by Suman Gupta
Recognising the absence of an Affordable and Sustainable mosquito repellent solutions, Global Consumer Products offers DND Jumbo Refill and Liquid Vaporiser at an affordable price of Rs. 36/- only. It’s a needed but strong initiative to aid the eradication of diseases like Dengue and Malaria says A Mahendran. He also mentions “Category Innovations and technology has been leveraged to come up with such affordable solutions”
Mumbai, October, 2017: After the successful launch of DND – (Do Not Disturb warning to Mosquitoes), a brand of Household insecticides in 2016, which brought to market clutter breaking technology innovations in the mosquito repellent space (through never seen before fan based technology in both vaporiser and coil diffusion, and 12 hr Aerosol an unique and much sought after concept), Global Consumer Products Pvt. Ltd. is all set to conquer the market once again with the launch of an affordable new product, DND JUMBO REFILL AND LIQUID VAPORISER at an attractive price of Rs. 36/- each, that caters to the mosquito concerns across Base of the Pyramid consumer pop strata.
Vector Borne Diseases like Dengue, Malaria, Filaria, Japanese Encephalitis affect millions of people in the country every year. National Vector Borne Disease Control Programme suggests 95% of country’s population lives in ‘malaria/dengue endemic areas’. Over 78,690 cases of Dengue, 38,726 cases of Chikungunya and 486,059 cases of malaria have been reported in the country from Jan 2017 to Oct 2017. To add to this the per capita consumption of mosquito repellents is as low as 31 nights per year all India with 72 night in urban Indian and a marginal 11 nights per year in rural India as compared to 165 nights in other emerging economies.
It has been seen that when technology becomes accessible the consumer usage increases beyond expectation. No industry better exemplifies this democratization of a previously-exclusive service than the airline sector, driven primarily by the rise of the low-cost carriers (LCC). The emergence of low cost airlines led to significant airline passenger growth which is expected to reach 322 million by 2026. Similarly the telecom industry has been revolutionised with affordable tariffs that have widened the overall consumer base to a whopping 1,198.89 million by April 2017.
In a category like HI, consumers have the aspiration to move towards a format like Liquid Vaporizer however current liquid refills cost anywhere between 60-80Rs. Unfortunately, affordability is a huge deterrent in converting the need to a purchase. With this new innovation, Global launches DND Jumbo Refill and Liquid Vaporiser at half the cost (Rs. 36/- only) of current LVs in the market thereby redefining the entire affordability dynamics of this category.
Mr. Mahendran, the Chairman of the company feels that technology innovations should not be restricted to the upper pop strata alone. Consumers across income levels need to have access to the best technology innovations across the base of the pyramid. There is a large chunk of consumers who want affordable solutions without compromising on the product quality and technology. DND Jumbo Refill fills in this gap with innovation and effective solution at a cost which is Re 1 per night. (Rs 36 can well sustain 36 nights for a room for 12 hr efficacy)
The product developed by Global Consumer Products in-house R&D team, will be launched Pan India and sold through wholesale and general trade channels to get maximum reach.
The company is also giving equal impetus on distribution through new age channels like E-commerce and Modern retail.
To sum up, when technology becomes accessible the consumer usage increases beyond expectation. No industry better exemplifies this democratization of a previously-exclusive service than the airline sector, driven primarily by the rise of the low-cost carriers (LCC). The emergence of low cost airlines led to significant airline passenger growth which is expected to reach 322 million by 2026. Similarly the telecom industry has been revolutionised with affordable tariffs that have widened the overall consumer base to a whopping 1,198.89 million by April 2017. GCP’s endeavour is in this direction as well and the company hopes to make affordable and accessible HI solutions for one and all.
About Global Consumer Products Pvt Ltd. : Global Consumer Products Private Limited (“Global CP”) is set up as a FMCG platform to create brands that captures favourable macroeconomic factor’s manifested through higher urban consumption.
Global CP was born out of an idea to be one-of-a-kind start-up where entrepreneurial ambitions of the various stakeholders could be nurtured and given a platform to shine. It was with this deep rooted desire that in early 2014, A. Mahendran our CMD & Co-Founder roped in two visionary PE funds (Goldman Sachs & Mitsui Ventures) to partner with him on making dream a reality, He sees GS & MV not as financial investors but as mentors to the management team and catalysts for growth using their vast networks to bring in the right partnership opportunities for Global CP.
We see ourselves as an eclectic mix of the three E’s – Experience, Exuberance & Entrepreneurialism. Throw in a dash of the right amount of capital and what we have is the perfect recipe for success. We firmly believe in our company moniker of being a ‘Synthetic start-up’ given by our Chairman which brings together the entrepreneurial zeal of our stakeholders (we believe that every employee is a stakeholder in our company) along with the global strategic, financial & technological expertise which are brought in by our investors. Global CP is launching innovative and high quality products to start with in high-growth categories such as Confectioneries, Beverages, Household Insecticides and Ayurvedic Personal Care.