Revolutionizing Contraception: Durex Targets Indian Women and Rural Markets

Reckitt Benckiser, the world's largest condom maker, is shifting its marketing strategy in India to target women and rural consumers. Despite India becoming the most populous nation, contraceptive usage remains low. By addressing social stigmas and rebranding products, Reckitt aims to capture a larger market share and promote safer sex practices.

Reckitt Benckiser, the largest condom maker globally, is overhauling its marketing focus in India by targeting women and rural consumers.

Despite India overtaking China as the most populous nation, contraceptive usage lags. Around 10% of Indian men use condoms, while sterilization remains the preferred method for women.

The company aims to change these dynamics by addressing social stigmas and deploying new products and marketing campaigns to attract underserved female consumers and rural markets.

(With inputs from agencies.)