Jeans are easier to buy than condoms in India: Can Durex’s new strategy break the taboo?

  • In India, a lot of married women with an unmet need for family planning than any other country, and social stigma and a lack of privacy in stores has kept condom use to less than 6 percent of contraceptive methods.
  • Reckitt Benckiser’s Durex India unit is trying to counter that with “Durex Jeans.” 
  • The two-condom packs, which sell for 25 rupees, are in packaging resembling the leather badges sewn on denim jeans, and displayed in jar-like bowls on drugstore counters.
  • The packaging makeover is aimed at helping consumers overcome the embarrassment of buying a product linked with sex – a taboo subject in India.
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