Secondary Research

Awareness: Unmarried women in 15-18 years of age Andhra (52%), Bihar (58%), Gujrat (52%), Rajasthan (12%) know about
condoms. For males the awareness is close to 70%
Accessibility: 95% of people report chemist,hospitals as distribution centers but pan vallah and other vendors are not
known.31% of women respondents do not know accessibility of condoms
Usage: 5% penetration, 54% of women not using condoms have unprotected sex. (93%) of men in Andhra Pradesh said they
dont like to use condom compared to 88 percent of women counterparts.
Reasons for not using: Bihar: 9% effects masculinity, 72% sex is not satisfying, 37% recurrent cost, 10% not effective
enough(does not guarantee complete protection),
SOCIAL: lack of conversation amongst partners, male dominance who is shy to buy. Traditional methods and
permanent methods more prevalent, low income, mutual trust
RELIGION: Some religions consider children as gift of god/ contraceptives as unnatural.
PERSONAL: Less effective sex, decreases masculinity, condoms useless/less effective mode, discomfort, rubber allergy
IEC effectiveness: 22% women dont know what a condom is, 2% men to 5% women in Bihar know about STI prevention
Perception: Till date condoms projected as a spacing/ intrusion device, STI prevention, health benefits not projected

Primary research: Qualitative: 8 Women, 12 Men: Age 21-26: IMI Delhi, Infosys Bangalore Technique: Mostly Laddering
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Where do you search for info

Where would you prefer buying condoms Near/far home
Identify the process involved
Is sex before marriage good/bad/prohibidabido
Are Bars hot Bed for getting laid in India? Where do relationships start
Define the typical relationship cycle in India? Time for each step
Land of kamasutra/ rapes / sanskaar what are we as a country of 1.3 billion
Do funny jokes/situations/context help in opening up to sexual conversations at home. What would happen if you
talked about sex at home
What product should condoms be bundled with

Condom research
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Two ways to affect consumer reaction(Stimuli): Fear(more kids, more family burden), sensuality(have sex anytime
anyplace anywhere, it happens), excitement(new marriage, new relationship, dont lose out on the opportunity)
Customer perception towards condom: Minister(condoms are not needed only sanskar can prevent babies),
Rickshawallah/uncle
Women: Information seeking is online more friends less elders nil, eyes down(Sar utha ke jiyo), fear remarks from
shopkeeper, crowd will look at me, shop should be isolated, not near home, write on a piece of paper, rebuke from
society, its the mans job to buy condom
Men: Not near home, information seeking is friends more online less elders few, shop should be isolated, buy one
that pleases crowd(dotted, chocolate flavoured).
Bars, Clubs: More of hang out with friends, not a dating/sex hotbed 100% of respondents
Relationship Hotbed: College, office, friends referrals, very few marriage functions/other party meetups.
Relationships require a lot of courting 2-6 months, followed by 2-6 months of close intimacy, followed by accidental
sex(be prepared) and then continued activity. Loads of first encounters get thwarted due to lack of condoms in
wallets(The Wallet mein zaroori condom, campaign around shame if there is no condom in purse cos sex bas ho
jaata hai)
External influence: Sex is taboo, not to be talked of at homes, akward silences, angry rebukes from parents/society,
shift of attitude required. Sex Should become a drawing room discussion instead of nukkad discussion with friends.

Sanskaar are the talk of the town to prevent sexual interactions and justify sex as taboo, irrelevant of land of
kamasutra tag
9. Make Sex Funny: Ranveer singhs video proved that people will take communications relayed in jest more openly
than a fear based/ informational communication
10. Quote 3 Idiots: Chahte sab hain, par bolta koi kuch nahin
11. Consumer deep rooted desire to be invoked: Most are waiting for the opportune moment, because sex is a
psychological need and difficult to control desires, due to preset rules like(Saving for after marriage, Dont know if I
would be able to do) sex happens accidently at opportune moments
12. Condoms could be bundled with products like axe deodorant, mens soap, free samples with adult/female health
magazines with a buy me discreetly cards, gynaecologist/village dais/female health workers can provide
samples/cards
Insight: In India majorly sex happens accidently after a long time of courting and at the opportune moment there should be a
condom(loose opportunity, kyunki har raat suhaag raat nahi hoti)
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wallet mein condom is necessary

consumer deep rooted desires can be invoked and related to sanskaar as babuji babuji sex karke hi bante hain.
Love happens, Kids are a choice(anywhere campaign, changing rooms, lifts, hotel rooms)
Jab har cheez dimaag mein sex chadaye(pen cap, car wash, fountain drinking girl), condom khareed lena chahiye
Responsible men keep condoms campaign(army man, bold, masculine and caring at the same time)