"We supplied around 350 million condoms to the health ministry last year," Rajesh Divakaran, deputy general manager (Communications), HLL Lifecare Limited, told IANS. NACO has in its kitty three condom brands produced by state-run Hindustan Latex Limited (HLL).
LOW KEY SMALLER CONDOMS TV
To come of age from its TV screen-happy campaigns depicting sex as a concealed activity in the silence of joint families, the brand's look and tagline will also undergo change, the official said. "Our target is these smaller cities and towns," he said. But in tier 2 cities, we found that in spite of a stigma about sex, people were willing to shed their inhibitions and shell out money to buy condoms, only if available," the official added. "Private companies have been making huge investments on marketing and their reach is considerable in urban areas. So now, the focus is on changing the age-old image of silhouettes of cosying couples to a little more intense scene without being graphic. The reason for its failing sale was also pinned on erratic supply and "poor and faulty" publicity through advertisements of subdued sensuality.
The commercial condom brands, packaged in variable flavours and features, are priced anywhere between Rs.100 and Rs.500 per pack, while Deluxe Nirodh costs Rs.3 for a packet of five. The brand has a 20 percent share in a market dominated by Durex, Kamasutra, Manforce and Moods. We will customise and change features to give a new look to the product," the official added.Īccording to NACO, while the market size for other condom brands grew by 45 percent in 2007-09, Deluxe Nirodh climbed down by over four percent in the same period. "The idea is to re-launch, re-position and re-brand Deluxe Nirodh. Organisation (NACO), told IANS on condition of anonymity. So, we plan to make the brand more visible and accessible in small cities through re-branding," a senior technical expert from National AIDS Control "The department found Deluxe Nirodh sales had come down due to the increasing share of private players. This meant re-launching the two-decade old brand with customised features, attractive packaging and easy accessibility. This triggered the government's AIDS control department to go in for a major re-branding. The move came after it was found that costlier condoms are cornering a major market share. Deluxe Nirodh, a subsidised condom that originally began as a family planning measure under a government initiative, is now eyeing smaller cities and towns to save the brand's fading face in a multi-million rupee market by repositioning the product with more "intense" advertisements - albeit not too sexual in content.
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