Reckitt Benckiser, the worlds largest condom manufacturer, is shifting its focus to women and rural consumers in India for its Durex brand. Traditionally targeting men, the company is now capitalizing on evolving attitudes towards contraception in the worlds most populous country.According to Reuters, despite India surpassing China in population, the countrys contraceptive use remains low. Government data shows that only around 10% of Indian men use condoms, while sterilization is still the most common contraceptive method among women. Social stigmas rooted in colonial-era Victorian norms have long suppressed open conversations about female pleasure, but change is gradually emerging.According to government statistics, condom use among married women doubled to 9.5% by 2021, while it more than doubled to 27% among unmarried women. Recognizing this shift, Reckitt is reformulating its products, including lubricants, to appeal to female consumers. “We want to change this,” said Pankaj Duhan, Reckitts senior vice president of intimate wellness. He noted that 30% of Indian women experience discomfort during sex, and the companys new lubes portfolio aims to address these concerns.However, as per report, Reckitt faces significant challenges, particularly in reaching rural areas, which account for only 10-15% of Durexs sales. Distribution and pricing are key hurdles in penetrating these markets, where affordability is a concern. Competitors like Manforce, the market leader, are also targeting women, with Bollywood actress-endorsed ads urging women to buy condoms themselves.Indias condom market, currently valued at $210 million, has immense growth potential, projected to expand at a 7.4% annual rate through 2030. However, Reckitt will need to overcome deep-rooted cultural taboos and improve sex education to fully tap into this opportunity.
