Durex makes India condom push for women, rural consumers with lubes, ads

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Durex makes India condom push for women, rural consumers with lubes, ads - Business Standard

Quick Summary:

Duhan said products have to be "extremely cheap" to sell in some rural areas, where many use free government-provided condoms.

The British consumer goods firm faces some stiff challenges in its quest to carve out a lucrative slice of the female condom market and rural consumers, primarily with distribution and pricing - two areas industry watchers believe are key to success - but also in coaxing a still-largely conservative rural population to buy its products.

Padhan, from the medical store in Odisha, doesn't stock Durex "because they are costly and there's no demand for them in rural areas," and says most sales are of Ustad "Deluxe Condoms" made by a state-run firm.