Home >industry >Now, KamaSutra deodorants to add to pleasure principle

Now, KamaSutra deodorants to add to pleasure principle

Now, KamaSutra deodorants to add to pleasure principle

It rode to success on the back of a risque campaign that stressed pleasure more than it did protection—not an unheard-of strategy for a condom maker.

Now, the company behind the KamaSutra brand is hoping to use the same proposition for a range of personal-care products that will share the same name. Aniruddha Deshmukh, president, retail, J K Ansell Ltd, defined the commonality as “eroticism".“Personal hygiene, good grooming, and fragrance are all elements in eroticism," he said.

J K Ansell is a joint venture of the Raymond Group and Australia’s Ansell International, and has a 25% share in the Rs140-crore premium condom market. Raymond has a small presence in personal-care products under the Park Avenue and Helene Curtis brands.

The first KamaSutra product to be launched will be deodorants for men and women that will target a market valued at Rs900 crore. JK Ansell will follow this up with an after-shave lotion for men.

Deshmukh said the company would back its deodorant launch with an advertising campaign. The company hoped to gain a 10-15% share of the market in three years, he added. KamaSutra condoms, he added, were selling faster, and more than before, by almost 20%.

But sources close to the development who did not wish to be identified, said there was a slowdown in condom sales, caused by the government which, two years ago, started procuring more condoms as part of its efforts to fight HIV/AIDS and popularize family planning. It branded these condoms and started pushing them through pharmacies and other retail outlets. These, the sources said, were sold at between Re1 and Rs1.50 a piece, compared with Rs5 for a premium condom.

Deshmukh said several consumers had shifted to cheap condoms. “Now, the shift seems to have stabilized; besides, thanks to a booming economy, consumers are willing to pay more for condoms too."

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