Good Knight turned mosquito repellent into a one-rupee paper card

By 2013, Good Knight already sold mats, coils, liquid vaporizers, and aerosols. The growth problem was outside the category: Business Standard reported that 56 percent of Indians, and 72 percent of rural consumers, did not use mosquito repellents.

Godrej's answer was not a cheaper vaporizer. Good Knight Fast Card was a slip of treated paper that burned for three minutes and was effective for nearly four hours, needed no electricity, and cost Re 1 per use.

The format attacked the real barriers: cash outlay, electricity, complexity, and distrust of ineffective cheap products. Economic Times quoted GCPL saying it wanted to reach people with no access to mosquito repellent products.

WARC later summarized the launch as a new low-cost, high-performance ignitable card for small-town and rural India, supported by grassroot activations and point-of-sale work.

Shrink the whole appliance into one burning card

It reframed affordability as a per-use price, not just a cheaper pack.

It worked without electricity, which made the product viable beyond urban vaporizer households.

The paper-card format was easy for shopkeepers to explain and for first-time buyers to try.

It created a branded alternative to informal, low-quality burning formats.

To recruit non-consumers, redesign the unit of purchase as much as the product itself.

Business Standard cited analyst expectations that the paper format could create a Rs 700 crore market over five years. WARC said the launch more than tripled its sales target and brought many new users into the category.