British consumer goods maker Reckitt Benckiser, the world’s largest condom manufacturer, is shifting its strategy in India to focus on women and rural consumers for its Durex brand. This change comes as India surpasses China as the most populous nation, despite low contraceptive use. The Indian government estimates only 10% of men use condoms, while sterilization remains the primary form of contraception for women.
Historically, social stigma surrounding sex, partly attributed to Victorian-era norms from British colonization, has marginalized female pleasure in Indian society. However, attitudes are evolving, and Reckitt is adapting its marketing approach to capitalize on the increasing condom use among Indian women.
Recent government statistics show a significant rise in condom use among Indian women. By 2021, 9.5% of married women reported using condoms during sex, nearly double the rate from five years prior. Among unmarried women, usage more than doubled to 27%.
To appeal to this growing female market, Reckitt is reformulating products such as lubricants and launching new marketing campaigns. Pankaj Duhan, Reckitt’s senior vice president of intimate wellness, revealed that the company has conducted clinical studies to address concerns faced by Indian women, noting that 30% experience discomfort during sex.
The Indian condom market is currently led by Mankind Pharma‘s Manforce brand, followed by Reckitt’s Durex and TTK Healthcare. Reckitt faces challenges in distribution, pricing, and overcoming conservative attitudes in rural areas as it targets this new demographic.
Competitors are also recognizing the potential of the female market. Manforce, for instance, has featured a Bollywood actress in a recent advertisement promoting condom benefits and encouraging women to make their own purchases.
However, marketing experts caution that Reckitt must carefully consider its messaging. Devangshu Dutta, head of retail consultancy Third Eyesight, suggests that the company needs to determine whether it’s promoting condoms for health, family planning, or pleasure, as each approach may require different communication strategies for various consumer segments.
Last updated: December 26th, 2025
