Client profile: Incognito

Howard Carter, developer of Incognito remembers: “On my first trip to India back in 1997 I was recommended to take a Malaria prescription and I also bought some over the counter repellent from Boots.

“I went to Cochin, Kerela, over New Year – a low risk area at a low risk time of year. The repellent from Boots seemed to attract mosquitoes! I was badly bitten, mainly around my ankles as it was too hot for socks. Sure enough I contracted malaria. This was during a holiday weekend, so no doctor was available. I was delirious with a high temperature of 103 degrees, hot and cold sweats, vomiting and diarrhoea.

“After a nightmare journey consisting of a 12-hour high-speed bus ride and a flight from Trivandrum back to Mumbai, I finally received medical treatment; if malaria is treated within two weeks it does not re-occur. Subsequently I decided to make a natural product that actually provided protection against mosquitoes and other biting insects and so spent the next five years developing and formulating Incognito.

“Since launching with the expert help of Clifton Asset Management Plc we have gone from strength to strength, supplying the likes of Harrods, Selfridges and becoming Planet Organics’ Best Seller in the Section that we are sold.”


After suffering a severe bout of malaria while in India in 1997, Howard Carter developed a natural product that actually provided protection against mosquitoes and other biting insects.

Funding needs

Howard’s incognito business needed cash to build up its stock. The BBC’s Dragons were interested when he appeared on the show, but wanted him to part with more of his company than he was happy with. The banks were unwilling to lend so he turned to


With the help of intellectual property he had already built up within his company, Howard was able to use money from his pension to grow his business and improve his cashflow.

Going Forward

Howard has moved production back to the UK. With contracts with Boots, Harrods and Selfridges, amongst others, he has seen incognito became a trusted product used around the world.

Useful link:
The Guardian

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