Godrej Sara Lee, after taking its flagship insecticide brand Good Knight overseas, is planning a similar strategy for Hit. As part of its brand restructuring, the company has identified Good Knight and Hit as its power brands. The Good Knight brand is available in over 10 countries.
A Mahendran, managing director, said, "As part of our expansion, the company will launch Hit in the Middle East next month." The company has entered into a distribution and marketing pact with a Dubai-based company.
Godrej Sara Lee has subsidiaries in Sri Lanka and Bangladesh for selling its Good Knight mosquito repellent brand. In Indonesia and South Africa, where Sara Lee is present, the Indian arm gives its brand on a royalty basis.
Hit was available in the Middle East through Transelektra in 1990 but it exited the region after three years. Godrej Sara Lee later acquired Transelektra and thus brought into its Kitty Good Knight and Hit brands.
Godrej Sara Lee has a market share of about 45 per cent in the Rs 1,000 crore (Rs 10 billion) domestic market. Its manufacturing facilities are located at Pondicherry, Goa, Vasai, Megalaya, Guwahati and Sri Lanka.
With Good Knight and Hit being chosen as national brands, the company has decided to limit its other brand Jet and Banish to regional pockets.
© 2025