Brands

Need for condom brands to target the rural audience

Published

8 years ago

June 25, 2018

MUMBAI: Sex is perhaps the most rampant taboo in India. Despite the economic and technological advancements, sexual discourse in the country is yet to witness a significant evolution. From sex education in school to conversations at home, the country in a sense continues to avoid addressing the elephant in the room. The cultural conditioning, especially in a country as large and diverse as ours, tends to have major implications on industry and market economics. Marketers and advertisers tend to feel handicapped when operating around no-go-zones. That's the space India's condom companies find themselves in.

In India, Condoms advertising continues to be a tug of war between advertisers and the regulatory authorities. Companies create an advertisement, spend millions on marketing, only to find out that ASCI and MIB have slapped them with charges to withdraw or modify the ad. There is no running away from the fact that Indians have a conservative approach to sex. And When condom brands try to titillate and opt for sleazy advertising, they compound the problem.

This rather 'controversial' category has always had its challenges and limitations when it comes to product marketing. The ‘Sanskaari’ Indians don't want to see condom ads on television, hoardings or radio. Maybe, that’s the reason we tend to notice fewer condom brands around us.

While the situation is still better in urban and metro cities, one wonders what the scenario is like in rural pockets of the nation where topics like condom and sex are considered 'impure' and 'grubby'.

The overall condom penetration in India is only six per cent. According to several studies and surveys, the Indian condom market is projected to reach $180 million by 2022. This is on account of rising consumer awareness about HIV, STI and other sexually transmitted diseases. The booming e-commerce business, rising young population and an increase in the average marriageable age are other contributing factors that have played a role in effecting this change.

The market is primarily dominated by Manforce with a 32 per cent share, followed by Moods at 12 per cent, Skore at 10 per cent, Kamasutra at eight per cent, Kohinoor at eight per cent and Durex at around three per cent along with local brands.

The National Family Health Survey in its 2015-16 survey revealed that the knowledge of contraceptive methods is almost 100 per cent in India and 99 per cent of married women and men aged between 15-49 know of at least one such method. Sounds like a good number, right? However, the condom penetration (usage) in India is extremely low, with the urban sector clocking around six per cent and the rural a mere four per cent.

The rural market is still small in India and contributes to about 27 per cent of the 1073 crore condom market in India as per a Nielsen report. But the good news is, it has grown by 16 per cent in terms of value in 2017. Usage of condom in smaller pockets has increased in the last five years due to modernisation, digital penetration and availability of low cost smartphones and data.

The segment is still unorganised with major private players taking the lead in developed regions. They spend millions on advertising and marketing themselves in the eyes of modern consumers. Case in point: Manforce signed pornstar-tuned-Bollywood actor Sunny Leone, Durex snapped up Bollywood actor Ranveer Singh after he admitted that he was ‘addicted to sex’, SKORE condoms went international and signed cricketers Chris Gayle and Dwayne Bravo. The result? These brands are now at the top of brand recall in the eyes of consumers.

But the rural scene is majorly dominated by local players. Retailers often take advantage of the consumer discomfort and display brands that allow them good margins, which in most cases are local companies.

At such a point, it is crucial for national brands to create brand visibility for the audience that isn't really big on television or digital. In order to increase the penetration in smaller segments of India, JK Ansell has launched low value products under the portfolio of KamaSutra brand. Interestingly, Kamasutra currently does not advertise or market its product in rural regions, as 95 per cent its sale comes from the developed cities.

Brands such as Durex, KamaSutra, Moods and SKORE prefer staying away from rural marketing and undertaking any awareness campaigns. But maybe its time they look into these markets as the next phase of growth is bound to stem from tier two and three towns.

Most condom brands look at targeting the younger generation in rural areas aged between 20-24 in the hinterland, where condom usage is greater. JK Ansell GM for marketing Ajay Rawal said, “Condom consumption is generally in the age group of 18-30 years. Beyond this, owing to sterilisation and IUD post marriage, the condom usage generally dips. So, the younger generation is where the future lies and hence we want to effectively tap into this segment.”

Durex's pack of three condoms costs around Rs 55 whereas Skore, Manforce and KamaSutra are priced at Rs 25. Among local brands, Cobra condoms are sold at Rs 14, KIK at Rs 15 and Invigra's pack of 4 at Rs 30.

All said and done, distribution and social awareness still remains a challenge in the rural segment for major players as it is still serviced by low price condoms and free condoms (NIRODH) distributed by the Government of India.

Sales through modern trade outlets and the digital media are further driving the off take in the category, giving consumers more time during the transactions.The good news is that the rural consumers have taken a step towards accepting quality products rather than settling down with basic low value cheap condoms.

But that's not enough. The need of the hour, for condom companies and India as a country, remains the challenge of permeating social awareness down to the last mile.

Also Read :

I&B tightens up on condom ads on TV

Time for condom brands to review their storytelling

'Sanskari' India wants condom ads off primetime

MIB recants, says only explicit condom ads banned during the day

Related Topics:condom advertising condoms in rural condoms in villages Durex Kamasutra Kohinoor Manforce MOODS Rural Marketing Skore

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

Published

1 week ago

February 9, 2026

indiantelevision.com Team

MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

Brands

Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

Published

1 week ago

February 9, 2026

indiantelevision.com Team

MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

Brands

BCCL profit jumps 53 per cent in FY25 as tax bill shrinks

Revenue rises 4.3 per cent to Rs 10,209.33 crore while deferred tax gain lifts bottom line sharply

Published

1 week ago

February 9, 2026

indiantelevision.com Team

NEW DELHI: Bennett, Coleman and Company (BCCL) has posted a sparkling set of financial results for the year ended 31 March 2025, proving that there is still plenty of ink and gold left in the ledger.

Revenue from operations climbed a steady 4.3 per cent, reaching Rs 10,209.33 crore compared to Rs 9,786.44 crore the previous year. When you sprinkle in other income, which rose 8.9 per cent to Rs 949.36 crore, the total income for the media behemoth hit a healthy Rs 11,158.69 crore.

While the income grew at a modest pace, the bottom line tells a far more dramatic story. The real headline is the 53 per cent surge in annual profit. How did they pull off such a feat? While Profit Before Tax (PBT) saw a gentle nudge upward of 2.7 per cent to Rs 1,610.00 crore, it was a vanishing act by the taxman that really did the trick.

Total tax expenses plummeted by 32.4 per cent, dropping from Rs 468.76 crore down to Rs 316.97 crore. This was largely thanks to a swing in deferred tax, moving from an expense of Rs 156.02 crore in FY24 to a benefit of Rs 39.44 crore this year.

Total income rose from Rs 10,658.55 crore in FY24 to Rs 11,158.69 crore in FY25, marking a 4.7 per cent increase. Total expenses grew at a slower pace, up 3.0 per cent from Rs 9,306.06 crore to Rs 9,581.45 crore. Profit before tax inched up 2.7 per cent, moving from Rs 1,567.02 crore to Rs 1,610.00 crore. However, the standout figure was net profit, which jumped sharply by 53.0 per cent, climbing from Rs 1,042.03 crore in FY24 to Rs 1,594.73 crore in FY25.

Despite the rising costs of doing business across the globe, BCCL kept a tight grip on the purse strings. Total expenses rose by just 3.0 per cent to Rs 9,581.45 crore. By keeping costs lower than the rate of income growth, the company ensured that the final figure, a net profit of Rs 1,594.73 crore, was nothing short of a front-page sensation.

In a world of shifting digital tides, it seems the BCCL ship is not just steady, but sailing into significantly wealthier waters.