Social marketing of condoms in India. A trend analysis for the period 1981-91.

This chapter presents findings from a retail store audit of commercial distribution of condoms (CDC) in India during 1980-91. In this period distribution of condoms through commercial channels and free distribution rose from 319 million pieces to 1100 million pieces. Total CDC statistics indicate that increases were from 182 million pieces to 439 million pieces during 1980-91. Increases were similar in urban and rural areas. Sales were greater in urban areas. Sales declined by 9.7% during 1990-91. Overall free distribution increased from 45.9% to about 60% during 1980-91. However sales of condoms increased by very little in the North Zone during 1985-88. A steep increase was experienced in the South Zone during 1984-85 followed by a stabilization of sales. Sales in the West and East Zones decreased. During 1983-91 the share of condom sales in the total market declined in 9 states: Assam Bihar West Bengal Delhi Rajasthan Gujarat Maharashtra Karnataka and Kerala. Increases were observed in Orissa Madhya Pradesh Tamil Nadu Punjab Haryana and especially Uttar and Andhra Pradesh. The largest share of sales came from chemist shops (35.89%) followed by other shops (31.5%) which were mostly cigarette or other petty merchandise outlets. The percentage of retail outlets stocking condoms increased during 1981-91 from 11.9% to 14.9%. Increases varied by zone. Only 25% of villages and only 15% of very small villages had commercial outlets. Access is better in the North Zone. Better quality lubricated condoms are now in demand. Use increases of about 1% have not increased proportionate to awareness.