduced HIT Anti-Roach Gel—a compact, affordable (INR 99), and effective addition to its market-leading household insecticide portfolio.
HIT is one of the market leaders, extensively used by consumers to tackle cockroach infestations. Building on the success of its HIT Anti-Roach Gel, GCPL identified an opportunity to enhance accessibility with a smaller, more cost-effective variant that maintains its effectiveness.
Commenting on the launch, Shilpa Suresh, Head of Marketing—Home Care, Godrej Consumer Products Ltd. (GCPL), said, “We are aware of the serious health risks posed by mosquito-borne diseases, which remain a major public health concern.” The market for gel-based anti-cockroach products in India, valued at nearly INR 100 crore, is growing at over 25% year-on-year. The new variant of HIT Anti-Roach Gel pack provides the same level of protection and is priced at just INR 99 for 15g.
