Reckitt Benckiser, the global leader in condom manufacturing, is redefining its growth strategy in India by targeting a demographic often overlooked in its previous marketing campaigns: women and rural consumers. This strategic pivot comes in response to the evolving landscape of contraceptive use in India, a country with the world’s largest population but relatively low rates of condom usage compared to its size.
Shifting Focus to Women
Historically, Reckitt Benckiser’s Durex brand has centered its marketing efforts around Indian men, promoting the product with a focus on male pleasure. However, recent changes in social attitudes and increasing contraceptive use among women have prompted the company to realign its strategy.
As per government data, by 2021, approximately 9.5% of married Indian women reported using condoms during sex, nearly double the figure from five years prior. For unmarried women, condom usage more than doubled to 27% over the same period. This rise in usage among women represents a significant shift in the contraceptive landscape, and Reckitt is keen to capitalize on this trend.
The company is reformulating its product range to better cater to female consumers. New Durex lubricants, designed after extensive clinical studies, aim to address common concerns faced by women during intercourse. Approximately 30% of Indian women experience discomfort with sex, according to research. “We want to change this … That is why we are relaunching our lubes portfolio,” said Pankaj Duhan, Reckitt’s senior vice president of intimate wellness. By focusing on female-centric products, Reckitt hopes to tap into a growing market segment that has been traditionally underserved.
Penetrating Rural Markets
Reckitt Benckiser is also targeting rural India, where condom usage and access are notably lower compared to urban areas. The rural market presents both opportunities and challenges for the company. Currently, only about 10-15% of Durex’s sales come from these areas, which are significantly more price-sensitive than urban centers.
The challenge of penetrating rural markets is compounded by distribution and pricing issues. In smaller towns and villages, where social norms and limited access impact consumer behavior, ensuring product availability and affordability is critical. Pankaj Duhan acknowledges this challenge, stating, “Distribution is the big challenge simply because even though most consumer goods companies have made their way to all pincodes in the country, the question is maintaining availability at retail points.”
To address these issues, Reckitt is adapting its pricing strategy. In rural areas, where free government-provided condoms are prevalent, the company is introducing more affordable product lines. The smaller three-condom packs of Durex are priced at around 99 rupees, compared to 250 rupees for larger packs, in an attempt to appeal to cost-conscious consumers.
Overcoming Social Stigma
India’s societal attitudes towards sex and contraception are rooted in historical and cultural norms that have long marginalized female pleasure and contraceptive use. Victorian social norms from the British colonial era have contributed to a prevailing social stigma surrounding sex and contraceptives.
Despite these challenges, attitudes are gradually changing. Reckitt’s new marketing campaigns reflect this shift, as they focus on female empowerment and sexual health rather than simply male pleasure. The company’s recent campaigns include a risqué “Explorers Wanted” lubricants advertisement featuring sensual imagery, a departure from previous ads that often objectified women. This strategic shift aims to address the historical gender imbalance in sexual health marketing and better resonate with modern consumers.
Market Dynamics and Competitive Landscape
The Indian condom market, valued at approximately $210 million, is small compared to China’s $4.1 billion market but is expected to grow at a compound annual growth rate of 7.4% between 2024 and 2030, according to 6Wresearch. Reckitt Benckiser faces significant competition from established players like Mankind Pharma, which leads the market with its Manforce brand, and TTK Healthcare.
Manforce, for example, has recently adjusted its marketing strategies to appeal to women, featuring Bollywood actress Sunny Leone in its campaigns. This shift underscores the growing importance of female consumers in the condom market.
Reckitt’s challenge lies in not only competing with these entrenched rivals but also in overcoming distribution hurdles and social stigma. The company’s focus on women and rural consumers represents a strategic adaptation to changing market dynamics, but it also requires navigating a complex landscape of cultural sensitivities and logistical constraints.
Reckitt Benckiser’s pivot to targeting women and rural consumers in India highlights a significant shift in strategy as it seeks to grow its Durex brand in a changing market. By addressing female-specific needs and adapting pricing strategies for rural areas, the company aims to capture a larger share of the Indian condom market. However, overcoming entrenched social stigma and distribution challenges will be critical to achieving these goals.
The company’s efforts reflect a broader trend in the industry toward more inclusive and culturally sensitive marketing strategies. As societal attitudes continue to evolve, Reckitt’s approach may serve as a model for how global brands can successfully navigate complex and diverse markets.
