When it comes to mosquito repellents, India has a pretty wide variety to offer — vaporisers, mats, coils, aerosols, gels and creams. And given the country’s tropical, bug-friendly climate, they’re all used well and frequently, right? Wrong. About 56% Indians don’t use any mosquito repellent at all, a number that climbs to an alarming 72% when it comes to rural households. Those are uncomfortable numbers for Godrej Consumer Products (GCPL). The market leader in the Indian household insecticides market, like its peers, has been unable to exploit the full potential for its products in rural India.