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How It Started: Mortein

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Mortein will provide consumers in India approximately 850 million man nights of protection from disease causing pests, making it the second largest brand of insecticides in the country, in a relatively short period of 4 years since national launch! .

Mortein was first manufactured in powder form between 1870-1880 by J Hagemann, a German settler. Hagemann, whose wife was a french woman, derived the name from the french word "mort" meaning dead and the German word "ein" meaning one. Hence Mortein meant literally "dead one"

The product which Hagemann developed was a powdered Pyrethrum extract made from

crushed chrysanthemum flowers.Mortein in this form was sprinkled onto window ledges and doorways where flies would gather. In 1920 the Mortein dust was introduced in a squeeze puff to enable the dust to be sprayed indoors.

On launching Mortein, Hageman appointed a brush manufacturer and inlporter by the name of Samuel taylor as wholesale distributor for Mortein.

In 1909, Samuel's children sold the business to a J H Hindle, who subsequently sold and interest in it to FS Steer and Thomas Jackson. On Hindle's death, Steer and Jackson between them purchased his shares. In 1937, the partnership company was changed to a proprietership firm with the name Samuel Taylor Pty Ltd.

In 1928, Hagemann had introduced Mortein as a liquid insecticide. He became one of the first buyers of PyTethrum form Kenya, which he used together with kerosene to formulate the liquid Mortein. A pump pack or flit gun enabled it to be sprayed directly onto flies as well as in the air. The Samuel taylor company quickly added liquid Mortein to its range of products for distribution.

In 1998, Mortein will provide consumers in India approximately 850 million man nights of protection from disease causing pests, making it the second largest brand of insecticides in the country, in a relatively short period of 4 years since national launch! .

This has been made possible by Mortein's smarter and safer solutions. Mortein mats are proven effective against dengue causing mosquitoes.

In keeping with its vision of protecting consumers from disease threatening pests by its smarter solutions, Mortein has tied up with the Indian Medical Association to sponsor public service infomercials on educating consumers on how to protect themselves from dreaded diseases like dengue and malaria. Around the world, Mortein has worked closely with the WHO and other bodies in controlling the spread of these deadly diseases.

3 comments

Amruth Kiran Prasad
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Posted on Mar 25, 2012
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Posted on Mar 23, 2012
Amruth Kiran Prasad
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Posted on Jul 29, 2011

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Amruth Kiran Prasad

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