Figure 1 Flat box which contains an 11 m RodeXit roll
Starting in 2020, Giridhar Pai Associates LLP (GPA) has been an Indian pest control industry pioneer in marketing non-pesticidal pest management products.
GPA’s global tie-ups with leading international pest management brands have enabled Indian customers to access the world’s best pest monitoring and pest prevention products.
Recently, GPA achieved a major milestone when it dispatched the one-thousandth meter of RodeXit All-In-One rodent seal to a customer. By doing so, GPA succeeded in selling its first 1000 metres of RodeXit in just 970 days or less than three years from the product launch in April 2022.
We share the fascinating story of GPA’s RodeXit sales in this blog post commemorating the sale of one thousdand metres of RodeXit to Indian customers in less than three years.
Introduction and signing of the agreement: An international pest management business consultant based in Australia, Dr Raja Mahendran, introduced GPA to Bjorn von Ryberg of RodeXit in September 2021. Bjorn von Ryberg is the inventor of the RodeXit rodent-proofing strip and the RodeXit company’s general manager.
After an online meeting in October 2021 among Dr Raja Mahendran, Bjorn von Ryberg, and Giridhar Pai of GPA, GPA and RodeXit signed an agreement that granted exclusive distribution rights of RodeXit to GPA in India in December 2021.
Bjorn von Ryberg agreed to a product pricing by which GPA could initially market RodeXit at an affordable INR 500 (excluding GST) per linear foot.
Figure 2 Two boxes of RodeXit 11 m rolls.
Import and launch of RodeXit in India: In March 2022, GPA imported its first RodeXit consignment of 200 metres and launched the product online to its distributors in April 2022 in the presence of Dr Raja Mahendra and Bjorn von Ryberg. As the COVID-19 pandemic was still raging worldwide during the launch, an online launch was the best option to introduce a pest-proofing product in India.
Distribution of free RodeXit samples: The RodeXit rodent seal is a 62 mm wide Santoprene strip with ten stainless steel wires embedded.
Though viewers can visualise the product by looking at its pictures and videos, GPA had decided that customers needed to ‘touch and feel’ RodeXit to understand its “flexible-rigid” nature.
Furthermore, customers would appreciate the product better and understand its strength by seeing the ten stainless steel wires on the two cut ends of a RodeXit piece.
Thus, with help from RodeXit, GPA widely distributed free one-foot length RodeXit samples to customers through its pan-India distributor network. Bjorn von Ryberg supported the RodeXit sample distribution by allocating part of the exported RodeXit stock to that marketing program.
First RodeXit order: GPA had to wait several months after launching RodeXit and marketing it to get the first order for the product. GPA distributor Pecopp Pest Control Services Pvt. Ltd. sold the first RodeXit roll to an Indian customer, a brewery, in July 2022.
The first RodeXit customer had used rubber strips to prevent pest entry below their warehouse shutters and safety doors at their production areas. However, due to the perishable nature of rubber, the customer was searching for an effective pest-proofing product and chose RodeXit.
The first Indian RodeXit customer experience shows how the product helps prevent even snake entry into premises having a RodeXit barrier.
Figure 3 The first RodeXit installation on India on a fire safety door.
First 100 m RodeXit order: Early on during the RodeXit sale in India, the product was available as a 25-metre roll in a flat box. GPA got the first order for 100 m RodeXit or four 25 m rolls from one customer when it sold the product to a leading FMCG company for their new food factory in January 2023.
The customer was commissioning a new factory and was impressed by RodeXit’s excellent pest prevention properties of, so they chose it to pest-proof all their factory shutters and doors.
Indian RodeXit Videos: Before GPA imported RodeXit in India, RodeXit was available only in the USA. The RodeXit manufacturer created installation videos in Denmark, where the manufacturer is located and in the USA, where distributors sell RodeXit.
Due to the differences in terminology and the types of doors and shutters in Europe and the USA in RodeXit videos, GPA decided to create local videos of RodeXit installation to benefit Indian customers.
With its distributor, Seva Facility Services Private Limited (Seva Facility), GPA created four videos of RodeXit features and installation in March 2023. These videos, which a viewer can watch in under ten minutes, depict the features of RodeXit and how to install it on a door using adhesive and on shutters using self-drilling screws.
GPA’s RodeXit videos are the most watched ones on its YouTube channel. Seva Facility is the only Indian pest control operator offering RodeXit installation services. They have standardised the locally available equipment and tools for RodeXit installation in India.
Sale of the first 500 m of RodeXit in India: GPA’s distributors helped it sell RodeXit among customers across India. GPA also sold RodeXit to a Nigerian Food Company in July 2023.
Through an order from an FMCG company, GPA distributor Terramica Pest Control Pvt. Ltd. (Terramica) sold the 500th metre of RodeXit in India in December 2023.
Terramica is one of the leading RodeXit sellers in India by supplying it to multiple factories of a leading Indian FMCG company.
That customer found that RodeXit is a highly effective and long-lasting rodent-proofing product for their emergency doors. The success of RodeXit at one factory of the customer has resulted in multiple factory locations where the customer purchased their RodeXit requirement from Terramica during 2022 and 2023 and continued into 2024.
“GPA took 645 days
from the first RodeXit import into India
to reach the milestone of selling 500 metres of
RodeXit in India.”
Sale of the first 1000th m of RodeXit in India: After the first two years of RodeXit in India, the product is now known among the food and pest control industries as India’s only rodent-proofing option. Though other generic products close gaps below doors and shutters to prevent rodent entry, only RodeXit is exclusively ‘made-for-rodent-prevention’ effectively and sustainably.
In response to an order from a multinational food company, GPA recently shipped the 1000th m of RodeXit in India in November 2024, capping a 970-day journey from the first product consignment in India.
Figure 4 RodeXit installed on a shutter at an Indian Food Factory.
GPA’s RodeXit sale achievements during 2022-24: In less than a thousand days, GPA has thus sold more than a thousand metres of RodeXit in India with help from its pan-India distributor network.
Apart from an export to Nigeria, GPA has also exported RodeXit to Sri Lanka for sale to customers through DTW International Pvt. Ltd.
Recognising GPA’s contact network across Asia, Bjorn von Ryberg has granted RodeXit sales rights to GPA in Malaysia, Singapore, Thailand, Philippines, Indonesia, Vietnam, Lebanon, Jordan, Yemen, and Egypt.
GPA made India only the second country in the world to have RodeXit available. Even now, the Rodexit Rodent Seal is India’s only custom-made rodent-proofing product.
GPA is confident that in the coming years, Indian customers will order thousands of metres of RodeXit each month, making India a leading RodeXit market worldwide.
With increasing restrictions and concerns on rodent trapping and baiting, RodeXit provides a simple measure to manage rodents by preventing their entries into buildings.
Please write to us about your interest in the RodeXit All-In-One rodent seal, and we will help you prevent rodent entry at your business using RodeXit.
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