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<ul><li>GCPL’s MD &amp; CEO Sudhir Sitapati said that the acquisition will turn EPS accretive soon. </li><li>Brokerages are concerned that the margins of <keyword id="14444009" type="General" weightage="20" keywordseo="raymond-consumer" source="Orion">Raymond Consumer</keyword>’s business are lower than that of GCPL’s. </li><li>GCPL’s distribution reach can help take RCCL’s products to Tier 2 cities, brokerages say. </li></ul><keyword id="99744" type="General" weightage="20" keywordseo="godrej-consumer" source="Orion">Godrej Consumer</keyword> Products (GCPL) – known for its portfolio of hair dyes, body washes and home care products like mosquito repellents and more – will enter the prized fast-moving consumer goods (FMCG) categories of men’s grooming once it concludes the acquisition of Raymond’s consumer business. GCPL managing director and chief executive officer Sudhir Sitapati is confident that the acquisition for which it paid ₹2,725 crore in an all-cash deal, will be EPS (earnings per share) accretive soon. An acquisition is termed EPS accretive if the acquiring firm’s EPS increases after the deal goes through. The acquisition is done at 4.5 times the expected sales of FY23. “This appears a tad expensive given Raymond Consumer Care (RCCL)’s smaller size and weaker EBITDA margins. RCCL’s business is being sold along with its trademarks of <keyword id="416499" type="General" weightage="20" keywordseo="park-avenue" source="Orion">Park Avenue</keyword>, KS and KamaSutra,” said a research report by Nuvama. The stock of GCPL fell 4.9% on Friday, a day after the announcement. The earnings before interest, taxes, depreciation and amortisation (EBITDA) margin of Raymond is at 6% in FY22, which is too thin according to brokerages. “Assuming the company is able to quickly scale up operating margin in the business to 17-18% (achievable, in our view), the business would need to double in size for it to be earnings-accretive for GCPL,” says JM Financial. Low margins but scope for volume growth While Sitapati did not put an actual date to achieving the EPS accretive target, JM Financial expects it would take three years to reach the target, and would be earnings dilutive for the next couple of years. “On first-impression basis, we are not able to fully appreciate the need for GCPL to acquire Raymond’s FMCG business. There are cost-synergies to be had for sure, but that is mainly because the overhead structure of the acquired business, as it stands today, is quite inefficient, in our view,” JM Financial said. Around 80% of RCCL’s business comes from deodorants, which is a heavily competitive business that puts it in direct competition with FMCG majors like Hindustan Unilever and ITC among others. Due to the pressure to promote these products, it will increase its ad spends. As much as 20% of the revenue comes from Kamasutra which is a sexual wellness brand. But there are synergies that will aid the volume growth in these newly-acquired businesses as well. Park Avenue and Kamasutra both have strong traction in the urban markets but lack distribution reach in Tier 2 cities. GCPL with its wide distribution network can ease this growth. Moreover, the size of these businesses are large. The size of the male deodorant category is around ₹4,000 crore, while the overall deodorant category is at ₹5,000-6,000 crore. The size of the commercial latex category is ₹1,200 crore, Sitapathi told Business Standard in an interview. Yet, a few analysts see some clashes in the portfolios of GCPL and RCCL. GCPL’s Cinthol is a legacy brand which has been targeting male grooming for decades now with shaving creams, soaps and deodorant products. “Why the need for Park Avenue brand when GCPL’s own Cinthol brand is rather underutilised at present. Cinthol itself has a pretty strong brand equity, we believe,” says JM Financial. Moreover, there are more unanswered questions from the deal. RCCL has presence in the shampoo category too under the brand Beer Shampoo, and minor presence in soaps category as well. It’s yet to be seen how these products will blend into Godrej’s portfolio.

Godrej Consumer has to double Raymond’s consumer business for it to be earnings accretive, say analysts

Mumbai, The Gautam Singhania-led <keyword id="244481" type="General" weightage="20" keywordseo="raymond-group" source="Orion">Raymond Group</keyword> on Thursday announced its exit from the consumer care business by selling condom brands KamaSutra and Premium and deodorant brands <keyword id="416499" type="General" weightage="20" keywordseo="park-avenue" source="Orion">Park Avenue</keyword> and DS to the Godrej Group for Rs 2,825 crore in an all-cash deal. However, the Raymond group will continue to manufacture these brands, sell them to B2B consumers and export. This means that Raymond will contract-manufacture and sell these brands to <keyword id="99744" type="General" weightage="20" keywordseo="godrej-consumer" source="Orion">Godrej Consumer</keyword> Care. It also means the exit is only from the consumer facing side of this business in the domestic market. Its condom plant is in Aurangabad, Maharashtra, while it sources the deos from contract manufacturers. The Raymond Group also announced the demerger of its consumer facing/lifestyle businesses into Raymond Consumer Care (RCCL), which will, upon merger, get listed. Raymond shareholders will get four shares of the RCCL for every five shares they hold. The group expects the demerger process to be completed over the next 15 months. Group chairman and managing director Singhania, who owns 49 per cent in RCCL, said, he will not take a single penny from the sale but the entire proceeds will go into the company (RCCL). A portion of the money will be used to completely repay the net debt of the group, which as of December 2022 stood at Rs 920 crore, and gross debt of Rs 2,000 crore. "In 2019, I infused Rs 350 crore into the company (real estate arm) when we sold a portion of our land. In the similar manner more than Rs 1,000 crore from this sale will go into RCCL, which has been a debt free entity all through, only, and the rest of the proceeds will be sued to make the group debt-free and the balance will be used for other business purposes, taking the promoter's equity infusion to Rs 1,400 crore," Singhania said. Post demerger, the group will have two independent net debt-free listed entities for lifestyle, which will be under RCCL, and real estate businesses which will be under Raymond, already a listed entity, he said. Raymond will now be a pure-play realty business entity along with investments in engineering (JK Files, which is the world's largest files maker) and denim businesses, he added. In a separate statement, Godrej Consumer Products (GCPL) said with this acquisition the company is entering the deodorants and sexual wellness categories. The Godrej Group expects the all-cash deal, through a slump sale route, to be completed by May 10, 2023. Godrej said these four brands - the condom brands KamaSutra and Premium, and the deodorant brands Park Avenue and DS -- through a slump sale, had revenue of Rs 411 crore in FY21, Rs 522 crore in FY22 and Rs 622 crore in FY23, valuing the deal almost five times the revenue. Sudhir Sitapati, managing director and chief executive of GCPL, said this acquisition "allows us to complement our business portfolio and growth strategy with under-penetrated categories that offer a long runway of growth". The deodorants and sexual wellness categories have the potential to deliver double-digit multi-decade growth given the low per capita consumption compared to similar emerging markets. Per-capita consumption of deodorants is 0.4x that of Indonesia, 0.05x of that in Brazil and 0.04x that in the US, he said. Singhania said the demerger will facilitate focused investor opportunities and better access to capital with a clear strategy and specialisation for sustainable growth and profitability for both lifestyle and real estate business. Describing the exit and demerger as value creation, Singhania said, "in line with our commitment for creating shareholder value, we have taken an affirmative action by demerging our lifestyle business that will be a separate listed entity with zero net debt." "At Raymond Group, the realty business will also be the listed entity through Raymond Ltd. At promoter level, we continue to remain committed, and the efforts have been demonstrated by infusing funds generated from monetisation of assets," Singhania said. Amit Agarwal, the group chief financial officer, said the swap ratio was finalised by KPMG and BDO along with a fairness opinion issued by ICICI Securities. InCredMAPE, the investment banking arm of InCred Group, said it has acted as the exclusive M&amp;A advisor on the landmark transaction in the consumer sector involving Godrej Consumer Care and Raymond Consumer Care's FMCG business. Bhupinder Singh, Group CEO of InCred Group, said, "This is a landmark event in the consumer sector with some of India's best-known brands from the Raymond's stable now entering new stewardship at Godrej in an exciting journey. We at InCred are privileged to have advised on this strategic transaction." The lifestyle business consists of suiting business with manufacturing plants, B2C shirting and MTM businesses, branded apparel with its portfolio of brands and subsidiaries including garmenting business with manufacturing facilities and B2B shirting business with manufacturing plants will be demerged into RCCL. Raymond is the largest integrated worsted suiting manufacturer that offers end-to-end solutions for fabrics and garmenting. Its brands portfolio include Raymond Ready to Wear, Park Avenue, ColorPlus, Parx, Raymond Made to Measure, and Ethnix by Raymond, amongst others. Raymond has one of the largest exclusive retail networks with around 1,400 stores across 600 towns. The group has presence in engineering space engaged in precision engineered products. Raymond made a foray into realty sector through the launch of its maiden project TenX spread across 14 acres housing 3,100 residential units and has recently launched a premium residential project -- The Address by GS -- in Thane which has a revenue potential of around Rs 5,000 crore. On the long pending IPO plans for JK Files, Singhania said the plan is on hold due to the poor market conditions.

Raymond group sells FMCG biz to Godrej for Rs 2,825 crore in all-cash deal

<ul><li>Reckitt’s Durex has launched its first-ever product innovation for the Indian market, thin flavored condoms.</li><li>It got around 12 influencers to spark conversations on social media about bedroom distancing to create interest around the launch of its new product and advertisement.</li><li>The brand is trying to expand its reach in Tier II and III markets with its latest innovation.</li><li>Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt talks to us about the campaign, larger marketing strategy that has helped Durex become one of the category leaders in less than six years, focus areas for H2 2021, and larger vision for the brand.</li></ul>When Reckitt’s Durex launches a new product in the market, it is hard to miss it because there’s a massive conversation on the social media universe involving multiple A-list influencers and celebrities. The brand knows how to build curiosity and hold consumers’ attention till the very end. Durex usually starts its campaign by giving its consumers a little sneak peek with a poster. To build on this buzz further, the brand shares some intriguing data points which encourage consumers to talk about their own stories. It is followed by a teaser, influencer collaboration, and finally the big reveal - the product advertisement. In the past, Durex had used a similar strategy for its product Durex Mutual Climax Condoms and Invisible Condoms. For the former, it started by telling people on social media that nearly 70% of women in India don’t orgasm every time they have sex. It eventually announced the launch of its product with a campaign. It spoke on the issue of orgasm inequality by normalising conservations and providing product solutions for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap. For the second product launch, Durex’s Invisible Condoms, it used a counter-intuitive approach and asked consumers to forget condoms. The idea was to create interest around its thinnest condoms. For the launch of Thin Flavoured Condoms that come in Chocolate, Strawberry and Bubble gum, Durex followed a similar route. It divided its campaign into three legs: get people talking on social media about #EndBedroomDistancing, launch the TV spot that employs a metaphor to demonstrate how Durex Extra Thin Flavoured condoms can help end it and the third act of the campaign continues the conversation with memes and influencer posts. The campaign is conceptualised by <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword>. The first leg of the campaign saw participation from celebrities and influencers like Harshvardhan Rane, Badshah, Abhijeet, Prateek Babar, with posts on their profiles wondering what’s bedroom distancing. Two days later, Durex announced India’s thinnest condoms. The same influencers also posted a second set of videos on their respective profiles, revealing what the buzz was all about, and then came the final commercial unveiling the product. <div type="Youtube" id="10fRuRwzAMg" title="Durex Extra Thin Flavoured Condoms | #FeelTheFlavour" thumbUrl="https://i.ytimg.com/vi/10fRuRwzAMg/mqdefault.jpg"></div> According to Durex’s consumer survey, over 60% of condom sales in India are in the flavoured condoms category. However, it identified a gap: the focus in the category has primarily been on flavours and not on product innovation addressing intimacy issues faced by the consumers in this segment. And that’s how the idea of launching thin flavoured condoms was born. This is Durex’s first product which is primarily made for India. Sharing the insight behind the campaign, Dilen Gandhi, Regional Marketing Director, South Asia – Health &amp; Nutrition, Reckitt said, “The objective of the campaign was to get everyone talking about it. This is the first time we have created an innovation specifically for the Indian market. To make people aware of this innovation, we decided to take the ‘classic Durex route’ -- create a campaign that could actually lead to a lot of conversation. The difference between Durex’s advertising and many other brands is that we put consumers at the heart of our marketing. Our campaigns always have something intriguing, which pulls the consumer in and this time, this whole notion was bedroom distancing. We take something that is topical, this time, unfortunately, it is the notion of social distancing and combine it with something unexpected, which is what leads to conversation. Reduction of distancing here is in with the promise of the product to bring both partners, physically and emotionally, closer.” Durex partnered with 12 influencers and celebrities to create buzz around its launch. It followed a simple filtering system: how popular is the influencer among its target audience, how well does their market image fit with Durex and how credibly will the influencer convey the message. It is due to the brand’s partnership with influencers that there’s a lot of chatter on social media around its campaign and Gandhi is hoping that this would translate into ROI and sales on the ground. <cmsannotation type="cmsannotation" annotationid="Becoming the second largest player in 6 years" text="Becoming the second largest player in 6 years">Becoming the second largest player in 6 years</cmsannotation> Condoms are still a hush-hush concept in India and condom marketing is an equally tricky business. So it is important for condom brands to create conversations that are risque and yet tasteful, and Durex has mastered it over the years. It is because of its strong marketing strategy that the brand has grown from strength to strength. Six years ago, when Reckitt launched Durex, it was competing against Manforce with a 32.4% market share, followed by Moods, Skore, Kamasutra and Kohinoor. In 2017, it onboarded Ranveer Singh to cater to India’s youth. In 2019 came its revolutionary campaign, Orgasm Equality and Durex started working on building an inclusive conversation in the category. With its Bees and the Birds campaign in 2020, Durex upped its marketing strategy by catering to adolescents through art and literature. When most brands in the category objectified women, Durex spent huge marketing dollars changing the narrative, targeting them and establishing itself as a brand that cares about making a difference. Its active moment marketing has also helped Durex stay on top of the mind. According to Neilsen, the condom category is dominated by Manforce with a 32.4% share in value, followed by Durex at 13.8%. So we asked Gandhi about what worked for the brand, it's larger marketing strategy and success mantra. He said, “The most important metric for us is, obviously, business results. We are very focused on ensuring that every marketing dollar that we spend gives us a return in terms of business results. The leading indicator for us is driving conversations, sentiment, reach, and frequency. Ultimately, we are looking at equity.” “Our marketing objective has always been to normalise talking about sex in India. Now, the challenge for us is how do we keep getting better,” added Gandhi. For the rest of 2021, Durex would be focusing on making its Thinnest Flavoured condoms more available in our country and working on campaigns that redefine pleasure “It is more than just a market share game for us. It is about shaping the category, we try to offer the unexpected to our consumers. While we are focused on business results, we believe results will come not just from market share but by redefining the category which is far more equal, inclusive and pleasurable. We want condoms to be something which is normal for everyone, something that is used for pleasure and not just for protection. Apart from that, making sure that our Thinnest flavoured condoms are available more and more is definitely a big focus area. The smaller towns are going to be a big focus area too. This innovation was created for the non-metros,” shared Gandhi.

How Durex cleverly uses influencer marketing to trigger conversation around its new product launches

<ul><li>As <keyword id="2796952" type="PERSON" weightage="20" keywordseo="Manforce-Condoms">Manforce Condoms</keyword> launches its latest campaign, we take a look at the brand’s communication journey and dissect its marketing strategy on different mediums. </li><li><keyword id="4921166" type="PERSON" weightage="20" keywordseo="rajeev-juneja">Rajeev Juneja</keyword>, CEO, <keyword id="146847" type="COMPANY" weightage="20" keywordseo="mankind-Pharma">Mankind Pharma</keyword> walks us through this journey and speaks about the challenges faced by a condom brand in India, its increasing focus on becoming a socially-responsible brand, goal to increase its market share to 50% and overall marketing strategy. </li></ul>Commercial condom market has witnessed a huge change in its style of communication. From talking about birth control in late 90s to the act of lovemaking in early 2000 to engaging in safe sex, it has come quite far. In the last three years, sexual wellness giant Manforce Condoms has shifted its communication strategy to try to position itself as a socially-responsible brand. It took the internet by storm in 2017 for its campaign #ShutThePhoneUp, which aimed at driving awareness about the risks associated with recording one’s private moments on the phone. <div type="Youtube" id="WpHVkc3LmJM" title="Manforce- Shut The Phone Up" thumbUrl="https://i.ytimg.com/vi/WpHVkc3LmJM/mqdefault.jpg"></div> And now, Manforce Condoms has launched another campaign with a social message. This time, the sexual wellness brand is talking about curbing the rise in child pornography. <div type="Youtube" id="LyqXjGdWmtM" title="Manforce | Choti Gudiya | #ProtectChildhood" thumbUrl="https://i.ytimg.com/vi/LyqXjGdWmtM/mqdefault.jpg"></div> Titled #ProtectChildhood, the campaign wants to give a message to all parents to be vigilant, keep a check on their kids and try to look for truth beyond what they see. According to India Child Protection Fund (ICPF), there has been an alarming rise in the demand of child pornography since the lockdown. A leading pornography website also revealed that traffic from India has increased by 95% as compared to the average traffic pre-COVID. As per another report submitted to the National Crime Records Bureau (NCRB), there were more than 25,000 cases of suspected child pornography. Speaking about why the brand decided to work on this campaign, Rajeev Juneja, CEO, Mankind Pharma, said, “Children are naive and vulnerable and they need to be monitored 24X7, it is the responsibility of the parents to keep their childhood intact. In the lockdown, children have started spending more time on the internet, especially with the new normal of online classes during the Covid-19 pandemic.” After Manforce Condoms came across the research study, it wanted to reach out to as many parents as it can. Juneja added, “For us, responsibility towards society comes first. So, we wanted to inform and make parents aware of the sharp rise in the content of child pornography and give a strong message to #ProtectChildhood. Through our campaign we request and urge parents to not leave their children unattended and have complete control over their online activities. They should have regular conversations and build a friendly relationship with their children, and keep them informed of the current situation. While the internet has many positives, it does have a dark side, and it's the responsibility of the parents to not leave their children unsupervised.” Manforce Condoms’ marketing strategy Most ads in the commercial condom category focus more on the sex appeal and pleasure of sexual attraction. But sex is still a taboo in India and condoms brands can start a conversation to bring about change and erase the stigma around it. There are so many topics that Indians feel uncomfortable discussing such as women enjoying sex, sex toys, social issues related to sex such as early pregnancy, abortion, etc. With ShutThePhoneUp and #ProtectChildhood, Manforce Condoms did talk about something very important. However, Juneja says that the brand is just getting started and it intends to strengthen its position as a responsible condom brand. He said, “As a responsible brand in the category, we believe in spreading the message of safe sex, safety can be from numerous things within this space. Our #ShutThePhoneUp series helps reach the right audience and give out a strong message on how to keep themselves protected and be aware of their surroundings. We intend to add more wings in this basket of communication and spread awareness.” Manforce Condoms uses every opportunity it can to connect with its consumers. Last year, it even explored movie marketing with Luka Chuppi. On why Luka Chuppi was the perfect fit for the brand, Juneja said, “Manforce indulges in movie marketing when the association is lucrative and the brand manages to garner significant engagement. The brand associated itself with Luka Chuppi<a href="https://en.wikipedia.org/wiki/Luka_Chuppi"> </a>as an official collaboration, resulting in embedded marketing as well as social media promotions and we got a chance to break the stereotypes, weave narratives and put forth content that is rich in quality. It was a seamless integration in the story line and yet served as a reminder to our audiences.” <div type="Youtube" id="pvtr718bf4c" title="Manforce Condoms | Luka Chuppi | Maddock Films | Kartik Aaryan, Kriti Sanon" thumbUrl="https://i.ytimg.com/vi/pvtr718bf4c/mqdefault.jpg"></div> It even played a prank on its consumers once by announcing a fake launch of an absurd desi Achari flavour and went viral. “Manforce Achari was a Prank launch meant to increase our page engagement and traction which it very well did. Our audience was left in splits after this post. Truly Indians prefer the desi twist in their flavours,” said Juneja. When it comes to social media, Manforce Condoms is known for its moment marketing. Today, consumers are addicted to social media platforms and they live in the moment. Juneja said that it's very important for the brand to catch the attention in that time span and they never miss an opportunity to maintain regular engagement with its audience. From cricket updates to Google changing its logo, Manforce Condoms has tried to latch onto every moment that breaks the internet. It continues to thrive on this model. “Social media has been a great platform for us to engage with our consumers, with the scope of narrow targeting we can connect with the right consumer with demographic, geographic &amp; interests,” said Juneja. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Its brand endorser <keyword id="836886" type="PERSON" weightage="20" keywordseo="Sunny-Leone">Sunny Leone</keyword> has also helped the brand carve a niche in the market and increase brand recall rate. “Almost all our Main Product Ads with Sunny Leone have always managed to give us a phenomenal response across all media,” said Juneja. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Challenges of communicating in the commercial condom market It is not easy to operate in a market that needs more awareness but has the most restrictions. As a condom brand, you always have to find the thin line between sleazy and sensual. So, in a society, where there are numerous restrictions, Manforce Condoms has learnt to play safe over the years. Speaking about the media restrictions, Juneja said, “Restrictions continue on traditional channels be it TV or OOH as well in digital space. However, there are few platforms that have helped us a lot to connect with our consumers, specially youth. The platforms are social media, in-film integration &amp; Airport Branding. Airport Branding in the major metros have high traffic influx thus giving us required eyeballs. This media choice has worked positively for the brand.” “Over the time, we have changed our creative look and feel by using subtle and sober images but yet suggestive in terms of their message. A lot of tweaking has been done in terms of film production. We try to ensure there is less ‘skin show’ and more focus on the message. Thin line between lovemaking and vulgarity is very sensitive, we are really cautious and critical of the creatives that go out in the media. The key is to keep the portfolio strong and be relevant to your audiences in terms of the communication strategy. We have learned to operate well in the given restrictions,” added Juneja. Growth story of Manforce Condoms During the lockdown, e-commerce platform Snapdeal saw a 30% increase in the sale of condoms driven by demand from non-metros. More people started ordering condoms online. As a result, Manforce Condoms also saw an uptick in the initial period. “The sales of condoms did see a boom with everyone stocking up in advance. However, with the unanticipated nationwide lockdown that continued for the next two months, there was a drop in sales but not due to the decrease in demand, but mainly because of the temporary supply challenges,” shared Juneja. With life coming back to normal, and the government easing the lockdown, condoms are witnessing a steady sale. Adding on how the revival period has brought cheer for the brand, Juneja said, “The numbers have been fluctuating since the lockdown, however its temporary owing to basic restrictions and apprehensions that the pandemic has brought about amongst individuals. The nation had come to a standstill with the lockdown. Now each one of us is getting accustomed to the new normal and adapting ourselves back to routine and regular lifestyle, the brand is witnessing a steady growth in sales. In the month of August, unlike the category and rest of the brands, we have seen 2% positive growth and spike in Market Share going up to approximately 32%.” Mankind Pharma’s Manforce Condoms is the largest seller in the category. As per IQVIA Consumer Health Retail Audit Data – MAT, Manforce Condoms had a 32% market share in August 2020, followed by Kamasutra at 9%, Skore and Durex at 7%, along with the local brands. By closely engaging with its consumers and continuing to spread awareness around safe sex, Manforce Condoms intends to increase its market share. “We intend to increase our MS and reach the 50% mark by 2022-23, all our strategies are aligned in this direction,” said Juneja. Rural India contributes approximately 30% to the total Rs 1500 crore condom category and Manforce Condoms’ Pan, Banana, Jasmine flavors are a hit in rural areas. “There is indeed a wide scope of expansion in rural India. Manforce has worked on the bottom to top pyramid approach with the strongest distribution network of stockiest and wholesalers. Our brand endorser, Sunny Leone also gives us better connect due to her popularity amongst the masses,” said Juneja. However, with power comes responsibility and therefore, Manforce Condoms is trying to move towards becoming a more responsible brand everyday. Juneja said, “Manforce being a leading brand in the category has a larger responsibility in addressing relevant issues related to safe sex with an appeal to enthusiastic lovers to have protected sex. It is very much important to educate the people about the benefits of using condoms while having sex, as it helps to protect them from having AIDS and other serious diseases and also it helps in controlling population.”

Manforce Condoms aims to capture 50% market share by 2023

<ul><li>As compared to last year, there has been a 30% increase in the <keyword id="8398768" type="UNKNOWN" weightage="20" keywordseo="sale-of-condoms">sale of condoms</keyword> driven by demand from non-metros. </li><li>The growth driven by lack of access to variety, hesitancy to purchase from the store.</li><li>Popular condom brands on Snapdeal include Durex, Kamasutra, Skore, Kohinoor, and Manforce.</li></ul>Snapdeal has revealed that 56% of condoms on its platforms are bought by the audience sitting in Tier III cities and beyond. As compared to last year, there has been a 30% increase in the sale of condoms driven by demand from non-metros. Eight out of ten orders of condoms were from non-metros. 56% of the demand from non-metros was from Tier III cities like Imphal, Moga, Aizwal, Agartala, Ernakulam, Malapuram, Shillong, Silchar, Udaipur, Hissar, Nagaon, Bardhaman, Dibrugarh, Kanpur, and Ahmednagar. Sexual health wellness and population control is an important focus in India. The growth and demand for condoms on Snapdeal is driven by a lack of access to a huge variety in non-metros. As Snapdeal has a discreet shipping policy for these products, users have also become confident and more open to buying condoms from the platform. “Considering the continuing hesitation around the subject of sex and its education, people are still reluctant to purchase condoms from a store. Online marketplaces have become a go-to place as it provides discreet and hassle-free purchase, which has led to increasing volumes,” says a Snapdeal spokesperson. Popular condom brands on Snapdeal include Durex, Kamasutra, Skore, Kohinoor, and Manforce. This National <keyword id="34644" type="PERSON" weightage="20" keywordseo="World-AIDS-Day">World Aids Day</keyword>, Snapdeal launched special discounts of up to 50 percent on bestselling condoms. The offer runs for the entire week. Snapdeal has put together a range of over 600 different condoms.

Snapdeal reveals 56% of sale of condoms on its platform comes from Tier III cities and beyond

Every year since 1988, <keyword id="34644" type="UNKNOWN" weightage="80" keywordseo="World-AIDS-Day">World AIDS Day</keyword> is held on December 1 providing an opportunity for people all over the world to unite in the fight against <keyword id="6363554" type="COMPANY" weightage="100" keywordseo="HIV">HIV</keyword> and lend their support for people living with HIV while remembering those who’ve lost their lives fighting it. 
 
While it is estimated that globally there are approximately 34 million people living with the virus, closer home there is an estimated 10 lakh people living in India who’ve been diagnosed with HIV. This, despite the country’s satisfactory run of its AIDS control programme which has managed to register a 57 percent decrease in new infections in the past decade. 
 
As is the case with the fight against every disease, awareness is the key. And, in case of <a href="http://www.businessinsider.in/searchresult.cms?query=HIV">HIV</a>, battling stigma and discrimination becomes all the more sacrosanct too. 
 Doing their bit on this World AIDS Day, hyperlocal quick-delivery service <keyword id="2466939" type="UNKNOWN" weightage="80" keywordseo="Grofers">Grofers</keyword> and taxi aggregator <a href="http://www.businessinsider.in/searchresult.cms?query=uber">Uber</a> have taken it upon themselves to make a genuine effort to help raise awareness about HIV. 
 
Gurgaon-based <a href="http://www.businessinsider.in/searchresult.cms?query=grofers">Grofers</a> is offering its customers one premium KamaSutra SKYN condom for free the whole of today as a part of its initiative for World AIDS Day. 
 
 
 
It is possible for a customer to checkout on the app only availing of the free <a href="http://www.businessinsider.in/A-condom-shortage-is-distressing-India-in-moreways-than-one/articleshow/49685994.cms">condom</a> and not any other item. However, the quantity of the condom is restricted to one. 
 
At a time when India, as a country is still shy discussing about sex and instead is happy to treat the subject as a taboo, it’s heartening to see a startup leading the way in shaping a discourse towards discussions related to the importance of protection. 
 
Uber on the other hand has joined hands with (RED) in a bid to enable riders to drive towards an AIDS-free generation. 
 
The organization (RED) which has been working towards spreading awareness about AIDS, has set its sights on eliminating mother-to-child transmissions of HIV globally by 2020. On its part, Uber has ensured that its riders in more than 150 cities nationwide get an opportunity to join in on the fight on Tuesday by choosing to ride (RED) and donate $5 above their normal fare. 
 
The red ribbon is widely considered to be the symbol of AIDS awareness. 
 
On their website, Uber has also announced that cars in the app will turn red to drive awareness around the cause around the world. Riders can choose the (RED) option in the app to choose their ride, which will be the same as usual. 
 
At the end of the trip, an SMS will be sent to the rider asking if they would like to donate $5 to the Global Fund and riders are expected to reply with a YES.

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