International Condom Day 14 February
Indians use close to 240 Cr (2.4 billion) condoms
annually, of which about 60 lakh given away free, while another 80 lakh are
subsidised through some form of government intervention.
The size of the commercial market is about Rs.
800 crore.
Manforce is the market leader 30% market share,
followed by KamaSutra, which commands about 18%, in the pecking order are
Kohinoor & Moods, with 13% and 12% market share, respectively.
According to industry estimates, a packet of 12
premium condoms on average costs about $ 7 to $ 9 in the US, $ 6 $ to 8 $ in
Australia and $ 5 $ -7 in Dubai.
In India, premium condoms were priced at Rs 16-20
per piece. The priciest, Durex RealFeel, costs about Rs 50 a piece (the exact
rate depends on pack size). Surprisingly, even mass-priced condoms — mainly
government promote dones— areal so showing declining sales numbers.
"Condoms were promoted for pleasure
enhancement instead of as familyplanning tools.For investment on advertising
spends, newlaunches and even innovation,we need profitability.
And consumers were driven by excitement over the
product, which isn't happening any more," said Ranju Kumar Mohan,
director, JK Ansell, which sells KamaSutra condoms. The price point mandated by
the government has gone up from Rs 6.56 a piece in 2013 toRs 8.35 now. But
that's still not enough considering that most value-added condoms, which form
the bulk of all condoms sold, were priced at Rs 30 earlier.
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