“Boring but Brilliant Basics”: Shilpa Suresh's Winning Marketing Strategy For HIT and Good Knight

In tropical India, where plants, people, and pests thrive in equal measure, pest control is a daily concern for every household. Since the 1990s, Godrej Consumer Products Ltd’s  (GCPL) home care brands—HIT and Good Knight—have been trusted names across the country. Their memorable TVCs, showing mosquitoes and cockroaches collapsing within seconds, captured the imagination of Indian homes, and product efficacy helped them cement their position as market leaders.

In a conversation with BrandSutra, Shilpa Suresh, Head of Marketing – Home Care at GCPL, talks about the brand’s innovative formulations, go-to-market strategies, evolving positioning, and how they are adapting to shifting consumer expectations.

Edited excerpts…

 How has consumer perception of HIT evolved, particularly with growing awareness around health and hygiene?

One thing that has remained consistent in India is the increasing penetration of the household insecticide category, especially over the past decade. This rise has been largely driven by consumer demand for effective pest control solutions.

At GCPL, which is the market leader in this segment, we’ve seen how deeply effectiveness resonates with consumers. They want products that genuinely solve the problem—especially protection from mosquitoes. That’s why, in the last year alone, we’ve introduced three innovations under HIT across different formats. We launched new molecules in the incense stick format, the electric liquid vaporizer format, and most recently, in the aerosol spray format. All of these variants are not just superior to their predecessors but also ahead of competing products in the market.

This reflects the evolving consumer need for stronger and more reliable protection, and we’re committed to meeting that demand through multiple effective and safe formats.

How does GCPL balance product efficacy with safety concerns?

That’s a very relevant point. When we talk about efficacy, consumers naturally wonder if there’s a trade-off with safety. Fortunately, companies like GCPL operate under stringent Indian government regulations. Every new molecule we introduce goes through years—often close to a decade—of rigorous testing.

These tests cover toxicity across age groups, climates, and geographies. Only after multiple levels of approval by the Insecticides Regulatory Authority are we legally allowed to bring these to the market. So yes, they are absolutely safe.

But safety isn’t just about compliance—it’s also about consumer perception. So we focus on transparency. We include ingredient disclosures on packaging, clear usage instructions, cautionary notes with colour coding, and instruction manuals with every insecticide product. This builds trust and drives awareness through open communication.

What is the need for newer innovations in molecules? Are pests developing resistance to older solutions?

Yes, pest resistance is real. Mosquitoes go through multiple generations in just one year—six to seven, in fact—so evolution happens rapidly. To counteract this, we consistently work on new molecules and alternate actives to stay ahead of resistance cycles. Innovation isn’t a one-time activity; it’s a constant process in this category.

Tell us about the positioning of the home care brands. 

Good Knight has always positioned itself around the idea of giving you a “good night’s sleep.” With HIT, we’ve taken a slightly different route. If you had to define HIT’s brand archetype, it would be that of a superhero—strong, action-driven, and reliable.

In our communication, HIT is often depicted as a protector—especially of children—demonstrating both strength and safety. Over time, consistently showing our products in family-safe contexts builds a perception of trust and efficacy. It reassures consumers that while HIT is powerful, it’s also safe for their most precious ones.

What go-to market strategies does GCPL follow for home care?

We believe in what we call “boring but brilliant basics.” It’s about doing the fundamentals well and consistently. We place a strong focus on increasing mental availability by maximizing media reach. Over the past few years, we’ve steadily increased our media investments across brands like HIT and Good Knight.

We adapt to the evolving media landscape: for example, while rural India used to be media-dark, the rise of mobile phones has changed that. Simultaneously, urban metros are becoming TV-dark, so digital has become even more critical.

On the physical availability front, we have a strong omni channel presence—general trade, modern retail, quick commerce and e-commerce. Our pack-size strategy is also tailored to different consumer behaviours, and that’s helped us significantly in building a wide consumer base.

How do you address the need for format innovation?

Different formats cater to different use occasions. For instance, if you want consistent, long-lasting protection overnight, you’d go for an electric vaporizer. For quick action against a sudden mosquito infestation, aerosol sprays are ideal. For outdoor settings, incense sticks might be preferable.

A standout innovation in our portfolio is the HIT anti-roach gel. It targets cockroach infestations where sprays are ineffective—like inside kitchen cabinets. It’s affordable, convenient, and puts pest control directly in consumers’ hands. We recently launched a INR 99 SKU, making it a cost-effective alternative to professional pest control.

Are there any specific challenges you face that you’d like to highlight in terms of education, awareness or competition?

A big challenge is the proliferation of illegal insecticidal incense sticks. This unregulated segment has exploded and now commands around INR 1,300 crore in market value. These products often don’t go through any safety or toxicity testing, yet they’re widely used because they offer visible results.

The danger lies in the unknown long-term health impact. Despite our efforts, many consumers continue using them simply because they’ve become habitual. In response, GCPL introduced India’s first registered mosquito-repellent agarbatti under the Good Knight brand, and it’s already become the market leader within a year. Still, tackling this unregulated segment remains an ongoing challenge.

With consumers increasingly seeking natural alternatives, how is HIT adapting?

Natural is a growing trend in many categories, but when it comes to household insecticides, efficacy trumps everything. And currently, chemical-based solutions are what truly work.

For instance, HIT aerosols have helped reduce dengue and malaria outbreaks in high-risk regions. Consumers trust these tested products more than unproven “natural” alternatives.

What key lessons have you learned in your marketing journey with HIT?

First, marketing starts with a winning product that offers unmatched value. You must know what consumer need your product uniquely solves and why it’s better than alternatives.

Second, we draw from marketing science—particularly principles like building mental and physical availability and staying relevant across multiple usage occasions.

Finally, consumer-centricity is vital. My team and I regularly meet consumers to understand their lives and pain points. Listening with an open mind—without bias—has helped us consistently derive actionable insights.