Goodknight

Consumer Insect Repellentsgoodknight.in

Goodknight is the flagship household mosquito repellent brand of Godrej Consumer Products Limited, offering electric vaporizers, coils, personal repellents, and natural neem-based products to Indian families across chemist, supermarket, and e-commerce channels.

Company typePrivate
Founded-
Headquarters—
Headcount1–10
GTM typeB2C
OfferingHardware or Manufacturing

What Goodknight does

Goodknight is a flagship Indian mosquito repellent brand owned by Godrej Consumer Products Limited, a publicly listed Indian conglomerate. The company manufactures and markets a broad portfolio of indoor and outdoor mosquito protection products, including electric liquid vaporizers (Gold Flash System, Flash Liquid Vapourizer, Mini/Chhotu, Xpress System, Activ+ System), mosquito coils (Active Coil, Green Shakti Coil, Jumbo Coil), non-electric repellents (Fast Card), personal repellents (Fabric Roll-On, Cool Gel, Patches, Power Shots), and a natural line built around neem (Naturals Neem Collection including agarbatti and sprays). Core technology centers on proprietary repellent formulations combined with an "intelligent heater" electric vaporizer platform offering dual-mode operation (Normal and Activ, the latter delivering 50% more power) and a flash mode that auto-switches for accelerated protection, marketed at up to 12 hours of indoor protection per refill.

The business operates a consumer packaged goods go-to-market model, selling through high-velocity retail channels across India — primarily chemists/pharmacies and supermarkets — supplemented by an own-storefront e-commerce presence on goodknight.in. Distribution is single-country (domestic India only), and the marketing strategy is content-led, leveraging a multi-language website (English, Hindi, Marathi, Telugu, Tamil, Bengali), educational blog content on mosquito-borne diseases, social media, and healthcare professional endorsements to position products as doctor-recommended and pediatrician-certified for baby-safe use. The recurring-refill economics of the electric vaporizer platform (device plus ongoing liquid cartridge purchases) constitute the principal revenue mechanic.

Customer segments are concentrated in Indian households in tropical climate regions, with primary personas being families with children (including infants), health-conscious parents seeking natural ingredient options, and general consumers managing monsoon and summer season mosquito-borne disease risk (dengue, malaria, chikungunya, Zika). Pricing is not publicly disclosed but products are positioned as accessible mass-market staples available through neighborhood chemist and supermarket outlets. The brand operates with a small dedicated marketing team (1–10 employees reported), with broader manufacturing, sales, and distribution executed through the parent group's infrastructure.

Goodknight firmographics

Firmographics

Name: Goodknight
Legal name: Goodknight
Website: https://goodknight.in
Company type: Private
Operating status: Operating
Headcount range: 1–10 employees
Short description: Goodknight is the flagship household mosquito repellent brand of Godrej Consumer Products Limited, offering electric vaporizers, coils, personal repellents, and natural neem-based products to Indian families across chemist, supermarket, and e-commerce channels.
Ownership category
akta.pro rank

Goodknight industry classification

Industry

Product category: Consumer Insect Repellents
NAICS: Pesticide and Other Agricultural Chemical Manufacturing (32532)
SIC: Miscellaneous Chemical Products (2890)
akta.pro primary industry: Insect Repellents (Topical & Spatial) (CRAJAHAD)
akta.pro secondary industry: Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ)

Keywords

Mosquito repellents
Electric vaporizers
Personal insect repellents
Mosquito coils
Household pest control

Goodknight business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Marketing or Sales, Operations, Personnel

Distribution channels3 records

Marketing channels4 records

Goodknight product offering

Product offering

Core offering

Goodknight manufactures and sells mosquito repellent products for Indian households and families, offering electric liquid vaporizers, mosquito coils, non-electric fast cards, and personal repellents (fabric roll-on, gel, patches, power shots). The portfolio includes natural neem-based variants and pediatrician-certified baby-safe options, addressing both indoor and outdoor mosquito protection needs.

Product overview

Goodknight is a comprehensive mosquito repellent brand from Godrej Consumer Products offering a diverse portfolio of products across multiple formats. The product line includes electric vaporizers (Good Knight Flash Liquid Vapourizer, Gold Flash System, Mini/Chhotu, Xpress System, Activ+ System), coils (Active Coil, Green Shakti Coil, Jumbo Coil), personal repellents (Fabric Roll-On, Cool Gel, Patches, Power Shots), non-electric options (Fast Card), and natural variants (Naturals Neem Collection with sprays, agarbatti, and liquid vaporizer). Products target both indoor and outdoor mosquito protection needs, with variants certified safe for babies and children.

Differentiator

Problem solved

Functional benefit

Brands

GoodKnight Liquid: Liquid vaporizer product line for indoor mosquito protection
GoodKnight Gold Flash System
GoodKnight Mini
GoodKnight Fabric Roll-On
GoodKnight Active Coil
GoodKnight Fast Card
GoodKnight Cool Gel
GoodKnight Patches
GoodKnight Lavender
GoodKnight Neem
GoodKnight Xpress System

Products and services

Goodknight Gold Flash System

Quantifiable outcome

12 hours of protection with Gold Flash System
+3 more outcomes

Companies that use Goodknight

Customer profile

Segments3 records

Ideal customer profiles3 records

Goodknight technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature6 records

Goodknight partnerships and signals

Strategic signal

Recent moves5 records

Expansion highlights5 records

Goodknight competitors and assessment

Company assessment

Direct peers

All Out: All Out is SC Johnson's flagship mosquito repellent brand in India, directly competing with Goodknight across electric vaporizers, refills, and personal repellents. Both brands target Indian households with comparable product formats and pricing, making it Goodknight's closest direct competitor.
Hit: Hit is a sibling brand of Goodknight under Godrej Consumer Products, focused on household insecticides. While differentiated (Hit emphasizes flying insect sprays), it shares the parent's distribution, R&D, and marketing infrastructure, making it directly comparable for parent-level brand performance.
Maxo: Maxo is the flagship mosquito repellent brand of Jyothy Labs, a major Indian FMCG company. It directly competes with Goodknight in electric vaporizers and coils in the Indian market, with comparable pricing and chemist/super-market distribution.
Odomos: Odomos is Dabur's mosquito repellent brand and a direct Indian market competitor to Goodknight, particularly in topical/personal repellents (creams, roll-ons) and vaporizers. Both brands emphasize safety for children and target similar health-conscious parent segments.
Mortein: Mortein is Reckitt Benckiser's leading global mosquito control brand with significant India presence. It competes with Goodknight in coils, vaporizers, and personal repellents, serving the same Indian household consumer base with similar go-to-market and distribution models.

Broad incumbents

OFF!: OFF! is SC Johnson's global topical mosquito repellent brand with strong international presence, particularly in the Americas and Europe. It shares the personal repellent category with Goodknight's Fabric Roll-On and Patches but has limited presence in India's indoor vaporizer market.
Raid: Raid is SC Johnson's global household insecticide brand, a broad incumbent in the pest control category. It overlaps with Goodknight in insecticides and repellents but is more focused on sprays and outdoor use across international markets rather than the Indian indoor vaporizer segment.
Baygon: Baygon is SC Johnson's global household insecticide and repellent brand with broader international presence. It overlaps with Goodknight's product categories (sprays, coils, vaporizers) but operates at a much larger global scale with a wider product portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Goodknight financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Goodknight leadership team

Management profile

Number of profiles

Goodknight funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Goodknight M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodknight

What does Goodknight do?

Is Goodknight a public or private company?

Goodknight is a private company. It is classified as corporate owned and is currently operating.

When was Goodknight founded?

Goodknight was founded in -1. It employs 1 to 10 people.

Who are Goodknight's main competitors?

Direct peers on record are All Out, Hit, Maxo, Odomos and Mortein. Broad incumbents are OFF!, Raid and Baygon.

Does Goodknight have an API?

No public API is recorded for Goodknight.

What industry is Goodknight in?

Goodknight's product category is Consumer Insect Repellents. Its primary akta.pro industry code is CRAJAHAD, Insect Repellents (Topical & Spatial), with a secondary code of CRADAKAJ, Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps). Its NAICS code is 32532 and its SIC code is 2890.