Origins (1870s)

Mortein was invented in the 1870s by German immigrant J. Hagemann, who had become frustrated by Australia’s insect problem. He developed an insecticidal powder made from crushed chrysanthemum flowers, which naturally contain pyrethrum, an effective insecticide [1].

The brand name “Mortein” combines “Mort” (French for “dead”) and “Ein” (German for “one”). This multilingual name reflected Hagemann’s German heritage and his French wife’s influence, creating a memorable name associated with eliminating pests [3].

Growth and Innovation

Hagemann partnered with businessman Samuel Taylor to commercialize the product. After several ownership changes, the business became Samuel Taylor Pty Ltd in 1937. Over the decades, Mortein introduced several innovations [1]:

• Original insecticidal powder

• Squeeze puffer (1920s)

• Liquid insecticide with flit gun (1928)

• Pressure-pack aerosol spray (1953), one of Australia’s first commercially produced aerosol insecticides [1]

Acquisition by Reckitt

In 1969, Samuel Taylor Pty Ltd was acquired by Reckitt & Colman, bringing Mortein into one of the world’s largest consumer goods companies. After the merger of Reckitt & Colman with Benckiser in 1999, the brand became part of Reckitt Benckiser, now known simply as Reckitt [1].

Although originally developed for Australia, Mortein gradually expanded into international markets.

India

Mortein entered the Indian market in 1993, initially offering mosquito coils, mosquito mats, and aerosol sprays. The portfolio later expanded to include electric liquid vaporizers (1999), rat kill products (2000), the Insta range, liquid repellents, PowerGard technology, and fast-action mosquito solutions. Today, India is one of Mortein’s largest markets, where the brand focuses heavily on mosquito-borne disease prevention and awareness campaigns [3].

Mortein offers products for both insect control and rodent control [1].

Mosquito Control

• Liquid vaporizer refills

• Electric mosquito machines

• Mosquito coils

• Mosquito mats

• Aerosol mosquito sprays

• Personal mosquito repellents (market-dependent)

Flying Insect Control

• Fly spray

• Flying insect aerosol

• Outdoor insect spray

Crawling Insect Control

• Cockroach spray

• Ant killer

• Crawling insect aerosol

• Surface insecticide

Rodent Control

• Rat kill bait

• Rat traps

• Rodent poison

Specialty Products

• Multi-insect sprays

• Fast knockdown aerosols

• Long-lasting barrier sprays

• Indoor and outdoor pest control products [1]

Mortein positions itself as a brand dedicated to creating safe, pest-free homes. Its marketing emphasizes family protection, disease prevention, fast-acting performance, long-lasting pest control, and scientific innovation. In countries with high mosquito populations, the brand also promotes awareness about diseases such as dengue, malaria, chikungunya, and Zika virus [1].

Mortein has a long history of memorable advertising. One of its most iconic mascots is Louie the Fly, introduced in Australia in 1957. The animated character became one of Australia’s best-known advertising icons and later inspired similar mosquito-themed characters in some international markets [1]. The company was also among the pioneers of Australian television advertising, with one of the country’s earliest TV commercials airing shortly after television was introduced in the 1950s [1].

Over its history, Mortein has evolved from natural pyrethrum-based powders to modern insecticides that typically use synthetic pyrethroids and other active ingredients designed to provide rapid knockdown and residual protection. Exact formulations vary by product and country to comply with local regulations [1].

Mortein products are sold in numerous countries, including Australia, New Zealand, India, Pakistan, Bangladesh, Sri Lanka, Philippines, South Africa, Kenya, Fiji, Papua New Guinea, Morocco, Algeria, Tunisia, Egypt, Libya, and Mauritania [2].

With a history spanning more than 150 years, Mortein has become one of the world’s longest-established household insecticide brands. Its combination of product innovation, recognizable advertising, and expansion into emerging markets has made it a leading name in home pest control, particularly in regions where mosquito-borne diseases remain a significant public health concern [1].

1. About Mortein & Our Pest Control History | Mortein AU

2. Mortein

3. RB’s Untold Stories | Reckitt.com