Reckitt Benckiser is shifting its marketing strategy for Durex in India to target women and rural consumers, as only about 10% of men currently use condoms. With the growing acceptance of condom use among women—9.5% of married women reported using condoms by 2021, nearly double the rate from five years prior—Durex aims to address the social stigma surrounding female pleasure. The company is also introducing new products, including a revamped lubricant line, to cater to women's needs, as 30% report discomfort during sex. Despite the challenges posed by competition from brands like Manforce and the overall low contraceptive usage in India, the market is projected to grow at 7.4% annually from 2024 to 2030. Durex's recent launch of the Close Fit Invisible Condom aligns with its efforts to enhance intimacy and pleasure while maintaining protection. With these initiatives, Reckitt seeks to empower women and redefine their sexual wellness experience in a traditionally conservative market.