Nirodh Takes on Durex and Kamasutra
Give ‘Nirodh’ a makeover, that’s the new diktat from the Health Ministry. The wrappers of India’s state-supplied condoms are heading for redesign - boring is out, attractive is in, but erotic is too much.
The government gives away 650 million ‘Nirodh’ condoms each year in its safe sex campaign, but the text-heavy display and condoms crammed into a very ‘medial’ looking white plastic wrapper, are a turnoff for many.
The government-made condom looks sick. We need looks and quality, and it lacks both.
– Vinod Poddar, Taxi Driver
Over the years, Nirodh has lost out to the pricier Durex, made by the Reckitt Benckiser Group and KamaSutra, made by the Indian unit of Australia’s Ansell Ltd. Indian firms TTK Healthcare and Mankind Pharma also sell condoms. The male condom market in India was worth $152 million by 2011.
Opposed to Nirodh’s 50 year old staid packaging, Durex uses vivid colours on its condom packs, KamaSutra and other Indian brands deploy pictures of scantily clad models.
Attractive Yes, Erotic No!
Although “attractive” is the keyword in conservative India, where many men are still too embarrassed to shop for condoms, Health Ministry officials vowed not to go too far.
The packaging will have attractive images of couples, but they will not be erotic
- Health Ministry official
The free Nirodh condoms cost the exchequer Rs. 1.8 each, but the government is willing to cough up more to boost their appeal to youngsters. In comparison, each Durex condom costs about Rs. 12.
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