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Rs 4.5-cr ad spend to back Good Knight's new variant

30-July-2004
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Rs 4.5-cr ad spend to back Good Knight's new variant

Godrej Sara Lee Ltd will spend Rs 4.5 crore nationally to launch its new product `Good Knight Activ Shield', with Tamil Nadu getting about Rs 1 crore of this budget, according to Mr Vikas Hajela, Vice-President Marketing, Godrej Sara Lee Ltd.

Godrej Sara Lee, the makers of household insecticides, has come out with three variants of the new product in the form of sprays, gels and lotions.

The spray and the gel are priced at Rs 54 for 100 ml and Rs 27 for 50 ml respectively, while the lotion is priced at Rs 18 for 50 ml. Mr Hajela said that there are plans to come out with a sachet package for the lotion.

These products were developed in-house at the company's research and development (R&D) wing, which has been declared a centre of excellence within the Sara Lee family. The company spends Rs 5.5 crore annually on research and development, Mr Hajela said.

The research areas are insect breeding and bionics of household pests, screening of new insecticide formats such as mats, vaporisers, aerosols and baits. Research on natural products and bio-insecticides is also carried out.

The centre currently hold six patents and plans to file six year on year. It has also become a sourcing base for research and development for Sara Lee Worldwide.

The company has been exporting to South Africa, Sri Lanka, Bangladesh and Kenya. Last year exports were in the region of Rs 27 crore, he said.

Godrej Sara Lee is planning to promote the use of branded mosquito nets, which would have a coating on it to kill the insects. The company is in talks with a Norwegian company for this purpose.

Mr Hajela said that the company has a 40 per cent share of the Rs 1,000 crore household insecticide market.

The Rs 450 crore Godrej Sara Lee Ltd is a joint venture between the Godrej Group and the Fortune 500 major Sara Lee Corporation. The company is the world's largest manufacturers of home insecticides.

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