Mortein (brand of Reckitt)

What Mortein (brand of Reckitt) does

Mortein is a 150+ year old pest control brand owned and operated by Reckitt (formerly Reckitt & Colman), serving mass-market Indian households with a comprehensive range of mosquito repellent, insect killer, and rodent control products. The brand was founded in Australia in the 1870s by German immigrant J. Hagemann, who created an insecticidal powder from crushed chrysanthemum flowers (pyrethrum extract). Samuel Taylor Pty Ltd acquired Mortein in 1909 and pioneered the Australian aerosol industry in 1953 with the Pressure Pak; Reckitt & Colman acquired Samuel Taylor in 1969. Mortein entered the Indian market in 1993 with coils, mats, and aerosols, later expanding into electrical vaporizers, sprays, and rodent control products.

The product portfolio spans four main technology platforms: (1) electric vaporizer systems (Mortein Insta machine + SmartPlus liquid refills) that heat insecticide to release vapor and begin acting within 5 minutes; (2) mosquito coils with 8, 10, and 12-hour protection variants (Power Gard, Power Booster); (3) ready-to-use insect killer sprays covering flying insects, crawling insects/cockroaches, odourless formulations, and a 2-in-1 dual-pest product with triple-active formula; and (4) rodent control via PowerGard Rat Kill Cake. Proprietary technology claims center on the Smart+ Formula (claimed 2X more powerful than leading brands) and the Triple-Active Formula with 100% kill guarantee in the 2-in-1 line.

Mortein makes money primarily through consumer goods sales across India via own e-commerce (mortein.co.in), general and modern trade retail, and neighborhood stores, leveraging Reckitt's national distribution backbone. The business model combines one-time hardware sales (vaporizer machines) with recurring consumable purchases (liquid refills, spray cans, coils, rodent baits) — a razor-and-blade structure targeting individual Indian households and families with children and pets. Marketing is multi-channel, combining TV advertising, an active social media presence, an interactive pest control advisor tool on the website, and an extensive educational content ecosystem (Insectipedia, Disease Guide covering 8 mosquito-borne diseases, expert advice articles). All brand-level data sits within Reckitt, a publicly listed multinational on the London Stock Exchange, and no independent revenue, headcount, or funding figures are disclosed at the Mortein brand level.

Name

Mortein (brand of Reckitt)

Legal name

Mortein (brand of Reckitt)

Website

https://mortein.co.in

Company type

Private

Founded year

1870

Operating status

Operating

Short description

Mortein is a Reckitt-owned pest control brand offering mosquito repellents, insect killer sprays, and rodent control products for Indian households, built on 150+ years of brand heritage originating in 1870s Australia.

Ownership category

akta.pro rank

Product category

Household Pest Control

NAICS

Exterminating and Pest Control Services (561710)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Insect & Pest Control (Indoor/Outdoor Insecticides, Repellents, Traps) (CRADAKAJ)

Keywords

• Household pest control
• Insect repellent products
• Mosquito control devices
• Aerosol insecticide sprays
• Rodent control products

Headquarters

HQ city

India

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Hardware Sales (Vaporizer Machines): Sale of electric mosquito vaporizer machines and heating devices as one-time purchases. Machines are sold individually or as combo packs with refills.
2. Consumable Refill Sales: Recurring sales of liquid refill cartridges for vaporizers, spray cans, and coils. Products like Mortein Smart+ refills (45ml) fit all standard machines. Also includes mosquito coils in various durations (8hrs, 10hrs, 12hrs).
3. Insect Killer Sprays: Sale of ready-to-use insect killer sprays including Flying Insect Killer (250ml-625ml), Crawling Insect Killer/Cockroach Killer (425ml-625ml), Odourless Flying Insect Killer (600ml), and 2-in-1 Mosquito and Cockroach Killer (200ml-600ml).
4. Rodent Control Products: Sale of Mortein PowerGard Rat Kill Cake products (25g, 100g) for rat and mouse control in homes.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Mortein is identified as a brand of Reckitt operating in household pest control. Specific product portfolio details, product form factors, and target-use descriptions are not available in the provided source material.

Product overview

Mortein is a pest control brand of Reckitt offering a comprehensive range of insect and rodent control products for household use in India. The product portfolio consists of four main categories: (1) Electric vaporiser systems including the Mortein Insta Vaporiser machine with SmartPlus refill bottles that kill mosquitoes within 5 minutes; (2) Mosquito coils including Power Gard (8hrs, 10hrs) and Power Booster (12hrs) variants; (3) Spray insecticides including Flying Insect Killer for flies/mosquitoes, Crawling Insect Killer for cockroaches, and Odourless Flying Insect Killer; and (4) Rodent control products including PowerGard Rat Kill Cake. The 2-in-1 Mosquito and Cockroach Killer represents the flagship dual-action spray product. The brand traces its origins to 1870s Australia and entered the Indian market in 1993.

Differentiator

Problem solved

Functional benefit

Brands

• Mortein Smart+: India's fastest and most powerful mosquito repellent formula, 2X more powerful than leading brands
• Mortein Insta
• Mortein PowerGard
• Mortein Power Gard
• Mortein Power Booster
• Mortein 2-in-1

Quantifiable outcome

• 100% protection against dengue mosquitoes
• +3 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Broad incumbents

• Godrej Consumer Products: Godrej Consumer Products is the parent company of HIT and Maxo and a broader incumbent across Indian household insecticides, personal care, and home care. It is a strategic competitor to Reckitt's household portfolio in India, including Mortein.
• Dabur India: Dabur is the parent of Goodknight and Odomos and a broader FMCG incumbent with deep India distribution. It competes with Reckitt (and therefore Mortein) across multiple home and personal care categories using shared retail and modern trade channels.
• Raid (SC Johnson): Raid is SC Johnson's flagship insecticide spray brand globally and competes with Mortein's Flying Insect Killer and Crawling Insect Killer SKUs. It is a broader incumbent with significant brand recognition and adjacent category extensions.
• Johnson & Johnson (OFF! repellent): J&J's OFF! is a globally established personal and household insect repellent brand that overlaps with Mortein's category on personal and family protection use cases. As a broad incumbent, it competes at the brand-awareness tier that Mortein also targets in India.
• Baygon (SC Johnson): Baygon is a globally established household insecticide brand from SC Johnson with broad portfolio coverage (sprays, coils, vaporizers). In India, it overlaps with Mortein's spray and vaporizer offerings but is part of a much larger multinational portfolio.

Direct peers

• Godrej HIT: Godrej HIT is one of the most direct competitors to Mortein in India, offering a parallel portfolio of household insecticide sprays, vaporizers, and mosquito coils under the Godrej Consumer Products umbrella. It targets the same Indian household segment with overlapping SKUs across flying, crawling, and mosquito control.
• Maxo (Godrej): Maxo is Godrej's mosquito coil brand and one of the most recognized coil products in India. It directly competes with Mortein Power Gard and Power Booster coil SKUs across price points and duration variants (8/10/12 hours).
• All Out (SC Johnson): All Out is SC Johnson's household mosquito repellent brand in India, with liquid vaporizer refills and plug-in machines that directly compete with Mortein's Insta and Smart+ vaporizer systems. It targets identical use cases and channels.
• Odomos (Dabur): Odomos is Dabur's personal mosquito repellent brand (creams, gels, sprays) and competes with Mortein's disease-prevention positioning. It overlaps with Mortein on consumer-facing dengue/malaria protection messaging and is sold through the same retail channels.
• Goodknight (Dabur): Goodknight is Dabur's flagship household insecticide brand and a top competitor in Indian mosquito coils, vaporizers, and refills. It directly overlaps with Mortein's vaporizer + refill and coil product lines, and competes for the same shelf space in modern and general trade.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/login
• YouTubeyoutube.com/channel/UCHQ6sYiWn57sOdQz4BbXiFQ
• Facebookfacebook.com/MorteinInd
• Instagraminstagram.com/mortein.india

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Mortein (brand of Reckitt)