In an effort to curb population growth, India introduced the first condom in 1968. It was a failure because no one desired to have a piece of rubber in their bedroom. But a change in advertising has turned the condom industry into a $508 million business.
According to United Nations population estimates, India surpassed China in April 2023 as the ‘World’s Most Populated Country’, marking the most profound shift in global demography since records started. But this was not the situation in the 1960s.
The population of India was expanding at an astonishing rate. In 1964, the 470 million number was predicted to double in the next three decades. It was, therefore, imperative that something be done about it. As part of the National Family Planning Programme, the government introduced Nirodh, the first condom in India. But was it welcomed with open arms, the condom-averse country? Well, let’s just say that it wasn’t a totally futile endeavour because monthly condom usage reached 7 million by 1972.
The word ‘Nirodh’ literally translated to prevention and the name carried an extremely unfavourable meaning. Also, the uninteresting packaging for an item that was supposed to be entertaining and pleasurable did further damage. The condom’s covert marketing failed to address a number of other myths, including:
– Contraception is recognised as a woman’s duty.
– Condoms were perceived as something invasive that would interfere with sexual activity.
– In addition, a man shouldn’t need to worry about it. Because of this, female sterilisation was the most widely used form of contraception in India.
– Condoms were seen to be disgusting and evil, only used by unfaithful people.
These myths were not limited to India only. For a long time, the United States, the United Kingdom, and many other Middle Eastern nations prohibited the use of condoms.
Until the 1980s, when HIV/AIDS began to spread globally and gain traction in the West. Then condoms were the only preventive measure available. Thus, condom use peaked worldwide in order to prevent Sexually Transmitted Diseases (STDs) like AIDS and to encourage safe sexual behaviour. After this, even the most conservative nations began endorsing it. But, condom use remained low in India because Nirodh failed to gain traction.
Additionally, India’s attempt at population control took a turn for the worse when it launched a widespread sterilisation program. Approximately 7 million individuals were forced to get sterilised in 1976.
While India was dealing with widespread sterilisation, another country dealing with the same issue — Thailand — was able to handle it with a somewhat different strategy.
The Population and Community Development Association (PDA), funded by the Thailand government, started handing out condoms to members of low-income groups wherever they congregated. To ensure that people felt comfortable using the condoms, Buddhist monks blessed them. Condoms were given to store owners to distribute with each transaction.
And in Nirodh’s case, the endorsing shattered very badly. The government was always hesitant to equate condoms with pleasure, which is why individuals were hesitant to use condoms, believing that condoms reduced the excitement of sex.
On the other hand, private condom manufacturers saw their task and concentrated on positioning condoms as items that enhance sex. Operating in a market with the most constraints and the greatest demand for awareness was not a simple task.
As a result, brands like Durex and Manforce have learned to play it safe over the years, straddling the line between sexy and seductive. They generated a global market for condoms worth more than $8.6 billion and a 508 million dollar business in India.
Manforce was an instant hit with the Indians. Since the 1930s, Durex has been the first condom brand to market condoms all over the world.
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