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Household Insecticide Health Risks: Ankur Bisen on HIT’s Marketing | Financial Express

Household insecticide health risks: Why transparency matters

In a recent Financial Express article titled “How HIT is making a killing,” Ankur Bisen, Senior Partner & Head – Consumer, Food & Retail at Technopak, provides a compelling overview of India’s ₹7,500 crore home insecticide market. 

The piece spotlights Godrej Consumer Products Limited’s (GCPL) brand HIT, which dominates the space with over 80% share—largely driven by its aerosol products that contribute nearly half of the brand’s ₹950 crore revenue.

While the brand’s success is rooted in innovation and strong distribution, Bisen calls for greater scrutiny around how such products are marketed—particularly with regard to potential long-term health impacts on consumers. 

As awareness around health and hygiene increases among India’s growing middle class, the demand for transparency in everyday home care products is becoming more pronounced.

Rethinking insecticide advertising amid health risk concerns
The current marketing narrative in this category heavily leans on performance, spotlighting fast-acting solutions like Kala HIT spray and HIT Matic, yet often overlooks long-term safety messaging. 

This raises concerns about whether the potential risks of repeated indoor exposure are being adequately communicated to consumers.

Bisen adds,
“The advertising for these products often showcases their effectiveness in swiftly killing insects, but makes no mention of the potential consequences of long-term exposure. There have been no independent studies done on these adverse effects they have on human health and wellbeing.”
As consumers grow more cautious about health and everyday exposure risks, the industry is likely to face increasing pressure to adopt more responsible marketing and invest in independent safety validation.
 
 
Supporting strategic retail transformation
Ankur Bisen’s comment reflects Technopak’s broader approach to category strategy—where growth is anchored in consumer trust, responsible branding, and evolving lifestyle needs.
 
Whether it’s category expansion, private label strategy, or Q-commerce profitability, our insights are built on decades of experience and real-world data.
 
We work closely with clients to evaluate emerging categories through a multi-lens approach—consumer behaviour, infrastructure, margin potential, and operational scalability. 
 
As the retail ecosystem evolves rapidly, our role is to balance ambition with execution reality.
 

This feature in Financial Express aligns with Technopak’s ongoing work in:

  • Q-commerce and hyperlocal retail consulting
  • Private label strategy for high-growth categories
  • Cold chain and last-mile innovation
  • Omnichannel and direct-to-consumer (D2C) strategy advisory
  • Consumer safety and trust-building in regulated categories

At Technopak, we believe the future of retail will be built on precision, adaptability, and consumer-first thinking—not just speed.
 
Need help assessing a new category or go-to-market model?

Reach out to Technopak for tailored, forward-looking consulting across Q-commerce, food retail, e-commerce, broader retail transformation and consumer strategy.

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