India’s contraceptive makers lust after December 31, when condom sales reach the highest for any single day in the year. This year, too, sales figures ballooned for condoms, but their market share might have got a hole from the morning-after pills. There was a decline in condom use and sales in eight states in northern India — Delhi, Rajasthan, Uttar Pradesh, Uttaranchal, Madhya Pradesh, Chattisgarh, Bihar and Jharkhand — that together comprise 45 per cent of the national condom market.
Emergency contraception was all the rage this year, given renewed awareness, thanks to Cipla’s advertisement blitzkrieg for i-Pill.
The burgeoning sale of contraception-related products is sure to shock some who might see it as a rise in promiscuity, while others will see it as enhanced sexual safety. For condoms, the week between Christmas and New Year is the busiest.
A good portion of the 3 billion pieces sold each year comes from this week, and a very good portion of that from the last day of the year. “This time, the sale in December went up by about 12%-13%, especially in the last week, when we saw a steep growth. Advertisements used for condom sale include “Bindas Bol Condom” and “Sambhog keval patni sangh, agar gair ke sang to condom ke sang” (Have sex only with wife, but if you are having another woman use condom).
Though I cannot quote the exact number of pieces that we sold (on December 31), it was definitely much more than any other day in the whole year,” said TT Raghunathan, executive vice-chairman of TTK Healthcare, which makes brands such as Durex, Kohinoor and Fiesta and sells 1.5 billion pieces annually.
