NEW DELHI, March 2, 2026 — India’s $5-billion household mosquito repellent market is undergoing rapid shifts amid surging dengue and malaria cases, with repellent incense sticks (agarbattis) emerging as a disruptive rural favorite, while unregulated “herbal” products fuel a public health emergency.
Market & Usage Trends
- Liquid vaporizers dominate urban India (60–75% share), favored by higher-income households for convenience and safety.
- Mosquito coils remain popular in low-income and rural areas (35–50% usage), but are declining as agarbattis gain traction.
- Repellent agarbattis now hold 22% national market share, priced at ₹10–15 (half the cost of coils) and leveraging existing incense distribution networks. Rural India has adopted them as a default solution, forcing brands like Goodknight to launch their own lines.
- Topical creams/lotions see 15–20% usage, while electric mats and sprays make up the remainder.
Illegal Products: A ₹1,800 Crore Crisis
- The unregulated agarbatti market exceeds ₹1,800 crore ($215 million), with Gujarat as the top manufacturing hub.
- Sold as “herbal” or “natural,” these products lack CIBRC/CIR registration (mandatory safety approval) and contain banned chemicals like dimefluthrin and meperfluthrin.
- A Goodknight survey found 69% of Indians feel uneasy using illegal agarbattis; East India leads concern at 73%.
- Health risks include respiratory issues, eye irritation, and long-term toxicity, especially for children and the elderly.
Regulation & Innovation
- States like Maharashtra, Andhra Pradesh, and Telangana have banned brands like “Comfort” and “Sleepwell” and conducted large-scale raids.
- Godrej launched Renofluthrin, India’s first patented repellent molecule, making vaporizers 2X more effective.
- IIT Delhi developed mosquito-repellent detergents that bond with fabric fibers, offering long-lasting protection.
With mosquito-borne diseases rising 30% year-on-year, demand for safe, affordable repellents is at an all-time high—pitting consumer safety against the growth of an unregulated, low-cost market.