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The document discusses the story of S.K. Matlani, an Indian entrepreneur who developed a successful mosquito repellent business. After discovering mosquito mats during a business trip to Malaysia, Matlani developed his own repellent formula. He launched production under the brand name "JET Mosquito" in 1986. Matlani chose to build his brand through trademarks rather than patent his formula. This strategic use of trademarks led to tremendous business success, including the company being acquired for over $6 million in 1995. The story demonstrates how intelligent management of intellectual property, such as trademarks, can create significant value for a business.
The document discusses the story of S.K. Matlani, an Indian entrepreneur who developed a successful mosquito repellent business. After discovering mosquito mats during a business trip to Malaysia, Matlani developed his own repellent formula. He launched production under the brand name "JET Mosquito" in 1986. Matlani chose to build his brand through trademarks rather than patent his formula. This strategic use of trademarks led to tremendous business success, including the company being acquired for over $6 million in 1995. The story demonstrates how intelligent management of intellectual property, such as trademarks, can create significant value for a business.
The document discusses the story of S.K. Matlani, an Indian entrepreneur who developed a successful mosquito repellent business. After discovering mosquito mats during a business trip to Malaysia, Matlani developed his own repellent formula. He launched production under the brand name "JET Mosquito" in 1986. Matlani chose to build his brand through trademarks rather than patent his formula. This strategic use of trademarks led to tremendous business success, including the company being acquired for over $6 million in 1995. The story demonstrates how intelligent management of intellectual property, such as trademarks, can create significant value for a business.
publishing By Siva Karthika p MBA(IT) INTELLECTUAL PROPERTY RIGHTS Name: S.K. Matlani
Country / Territory: India
IP right(s): Trademarks
Date of publication: January 21, 2011
Last update: July 11, 2012
• Background • On a trip to look for new business opportunities in Malaysia in 1985, Indian bank clerk and fledgling entrepreneur Mr. S.K. Matlani came across mosquito repellent mats. • Research and Development • With a company name and manufacturing facilities in hand, Mr. Matlani was nearly ready to launch his business. There was only one thing missing: the actual mosquito repellent formula. • Commercialization • Mr. Matlani’s formula proved to be a perfect combination with the matt manufacturing and know-how he learned in Malaysia, and in 1986 he started small-scale production of his new repellent. Early commercialization efforts were small, but business grew at a quick pace and Mr. Matlani was able to expand his infrastructure with more employees and moved production from his home to a new factory. • IP Management • Shortly after launching production, Mr. Matlani knew that no matter how good the technology and formula was, a well known brand name and image was essential for his venture to succeed. Although he could have patented his unique repellent formula, he decided that the quickest way to establish a strong market presence was to build an enviable image linking the customers and company with a trademarked brand name. • Trademarks • When thinking of a name for his new product, Mr. Matlani did not have to go far. Knowing that a trademark had to be easy for his customers to say and remember, he realized that the “JET” in his company name already met all of these qualifications. • IP Valuation • In 1995, one of India’s largest industrial conglomerates, M/s Godrej Sara Lee Limited (GSLL), was looking to enter the domestic mosquito repellent market. After evaluating its options, GSLL saw the quick pace of JET Mosquito’s growth and the incredible value that the trademark held. Instead of • Business Results • With an initial investment of only US $65,000, Mr. Matlani’s successful use of trademarks led to a windfall of over US $6 million, which was a massive boost for an SME. Using this sudden influx of income, in 1997 Mr. Matlani opened the Matlani Group of Industries (MGI) and that same year started Sonic Biochem Extractions Ltd. (SBE), an SME that manufactures and sells non-GMO (genetically modified) soya value added products. • The Power of Intangibility • Mr. Matlani’s successful story of creating a powerful brand name is an important example of the vast potential held by intelligent management of a sound IP strategy. The JET Mosquito trademark ended up delivering JET more value than the actual product itself had up until the trademark sale, and this shows that IP rights such as trademarks can be far more important to a company than many other traditional tangible assets.