FMCG major Godrej Consumer Products Ltd is tapping rural markets to grow its household insecticides business and expects up to 35 per cent of sales to come from there in the next two years.
In the first half of the year, the company clocked 14 per cent growth. The mosquito repellent brand Good Knight crossed ₹1,500 crore sales last fiscal and the company is also looking to boost sales of other products like Hit too.
“The two tasks which we have is, penetration and growth through rural areas and consumption growth through urban area,” GCPL Business Head India and SAARC Sunil Kataria told PTI.
He said at present the estimated ₹3,500-crore household insecticides industry is getting 70 per cent sales from urban area and rest from rural areas.
“However, in the next two years, sales ratio of non-metro markets would increase to 40 per cent and at that time we will have around 35 per cent of the business coming from rural markets,” Kataria said.