Reckitt Benckiser has launched a new format for its Durex brand, Durex Jeans, in India. The popular condom brand will now be sold in sachets – each containing two condoms, and priced at Rs25, according to a report published by Live Mint.
The sachet-format has proved popular in shampoo and laundry detergent, enabling consumers to buy branded products with a smaller initial outlay. Durex Jeans represents RB’s first pricing compromise on the market and is thought to be aimed at stealing share from market ladrs Manforce, Moods and Skore.
“The packet, the slimmest condom packet in India and worldwide, disappears in your jeans pocket,” Rohit Jindal, Marketing Director for Reckitt Benckiser India, told Live Mint.