More Indians fall head over heels for condom variants
condom category seems to have spiced up its growth rate, which nearly doubled in 2023.
The Rs 1,755 crore segment grew to a five-year high last year at 13% by value compared with 7% in 2022, according to the latest IQVIA consumer health retail audit data sourced from executives.
Companies said the segment is shifting away from being used for just protection to enhancing the experience. “Condoms were always sold from a safety perspective and youth felt the product was a hindrance for pleasure,” said Rajeev Juneja, managing director and vice chairman of Mankind Pharma, the maker of Manforce condoms, which has a 30.1% share. “So innovations have really helped attract younger consumers to the category. Also, women too now decide on the variants, unlike the historical trend of men being the sole decision makers.”
In India, Reckitt’s Durex has a 14.9% share followed by TTK Healthcare's Skore at 8.5% and Godrej Consumer Products' KamaSutra at 8%. All have launched innovations, including ‘invisible’ condoms that come with an ultrathin design as well as vegan, chemical-free and ‘cruelty-free’ variants.
While there is a growing awareness of safe sex practices and family planning, condoms have been used primarily for contraception and preventing sexually transmitted infections (STIs).
Given the squeamishness that prevails, buying condoms at a store doesn’t come easy. “The taboo that exists in India around sex and any conversation related to it, does not exist in the more liberal western countries,” according to a Condom
