New Serrico Trap Logo
For decades, in the hushed corners of warehouses and the bustling chambers of food processing plants across India, a silent threat lurked.
The cigarette beetle, a tiny yet formidable pest, had a penchant for wreaking havoc on stored products—from spices and grains to, as its name suggests, tobacco.
Industry professionals were aware of the potential damage it could inflict on quality and reputation.
They also knew of a legendary solution from Japan, a tool of unparalleled precision and effectiveness: the New Serrico Trap from Fuji Flavors Co. Ltd.
Front of the New Serrico Trap Box
But there was a problem.
For too long, this gold standard of pest monitoring existed in a curious state—it was known, but it was virtually unavailable in India.
Its reputation spread by word of mouth, passed down from one generation of pest control operators (PCOs) to the next.
The Serrico Trap was a name whispered with a mix of respect and frustration.
The few Indian users who managed to obtain it had to navigate a logistical gauntlet, arranging direct imports from Japan and handling the complex customs and shipping process on their own.
It was a testament to the trap’s efficacy that anyone bothered at all, but for many, it was simply an out-of-reach solution, an elusive legend in the fight against a persistent foe.
This status quo about the Serrico Trap had become the norm.
The industry in India had resigned itself to a state where the best tool for the job was a rare and difficult commodity.
The stage was set for a change, a new chapter in a story that had been paused for far too long.
Box of 200 New Serrico Traps in individual packs of 10 traps
The Beginning of a New Era
In early 2024, the small team at Giridhar Pai Associates LLP (GPA) embarked on a mission.
Having expanded their product range to include a series of stored product insect (SPI) pheromone traps, they saw a glaring void in the Indian market.
They recognised the need for a reliable, in-country supply of a product that could make a genuine difference.
Their search led them directly to the source of the legend: Fuji Flavors Co. Ltd.
The partnership that followed was more than just a business deal; it was the creation of history.
In July 2024, the first-ever official consignment of New Serrico Traps arrived on Indian soil, marking GPA as the inaugural distributor in India for this esteemed Japanese company.
The moment was symbolic, marking the end of years of scarcity and the beginning of a new era of abundance. Serrico traps (now renamed New Serrico Traps) were no longer just a rumour; they were finally available in India to users.
The arrival of New Serrico traps was met with eager anticipation from the user and pest control industries.
Word spread quickly that the elusive tool was now within easy reach, and it didn’t take long for the first sales to happen.
Front view of a New Serrico Trap
The First Victories and A Spreading Solution
The very first sale of the New Serrico Traps was not to a large, multinational corporation with a long history of using the product.
Instead, it was to a key player in India’s vibrant spice industry.
This spice exporter had a critical need: one of their overseas customers mandated rigorous monitoring for cigarette beetles within shipments, even during their long voyages across the seas.
The New Serrico Trap, with its proven design for accurate monitoring, was the perfect fit.
It was a simple solution to a complex problem, and its success in this initial application proved its worth.
This first customer’s trust in the New Serrico Trap became a powerful example.
Soon, another spice exporter, seeing the value and the positive impact on their own supply chain, followed suit.
They began to use the traps as an essential device for in-transit monitoring of cigarette beetles, thereby securing the quality of their chilli shipments during their journey to customers. These early adoptions were not just sales; they were validations of the trap’s capabilities and GPA’s mission.
The story continued to unfold with a diverse cast of early adopters.
A prominent Japanese food company, already familiar with the high standards of its home country, quickly placed an order.
A dehydrated onion exporter from western India also became one of the first to embrace the New Serrico trap in 2024.
These companies, each with its unique needs and challenges, found a common solution in the new Serrico Trap for safeguarding their products and reputations.
The momentum continued to build, as a food processing company in South India and a large-scale spice processor also integrated the traps into their regular monitoring protocols.
It was a domino effect of trust and results.
What started as the import of a single New Serrico Trap consignment quickly turned into a widespread adoption across critical industries.
The New Serrico traps were being deployed everywhere—in processing units, warehouses, and within the very trucks that carried precious food products, such as spices, to their destinations.
Pack of ten New Serrico Traps and ten cigarette beetle lures
Beyond the Sale: Building a Foundation of Knowledge
GPA knew that simply making the product available was not enough.
To truly make a difference, they had to empower the industry with knowledge and expertise.
They took on the responsibility of not just distributing a product, but also disseminating information and best practices about the New Serrico Trap.
In a pioneering move, GPA embarked on a project to create the world’s first-ever New Serrico Trap video.
The video, released in February 2025, was a clear and concise guide to the trap’s use, demonstrating its simple yet effective design.
It was a vital tool for both seasoned professionals and newcomers to the industry, solidifying GPA’s role as a trusted partner and an authority in stored product insect monitoring.
Our proactive approach underscored a fundamental belief: that true leadership in an industry comes from providing education and support, not just products.
The story of the Serrico Trap’s resurgence in India is a testament to the power of a single idea. It’s the story of a legendary product finally meeting its audience. In just over a year, the narrative has undergone a complete shift. What was once known but impossible to find has become a staple in the arsenals of leading food, spice, and tobacco companies.
And the story continues to grow.
A major tobacco company in western India, recognising the trap’s value, has now started placing regular orders, bringing the journey full circle to the very industry the trap was first designed for.
Moreover, the success in India has paved the way for a new collaboration with a partner in Sri Lanka, bringing the Serrico Trap to a new market and new industries across the Palk Strait.
From an elusive myth to an accessible reality, the New Serrico Trap has found its home in India, and the partnership between GPA and Fuji Flavors has laid the groundwork for a future of enhanced food safety, secure supply chains, and cigarette beetle-free products.
Our making available the New Serrico Trap in India and expanding its use is not just a business milestone; it is a story of solving a long-standing challenge and building a foundation of trust.
And the next chapter is just beginning.