J.K. Ansell Ltd is the manufacturer and marketer of KamaSutra condoms. Its launch was probably the most significant consumer product launch in India in 1991. The brand deliberately kept away from the conservative approach in which condoms were shown as being for married couples only. It used a bold and sensual advertising campaign to position itself as a pleasure enhancer with its byline "For the Pleasure of making love".
The concept aimed to change the belief that condoms inhibit pleasure. With added features, variants and appeal KamaSutra was positioned as the brand for enhancing sexual pleasure instead of restricting it.
The use of refreshing visuals as well as original verses from the KamaSutra as an endorsing statement - that sexual acts should be pleasurable for both the partners; have successfully broke through the clutter.
Within a year of its launch, KamaSutra went on to become India 's second largest selling condom.
Our total exports, for the year ending March 2007, stood at Rs 81 million. We export condoms to countries like Chile, Peru, West Indies, Ivory Coast, Mozambique, Ethopia, Kenya, Nigeria, Sudan, Botswana, Zambia, Nepal, Bangladesh, Combodia, Phillippines, Poland, Turkey, Azerbaijan, Russia, Ukraine, Romania , Sri Lanka, UAE & Saudi Arabia. The company also exported bulk products to Ansell International for the markets of USA and South Africa.
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