Tortoise losing the repellent race

In real life, slow and steady does not always win the race. Tortoise, the over 30-year old mosquito repellent brand is losing out.

A look at the AC Nielsen data for the household insecticide market shows that Tortoise coil, the market leader in the '90s, has witnessed a dramatic fall in its market share. From a share of 32.9 per cent in 1998, the Tortoise brand has slid to 2.3 per cent in 2003.

A relatively new player, Maxo coils from the stable of Jyothy Laboratories, has reached the number two slot after Reckitt Benckiser's Mortein.

From a meagre share of 0.3 per cent in 2000, Maxo's share has been on an upward curve, topping 22 per cent in 2003. Of the Rs 835.65 crore household insecticide market, coils form 52 per cent of the pie of around Rs 439.34 crore.

The coil category is spilt into two "" green and red coils. Preferences are increasingly shifting towards red coils as these last longer.

Godrej Sara Lee's flagship brand Good Knight and regional brand Jet have recorded a share of 20.2 and 14.1 per cent, respectively, in 2003. Both the brands have maintained their shares of 2002.

Refills, the second largest category in the household insecticide market, has a share of 19.7 per cent, accounting for about Rs 164.4 crore. All Out refills from Karamchand Industries has eaten into GoodKnight's market share.

To retain its position as market leader with a share of 63.3 per cent. GoodKnight's share has slipped from 35.4 per cent in 2002 to 29.6 per cent in 2003.

Mats form 10.9 per cent "" about Rs 91.28 crore of the household insecticide market "" while aerosols have a share of 6.6 per cent (about Rs 55.16 crore).

In the mats category, Mortein's share has slid to 6.4 per cent in 2003 from 7.4 per cent in 2002, while GoodKnight maintains its leadership position with a share of 58.8 per cent.

In the aerosol category, Hit is the market leader with a share of 64.5 per cent in 2003.