The British marketer's joint venture with Madras- based TTK aims to position Durex as a premium condom for upscale consumers and will be sold in two variants, Durex Superthin and Durex Extra Safe.
Durex is the largest selling condom brand in the global market, with a 22% share of the four billion units sold last year.
"The launch will be supported by widespread innovative marketing initiatives," says Clive Kitchener, LIG's group director of strategy planning. LIG currently sponsors MTV Asia's "MTV's Most Wanted" with Durex advertising.
LIG's entry into the $20.5m condom market in India follows a recent joint venture between Australia's Ansell International and Bombay-based JK Chemicals, whose KamaSutra condom is the No.2 brand with a 25% share and last fiscal year sales of $5.1m.
A new company, JK Ansell, is soon to be formed and owned equally by the two marketers. JK pioneered suggestive print advertising to raise the profile of its KamaSutra brand.
Copyright July 1997, Crain Communications Inc.