Durex in India: The Category Normalisation Challenge

Abstract

This case critically analyzes the normalization and expansion challenge for the category, sexual well-being, in the India. Durex, which is the number one condom brand with a global market share of over 30%, is struggling to make its presence felt in India as the penetration for the category is just around 5%. The case discusses challenges of repositioning and normalization of category. Further the case discusses in depth on managing the category as per market environment and the market leader’s responsibility for category’s overall growth.