The Bold Digital Marketing Moves That Made Durex India’s Second-Largest Condom Brand

When it comes to sexual wellness, Durex has become almost synonymous with reliability and creativity. The brand’s trending and bold marketing, global presence, and premium positioning have made it one of the most recognisable names in India’s condom market. Oh! Yes, the world also looks up to Durex India’s Instagram page for creative references, with a lot of kudos to the creative team behind it. 

Sad but true, despite this strong online and TV reputation, Durex still takes the 2nd seat behind Manforce, the undisputed leader of India’s ₹2,500 crore condom industry.

So, let’s delve into the journey from Zero to Hero: Durex India

1. The Rise of a Global Icon in a Local Market

Durex entered India in the late 1990s under the parent brand Reckitt Benckiser and swiftly became the face of the “urban premium” condom segment. Its social media campaigns stood out for boldness as well as elegance. 

Campaign Reference: “Do the Rex” (with Ranveer Singh) and “Feels Like Nothing” became the talk of the town with this bold movement. 

This not only made conversations about safe sex more open but also added a touch of youthfulness.

In a market long dominated by government-subsidised and mass-market brands, Durex introduced the thought that condoms could be aspirational and not just optional. This bold ideology appealed to millennials and tapped the upper-middle-class consumer base that helped it bag a 9–10% market share by 2024.

2. Why Durex Isn’t Number One: The Price and Reach Equation

While Durex dominates cities, Manforce (by Mankind Pharma) leads nationally with over 30% market share. The reason is simple: affordability and accessibility.

Durex products, often priced 2x–3x higher compared to Manforce, are sold mainly in pharmacies, supermarkets, and major e-commerce platforms like Amazon and Nykaa, targeting the upper-middle class and youth. In contrast, Manforce wants to be there for one and all, hence stocked everywhere from kirana shops to petrol pumps, making it the go-to brand for the average Indian consumer.

3. The Marketing Game: Mass vs. Premium

Manforce’s advertising focuses on mass appeal, like affordability, sensual appeal, and star endorsements (Sunny Leone’s early campaigns helped the brand skyrocket). Durex, on the other hand, focuses on more than just sex. They talk about sexual health awareness, gender inclusivity, and intimacy. Additionally, they come up with narratives that resonate with urban Generation, not tapping the small-town consumers.

This difference is strategic: The parent company, Reckitt, positions Durex as a “lifestyle” brand, not just a contraceptive product or a safe sex product. It promotes lubricants, sex toys, and menstrual wellness products under the same umbrella, which strengthens brand value but not necessarily unit sales.

4. Digital Dominance and E-commerce Growth

Durex truly excels in its online propaganda. It controls over 50% of India’s online condom sales. Quick commerce giants like Blinkit and Zepto report that Durex variants such as Extra Thin, Mutual Climax, and Air Ultra Thin are top sellers in metro cities like Mumbai, Delhi, and Bengaluru.

Additionally, the advertising agencies in India are talking about how Durex links anything and everything that's trending to their brand products. They didn’t even leave the recent iPhone 17 launch. This is what they did on social media.

These 2 competitors reflect a clear demographic divide:

Manforce = rural and semi-urban, volume-driven.
Durex = urban, youth-driven, digital-first.

5. The Road Ahead: Can Durex Close the Gap?

To become number one, Durex will need to tackle three challenges:

1. Expand affordability – Introduce low-cost packs without diluting brand value.

2. Rural distribution – Strengthen offline partnerships in tier-2 and tier-3 markets.

3. Sexual wellness education – Continue normalising conversations that build long-term brand trust.

Reckitt has already started addressing this with smaller packs and awareness campaigns tied to the #IntimateHealthForAll initiative.

The road map ahead for DUREX:

Durex may not be India’s top-selling condom brand as of today, but it has arguably done more for sexual wellness awareness than any competitor. It owns the mindshare, even if it doesn’t yet own the market share.

In short, Manforce sells more (quantity), but Durex sells better (experiential narratives) — and in the long game of brand value, that distinction matters.

At iDigitize, the best social marketing agency in Mumbai, we craft social media strategies that turn attention into action. From creative campaigns to data-driven growth, we help brands connect, engage, and stand out in the digital crowd — where every post has a purpose.