KamaSutra (brand)

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KamaSutra
KamaSutra condoms logo.jpg
Owner J.K. Ansell Ltd. (JKAL)
Country India
Introduced 1991
Markets 70 countries
Previous owners J.K. Chemicals Ltd.
Website kamasutra.in

KamaSutra condoms is India’s second largest condom brand. It is manufactured by J.K. Ansell Ltd. (JKAL), which is a 50:50 joint venture between Raymond Group, India’s largest fabric and branded apparel company, and Ansell Limited, a world leader in barrier healthcare protection. JKAL has a condom manufacturing unit in Aurangabad in the state of Maharashtra, India with a manufacturing capacity of 350 million pieces per annum. JKAL commenced operations in 1991 and launched KamaSutra condoms the same year. Prior to the formation of the joint venture in 1996, the condom division was part of J.K. Chemicals Ltd., a subsidiary of the Raymond Group.[1]

KamaSutra has a range of textured and other special interest condoms – Dotted, Ribbed, Contoured, LongLast, Superthin, Intensity (multi-textured), Smooth (plain, extra lubricated), extra large, flared and flavored/scented condoms.[2]

Marketing[edit]

KamaSutra is known for its bold and edgy advertising that have redefined condom marketing in India. It is still remembered for its launch campaign in 1991, featuring two of India’s top models of the time – Pooja Bedi and Marc Robinson, shot by Prabuddha Dasgupta.[3] This campaign was ground-breaking because of its bold positioning and use of sensuality and pleasure, rather than safety, as a marketing platform for condoms. This was at a time when all condoms were marketed for prevention of pregnancy and as a family planning tool. It took the country by storm and catapulted the brand into becoming a top-selling condom brand in the country.[4]

In April 2009, KamaSutra condoms has launched a new viral initiative which aims at reminding youngsters to use condoms. This initiative has been designed to take advantage of a key consumer behavioral insight – sex is mostly searched, seen, found, discussed and accessed primarily using a computer. Hence, a desktop application which a keystroke sensor, KamaSutra condom pack that drops down whenever the user types anything related to sex. This application can be shared between friends through sendsomerubber.com, where a person can select the KamaSutra condom variant, insert a personalized message for his friend and then send it out. And the next time his friend types anything related to sex, this condom drops down with his message on it. So a fun yet relevant reminder from a friend to wear condom.[5][6]

Export[edit]

Besides sales in India and providing condoms to the Government of India and non-governmental organizations (NGOs), JKAL exports condoms to over 70 countries worldwide. These include Chile, Peru, West Indies, Ivory Coast, Mozambique, Ethiopia, Kenya, Nigeria, Sudan, Botswana, Zambia, Nepal, Bangladesh, Cambodia, Philippines, Poland, Turkey, Azerbaijan, Russia, Ukraine, Romania, Sri Lanka, UAE & Saudi Arabia. The company also exports bulk products to Ansell International for the USA and South Africa markets. For the year ending March 2007, JKAL claims to have had total exports worth INR81 million (US$1.4 million).[7]

See also[edit]

References[edit]

  1. ^ http://www.raymondindia.com/grp_jkal.asp
  2. ^ "JK Ansell eyes personal care products market". tradeindia. 2007-05-16. 
  3. ^ Bhaichand Patel (2012). Bollywoods Top 20 Superstars of Indian Cinema. Penguin Books India. p. 201. ISBN 0670085723. 
  4. ^ "KamaSutra’s creative foreplay". Business Standard. 2003-11-02. 
  5. ^ "KamaSutra’s desktop application". Economic Times. 2009-03-06. 
  6. ^ "User Generated". Hindustan Times. 2009-09-14. 
  7. ^ http://www.raymondindia.com/grp_jkal.asp