A man shows a packet of government-supplied 'Nirodh' condoms after collecting it from a distribution center at a hospital in New Delhi. (Reuters photo)
When it comes to the wrappers of government-supplied condoms, boring is out, attractive is in, but erotic is too much.
The staid packaging of the half-century-old condom brand, is bring redesigned, incorporating pictures of attractive men and women, in a desperate bid to seduce customers drawn to fancier versions sold by private firms.
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 white plastic wrapper are a turnoff for many.
"The government-made condom looks sick," said Vinod Poddar, a taxi driver in New Delhi, who has avoided the brand for years. "We need looks and quality, and it lacks both."
To change this perception, the Health Ministry has set up a panel to review pictures as well as more vibrant colours for the wrappers of condoms made by state-owned HLL Lifecare.
The male condom market in India, was worth nearly $150 million or more than 9,000 crores by 2011 and is expected to grow 18 per cent this year, says market research agency Ken Research.
But Nirodh fell out of favour over the years, in the face of competition from pricier Durex, made by the Reckitt Benckiser Group and KamaSutra, made by the Indian unit of Australia's Ansell Ltd.
While Durex uses vivid colours on its condom packs, KamaSutra and other Indian brands deploy pictures of scantily clad models.
Health Ministry officials vowed not to go too far. "The packaging will have attractive images of couples, but they will not be erotic," said one.
The free Nirodh condoms cost the exchequer Rs 1.8 rupees apiece, but the government is willing to cough up more to boost their appeal to youngsters. In comparison, each Durex condom costs about Rs 12 rupees.
© Thomson Reuters 2015