National Condom day February 14
* 40 % share of government subsided condoms
* 60 % share of private brands
* 17 % kamasutra's share
It took a long while coming. Almost 18 months of debates & deliberations after it initially came up with the idea, music channel MTV has forayed into the condom market in tie-up with JK Ansell, maker of KamaSutra condoms.
Branded MTV Hardwear by KamaSutra & available in bi-coloured and big-head variants, the condoms hit retail shelves in 25 cities India this week, marking MTVs latest and boldest brand extension.
The youth-centric channel has already lent its name to products ranging from lingerie & eyewear to adventure bikes and smartphones. Given the category sensitivity and the fact that we wanted everything about this range to be differentiated,it is not surprising that it took us more than a year to launch MTV Hardwear, says Mr. Sandeep Dahiya, Senior VP and business head of consumer products at Viacom 18, which owns MTV.
For JK Ansell, an equal joint venture between Raymond Group & Ansell International of Australia, co-branding with MTV is an attempt to erase the dads brand image of the 20-year-old KamaSutra and re-connect it with the youth.
Launched in 1991, KamaSutra shook the advertising market with its bold ads featuring a bare-skinned Madhu Sapre and Milind Soman with a python.
A decade later, it launched another bold campaign featuring Pooja Bedi and Marc Robinson. But todays youth is closer to MTV than KamaSutra. We may be iconic but we are over 2 decades old; it is difficult to leapfrog into the youth segment, says Mr. Ranju Kumar Mohan, Director and Business head at JK Ansell, who is banking on MTVs youth connect to increase KamaSutras market share by at least 10 % from its current 17 %.
he Indian condom market is estimated at Rs. 1,100 crore.
Out of this, 40 % is held by condoms subsidised by the government. Top private brands in the category include Durex, Kohinoor and Moods besides KamaSutra.
MTVs Dahiya hopes to net at least Rs. 50 crore to Rs. 75 crore by the third year of the three-year licensing partnership. If its a big success, MTV may take the co-branding out of India,just like it did with Citibank-MTV credit and debit card.MTV makes close to Rs. 200 crore business out of the 15 plus product categories it has lent its name to, with as much as 40 % of it coming from tier-II cities.
Dahiya expects smaller cities to play a big role in its condom foray too. Our research shows a huge change, specially in tier-II cities, from more women asking for condoms to retail display, more youngsters experimenting and having more fun which is why our tag lines like screw in colours speak their lingo, he says.
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