India to repackage state-supplied condoms in bid to attract users

TTK Healthcare

01/04/2015 12:57

By Aditya Kalra 
    NEW DELHI, April 1 (Reuters) - When it comes to the wrappers 
of India's state-supplied condoms, boring is out, attractive is 
in, but erotic is too much. 
    India is readying a redesign of the staid packaging of its 
half-century-old condom brand, incorporating pictures of 
handsome men and gorgeous women, in a desperate bid to seduce 
customers drawn to fancier versions sold by private firms. 
    The government gives away 650 million 'Nirodh' condoms each 
year in its safe sex campaign, but the text-heavy display and 
condoms crammed into a white plastic wrapper are a turnoff for 
many. 
    "The government-made condom looks sick," said Vinod Poddar, 
a taxi driver in the capital, New Delhi, who has avoided the 
brand for years. "We need looks and quality, and it lacks both." 
    To change this perception, India's health ministry has set 
up a panel to review pictures as well as more vibrant colours 
for the wrappers of condoms made by state-owned HLL Lifecare. 
    The male condom market in India, which has a population of 
more than 1.2 billion, was worth $152 million by 2011 and is 
expected to grow 18 percent this year, says market research 
agency Ken Research. 
    But Nirodh fell out of favour over the years, in the face of 
competition from pricier Durex, made by the Reckitt Benckiser 
Group  RB.L  and KamaSutra, made by the Indian unit of 
Australia's Ansell Ltd.  ANN.AX . Indian firms TTK Healthcare 
 TTKH.NS  and Mankind Pharma also sell condoms. 
    While Durex uses vivid colours on its condom packs, 
KamaSutra and other Indian brands deploy pictures of scantily 
clad models. 
    Although "attractive" is the keyword in conservative India, 
where many men are still too embarrassed to shop for condoms, 
health ministry officials vowed not to go too far. 
    "The packaging will have attractive images of couples, but 
they will not be erotic," said one. 
    The free Nirodh condoms cost the exchequer 1.8 rupees (3 
U.S. cents) apiece, but the government is willing to cough up 
more to boost their appeal to youngsters. In comparison, each 
Durex condom costs about 12 rupees (20 U.S. cents). 
    Many villagers shun Nirodh because it's badly packaged and 
doesn't match the quality of rivals, a health worker in the 
central state of Chhattisgarh told Reuters. 
    The government vouches for the quality of its condoms, with 
a health ministry official saying they will be a lot more 
popular in their new avatar. 
    "Nirodh is not finding favour right now," the official said. 
"But you will be tempted to pick up the product." 
 
 (Editing by Tony Tharakan and Clarence Fernandez) 
 ((aditya.kalra@thomsonreuters.com; +91-011-41781009; Reuters 
Messaging: aditya.kalra.thomsonreuters.com@reuters.net)(Twitter: 
@adityakalra)) 
 
Keywords: INDIA HEALTH/CONDOMS