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Durex Wants to Break India's Condom-Buying Taboo

  • Reckitt’s India unit introduces ‘Durex Jeans’ condom line
  • Condom usage at 6 percent of couples reflects stigma in India
China's Foreign Condom Frenzy Gives Sagami Rubber A Boost
Photographer: Kiyoshi Ota/Bloomberg
Updated on

Jeans are easier to buy than condoms in India -- at least that’s what Reckitt Benckiser Group Plc is betting with a new line of Durex rubbers.

India has more 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 in a country also battling the world’s third-highest HIV burden. Reckitt’s Durex India unit is trying to counter that with “Durex Jeans,” released Friday.