Durex now targets women and rural India for condom sales
Reckitt Benckiser, the global leader in condom manufacturing under its Durex brand, is shifting its marketing strategy in India. The company aims to tap into the potential of female and rural consumers. This move comes as a response to changing attitudes toward condom use among Indian women, who are now being recognized as a significant target audience for Durex.
Increased condom use among Indian women
Government statistics reveal that by 2021, approximately 9.5% of married Indian women reported using condoms during sex, nearly twice the rate five years prior. Only about 10% of Indian men use condoms, while female sterilization remains the primary method of contraception. Among unmarried women, condom use more than doubled to 27%. This increase in usage has prompted Reckitt to reevaluate its product offerings and marketing campaigns, and shift from their traditional focus on urban male consumers.
Durex revamps product line to attract women
Reckitt is revamping products like lubricants to appeal more to female consumers. The company has conducted clinical studies to address issues faced by women during sex, with findings indicating that 30% of Indian women experience discomfort with their partners. "We want to change this... That is why we are relaunching our lubes portfolio," said Pankaj Duhan, Reckitt's Senior Vice President of Intimate Wellness.
Challenges in targeting female condom market
Reckitt faces significant challenges in targeting the female condom market and rural consumers, particularly in distribution and pricing. "One challenge Reckitt may face is consistency of messaging," said Devangshu Dutta, head of retail consultancy Third Eyesight. He emphasized that the company needs to determine whether it is promoting condoms for health, family planning, or pleasure as each category requires a unique approach.
India's condom market shows promising growth
Despite being valued at just $210 million compared to China's $4.1 billion, India's condom market is projected to grow at a compound annual rate of 7.4% between 2024 and 2030, according to Indian consulting firm 6Wresearch. However, expanding the market will require overcoming distribution challenges due to India's vast size and the prevalence of small-scale retail stores. Currently, only about 10-15% of Durex India's sales come from rural areas which are more price-sensitive than urban cities.
