The ‘modern’ middleclass ideal of suburbia: reaping the fruits of industrialisation while insulating ourselves from its side-effects by staying enveloped in an apparently benign, familial, protective, pseudo-naturalness… as Thomas Crowley shows us through the prism of one familiar household product.
Summer has arrived in Delhi, and with it the season’s urban fauna: wasps, ants, honeybees, and, most abundantly, mosquitoes. Cases of dengue are already being reported in the city, and Delhi residents are employing the usual defenses against mosquitoes, from nets to coils to plug-in vaporisers, to various creams and gels. In other words, it’s a good time of year for brands like All Out, Good Knight, Mortein, and – above all – Odomos.
By far the best selling mosquito repellent in India, Odomos has carefully built up its brand image, stressing the product’s safety and efficacy. In their branding effort, though, Odomosmarketers go beyond simple claims of effectiveness, and create deeper emotional and cultural resonances. The main emphasis of Odomos ads is the role of the mother in protecting her children. Not just any mother, of course, but a fair-skinned, thin, young ‘Mom’ wearing suitably ‘modern’ clothes, often with her equally fair-skinned, corporate-looking husband hovering in the background.
The purpose of all this maternal imagery is not just to convince mothers to buy the product; it’s also to evoke a sense of benevolent protection and care. Just as the idealised mother cares for her children, so too will Odomos care for you, the conscientious buyer, in this dangerous world filled with malaria, dengue and chikungunya. The buyer is meant to relate to the mother, but also, more crucially, to the children. To use Odomos is to be wrapped in a protective bubble of maternal protection; it is to be a child again, away from the worries and the stresses of adult life in a fast-paced modern world. No wonder that the image printed on every Odomos tube is of a happy family enclosed in an Odomos-generated force field.
The pastoral setting of many Odomos ads only strengthens this bubble of carefree nostalgia. There are rolling hills and verdant trees galore. The setting, though, has been strangely domesticated and suburbanised, reflecting an American vision of middle-class order, with neatly trimmed, immaculately green lawns, tidy streets and houses, and precocious-looking kids playing soccer. The ads evoke, not just a nostalgia for a lost past, but aspirations for a sanitised family life, free from mosquito-borne diseases, but even more than that, free from the messiness of present-day urban Indian life.
Odomos is made by Dabur, and the company as a whole has branded itself very effectively, often using similar strategies of linking safety to maternal care to a fulfilling, middle-class family life. Dabur is generally associated with mild Ayurvedic cures, thought to be safe alternatives to harsher allopathic treatments. Odomos benefits from this association, despite the fact that the product is, at its core, a powerful chemical synthesized in laboratories.
The pastoral themes, the nostalgic simplicity – these serve as effective smokescreens hiding the true nature of Odomos. Yes, Odomos may provide safety from mosquito-borne diseases, but it is effective because it is a potent chemical that was developed to interfere with the olfactory systems of mosquitoes. Specifically, the active ingredient in Odomos is N,N-Diethylbenzamide (DEB), a close relative of N,N-Diethyl-3-methylbenzamide (DEET).
DEET is the chemical most widely used in insect repellents, but it can act as an irritant to the skin, and, in extremely rare cases, has been linked to seizures. It remains the gold standard of the industry, though, because it is so effective, offering protection for up to six hours. DEB is a less common variant, and independent studies have shown that, compared to DEET, it is more likely to irritate the skin, and lasts for a shorter amount of time. Another study concluded that, when inhaled in high volumes, DEB can cause “irreversible depression in respiratory frequency,” an effect not found with DEET. But DEET has its own problems; one study indicated that park rangers who were exposed to high levels of DEET were more likely to experience insomnia and mood swings. As various studies make clear, both DEET and DEB have their share of potential side effects.
Repellents made from DEET and DEB may still be worth using, since they really do ward off disease-carrying mosquitoes, with fewer side effects than mosquito coils and vaporisers. One could rationally argue that the benefits of Odomos, or of similar products, far outweigh the costs. But this, of course, is not the argument that Odomos, as a brand, is making. Like any effective brand, Odomos is targeting the buyers’ emotions, fears, and aspirations, not their capacity for cost-benefit analysis.
However, the makers of Odomos do put a patina of scientific justification on top of their emotional appeals. On the Odomos website, there is a reference to a study conducted at the National Institute of Malaria Research, which found that Odomos was as effective as DEET in keeping away mosquitoes. What they don’t mention on the website is the following information (readily available in the study itself): “The authors acknowledge M/s Balsara Home Products (now Dabur Research Foundation) for sponsoring the study as a contract research project and for gratis supply of Advanced Odomos and DEET samples.” A study paid for by Dabur finds that Odomos is effective. How surprising!
But this study ignores the real question: what are the risks of using Odomos? The invaluable website chemicalbook.com cites the following risks for DEB: irritating to the eyes; irritating to the respiratory system; irritating to the skin. Chemical Book also lists all the global manufacturers of DEB. The only one in India is Chemspure and its associate company Chemsworth, which is – according to the company website – “a Special Economic Zone (SEZ) Enterprise offering Import-Export Services in duty free area.”
Dabur may have started out as a tiny, quaint purveyor of Ayurvedic remedies, but the company is now firmly embedded in the global industrial supply chain. For instance, it recently announced its decision to invest 350 crore rupees in capacity expansion, building new factories in India and setting up plants in Tunisia, South Africa and Myanmar.
The suburban life, celebrated by Odomos ads, has no place for such realities. The whole point of suburbia is to insulate oneself from these truths, to enjoy the fruits of industrial production while ignoring the system that underlies this production. It is a glorious world where everything is green, mothers protect their children, and no one asks what, exactly, is in Odomos.
Andy Joseph
Excellent research and article.
Aditi
Sadly, mosquitoes have special affinity for me :( I have been using odomos for the past fifteen years and pretty much regularly. I haven’t had any skin problems , not even a rash . It’s not unsafe for sure but there can be some people who might be allergic to compounds that you have mentioned. However I do wish we had more alternatives !
Chandrashekhar
Thank you very much for your detailed article. I found some similiar information as well including your reference to the effect on Park Rangers were exposed to DEET based repellents. Its just the whole trickery around the packaging, the perception of safety etc. that convinces gullible people like me. Its only when you turn the package around to see 12% N, N-Diethyl Benzamide that you kinda get a knock on the head.
Thank you again.
Vijay Yadav
Hi,
I have a question
You say DEB is from the family of DEET,
Then you explain the major adverse effects of DEET..
Then you again jump to DEB with mild irritation effect.
So any chemical components will be causing irritation to eye or skin.
So I didn’t not find DEB as dangerous as you are putting it.
I have been using Odoms but didi not find any issue with it.
Thank you,
Vijay
Deep Lurker
Not Acceptable!
An appropriate representation of the requested resource could not be found on this server. This error was generated by Mod_Security.
Dear Vijay Yadav,
Writing this as an answer to your comment since this has not been replied to. You probably missed this from the article:
> … Another study concluded that, when inhaled in high volumes, DEB can cause “irreversible depression in respiratory frequency,” an effect not found with DEET. …
I found the research on DEB which has the exact quoted words above, so i assume this is the research:
> … Irreversible depression in respiratory frequency was observed after exposure to DEB aerosol at a concentration of 277 mg/m3 and above, which did not revert back to normal level even after aerosol exposure was stopped. At a concentration of 156 mg/m3 of DEB, no respiratory depression was observed. …
Source: https://www.semanticscholar.org/paper/Comparative-effects-of-insect-repellent-and-on-the-Deb-Ahmed/3191bbe637a6c051fec7f6d0de41250fd1b71e39
So DEB can be harmful too. Side effects like these are not to be ignored since people use it with their kids. Side effects may pose more serious risk to them than adults. The article is also right about:
> … Specifically, the active ingredient in Odomos is N,N-Diethylbenzamide (DEB), a close relative of N,N-Diethyl-3-methylbenzamide (DEET). …
Businesses are very keen on hiding side effects by slightly modifying compounds and betting that people will not find research on that new one and think it is safe. An example is BPA. When people found that BPA is dangerous, they prepared hundreds (yes hundreds, some sources even say that could be thousands) of variations of BPA which is similar, included that in products and started advertising “BPA free”, even though it has some other similar compound which is basically the same thing. It is a loophole which they are utilizing and consumers are falling for it.
You may like to support these companies today, but at the end of the day if they are given a choice between people’s health and money – they would almost always choose money. They would also go as far as to suppress research/reviews against it. Health of your kids won’t matter to them.
n1 casino aktionscode freispiele
Bei Zet Casino können Sie mit Freispielen echtes Geld verdienen,
das Sie sich später auf eine Bankkarte oder ein E-Wallet auszahlen lassen können. Ein Freespin ist eine bestimmte Anzahl von Freispielen auf einem bestimmten Slot.
Bitte spielen Sie verantwortungsbewusst. Dies ermöglicht es Spielern, in ihrer bevorzugten Währung zu
spielen. Das Bonusguthaben muss dann 35-fach und die Gewinne aus den Freispielen 40-fach umgesetzt werden.
Alle deine Lieblingsspiele stehen dir bereits zur Verfügung.
Die offizielle Website von ZetCasino bietet hilfreiche Ressourcen zum Verhalten, wenn Sie voller Vorfreude und Tapferkeit unterwegs
sind. Von verborgenen Schätzen, Juwelen für Liebhaber bis hin zu
großen Franchises bietet das ZetCasino World Casino etwas Neues, das Sie entdecken können. Genießen Sie 350 Freispiele ohne Wetteinsatz bei Spielen wie Eye of Horus, Fishin’ Frenzy und mehr.
References:
https://online-spielhallen.de/frumzi-casino-auszahlung-ein-umfassender-leitfaden-fur-reibungslose-gewinnauszahlungen/
f1 casino auszahlung
Durchsuchen Sie alle von Rolletto Casino angebotenen Boni, einschließlich
jener Bonusangebote, bei denen Sie keine Einzahlung vornehmen müssen, und durchstöbern Sie auch alle Willkommensboni, die Sie
bei Ihrer ersten Einzahlung erhalten werden. Sie können davon ausgehen,
dass Sie in diesem Casino gut und anständig behandelt und insgesamt eine
angenehme Spielerfahrung erleben werden, aber nur dann, wenn Sie sich dafür entscheiden dort auch wirklich zu spielen. Sie
können Spielautomaten, Tischspiele, Live-Dealer-Spiele, Live-Game-Shows und Mini-Games
spielen und erhalten Zugang zu Sportsobbok mit einer großen Auswahl an realen, virtuellen und
elektronischen Sportereignissen. Rolletto Casino hat ein zurückgezogenes VIP-Programm für die treuesten und aktivsten Casinospieler.
Das Casino unterstützt die deutsche Sprache und nationale Sportwettbewerbe; Deutsche Spieler können auch mehrere Live-Spiele in ihrer Muttersprache spielen.
Sobald Sie nämlich den Willkommensbonus gespielt haben und dann entscheiden weiterzuspielen, wechseln Sie vom neuen Spieler
zu einem Bestandskunden über. Neben den traditionellen Casinospielen zeichnet sich Rolletto auch durch sein umfassendes Sportwettenangebot aus, das eine Vielzahl von Sportarten und Ereignissen aus der ganzen Welt umfasst.
Für Fans traditioneller Casinospiele bietet Rolletto eine reiche Auswahl an klassischen Tisch- und Kartenspielen.
References:
https://online-spielhallen.de/admiral-casino-auszahlung-ihr-weg-zum-gewinn/
Wolf Winner login
Dear Mathias,Thank you for sharing your experience with us.
So find a better casino this one is only out for your money.
I can message them 3 times a day and they still give u the samme message.
Average 10 min …But 4 days it was still pending..And that is every time..
The first three deposits at SkyCrown casino Australia receive multiplication and free spins.
Bonuses are created to reward seasoned and new players.
Among providers of instant wins, pay attention to Spribe,
BGaming, and Turbogames. Here, you will find the most popular titles among players in recent periods.
Join us at SkyCrown Casino for an adventure filled with thrilling games, fantastic prizes, and memories that will last
a lifetime! Located in the midst of Australia’s bustling gaming landscape, SkyCrown Casino combines an expansive choice of games with unparalleled service and luxurious surroundings.
Following many weeks of testing, I have come to the conclusion that SkyCrown is among the most promising new casinos for players
from Australia.
References:
https://blackcoin.co/casino-payments/
PlayAmo Casino Australia legit
The site’s backend looks tight — no laggy pages, no shady popups — which usually says a lot about how a platform’s built and maintained.
So unless you’re trying to run your own casino from Sydney,
you’re in the clear. Once you’re in, the games load fast, the site runs smoothly, and everything just works.
It’s straightforward and rewards loyal play, which is rare.
The whole setup feels like it was made by someone who actually plays.
Support agents are available through live chat, so no need to guess your way
through a problem. From menus to game categories and
bonus terms, everything switches over with a single click.
The entire platform is available in English. Every balance, bonus, and
bet stays in Aussie dollars.
The platform offers features such as deposit limits, session reminders, and self-exclusion options, which can be easily accessed
through the player’s account settings. For players
who prefer instant transactions, the platform offers
instant withdrawal options, enabling you to access your funds in a
matter of minutes. These methods provide players
with fast and secure deposit and withdrawal options, with reliable customer support available in case of any issues.
Features such as deposit limits, time-out periods, and
self-exclusion options are available to ensure that players can enjoy their experience responsibly.
The SkyCrown Casino online pokies collection includes games with high RTP,
giving players a greater chance to win over time. For players who enjoy personalized experiences,
SkyCrown Casino’s VIP rewards program is a great way to earn exclusive bonuses and rewards.
References:
https://blackcoin.co/where-luxury-meets-excitement-pullman-reef-hotel-casino/
new no deposit bonuses Australia 2026
Our casino RocketPlay offers an exceptional gambling
experience with premium casino games, generous welcome bonuses, and secure gameplay designed specifically for players from Canada.
RocketPlay Casino offers two incredible cashback bonuses – one for slots and one for live casino
games. From generous deposit bonuses to lucrative
cashback offers and an exclusive VIP rewards program, there’s something
for everyone at this exciting online casino. In addition to their
fantastic no deposit bonus codes, RocketPlay Casino offers their players a range of other promotions and rewards.
These bonuses allow players to explore various casino games without depositing their own money.
Free spins no deposit bonuses allow you to spin the reels
of specific slot games for free, while free cash no
deposit bonuses allow you to play various casino games
with free cash.
Vega.Bet supports responsible gambling with tools like deposit limits, time-outs, and self-exclusion, which can be set in your
account. After careful review, I deemed that the 2023-launched Ybets Casino provides a secure gambling site aimed at both casino gaming and
sports betting with cryptocurrency. No, typically, you must meet the wagering requirements attached to the bonus before you can withdraw any
winnings or bonus funds.
References:
https://blackcoin.co/three-card-poker-3-or-6-card-bonus-strategy-and-rules/
Casino Mate review
These online casino table games suit players who prefer strategy over chance, with blackjack and baccarat offering some of the highest payout
rates. I came across a few AU casino with high rollers offers
tailored bonuses for players depositing $1,000 or more, often with lower wagering requirements.
Any of the real money online casino sites on our list are worth checking out, so dig in and find the one that best fits your style.
Real money online casinos in Australia aren’t just places to
play. Even with the restrictions of the Interactive Gambling Act, Aussie players
can still join and play at offshore licensed online casinos.
Trusted Australian online casinos are safe, provided you
play at licensed and regulated sites.
Here are my top tips for playing at the best online casinos, you can take them as an expert’s opinion from me to
you. The top online casinos offer a range of payment methods tailored for Australians.
Some online casinos offer free spins for app downloads, while
other internet casinos run mobile-only tournaments.
I tested these on my iPhone 13 and found no lag, even on live dealer games.Some casinos reward mobile players.
Here are my top tips for playing at the best online
casinos, you can take them as an expert’s opinion from me to you.RTP matters.
The best online casinos prioritise security and comply with Australia’s gambling laws.
It really does (almost) everything right, and is genuinely easy to recommend to anyone,
regardless of whether they like pokies or table games, fiat or crypto, or prefer low or
high stakes. Since the minimum withdrawal for cryptocurrency methods like Bitcoin and Ethereum is A$60, and they’re faster,
I feel like the casino is discreetly pushing players toward using crypto instead.
Now, if you don’t care much about themes and just want a solid casino that delivers good and fair gameplay, King
Billy checks all the boxes. Similar to another online casino site from our list (hey there Neospin),
Stay Casino is also gravitating a bit toward high rollers.
This Australian casino online does have table games, but I had to use
the search bar to find them. This is amazing as it lets
you see which games you are eligible to play with your bonus
funds instead of reading the T&Cs, trying to find out.
References:
https://blackcoin.co/video-poker-rules-progressive-jackpot/
fmagency.co.uk
online casino australia paypal
References:
fmagency.co.uk
main.shuwb.com
paypal casino usa
References:
main.shuwb.com