This document summarizes information about an Indian condom manufacturing company. It establishes that the company was founded in 2003 and is a leading manufacturer with 15% market share in India. The company's mission is to make sexual wellbeing products as socially acceptable as other daily products. Its goals include increasing market share in India and globally. The document outlines the company's expansion plans, R&D initiatives to differentiate its products, and plans to enter the Brazilian market through a joint venture.

2. Assumptions
•Company established in 2003
•HQ. in Kottayam, Kerala (Land of Latex)
•Leading company with 3rd
in market
• 15% market share (i.e. 200 million
pieces)
•Turn over of 500 million
• Raw material - 30% import, 70% HLL

3. Mission
“To make contraceptive as socially acceptable
as toothpaste and safer sex as second
nature as of wearing a seat belts. We want
to be known ourselves as number one for
sexual wellbeing.”

4. Goal
• To help people in overcoming shyness
in buying sexual health care products.
• To achieve ROI of 20% within 4 years.
• To capture 50% share of domestic
market and 5% rest of world.
• Creating global brand value.

5. Current Indian Scenario
• Condom Industry growing by 15.2% p.a.
• According 2005 India is second with 2.9
billion pieces after Thailand.
• 10 billion pieces required by 2010.
Current Growth
0
3
6
9
12
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Pieces (in billions)
Year

6. Competitors

7. Expansion…
• Deploying new production house in
Orissa and Thailand.
• Warehouse in Nagpur to cover North
and north-east India.
•Cost of Ownership is less
•Going to be a Metro City
•Center of India
•Infrastructure is highly developed

8. Raw Material - Thailand
• Cheaper rates as compared to HLL
• Thailand – International latex hub
– Central position
– Largest latex export
• Free Trade policy.
• Buying of Rubber plantation
– Less cost
– Permanent source of Rubber for India

9. Differentiator
• Patented technology, Xeromine
– It reduces side-effects for pills by 50%
• Sleek technology, IPR
– Elastic increase by 60%
– 50% decrease in Failure rates
– Sensitivity increase by 30 %.
• Syno Technology, IPR
– Specialized efficient process to develop
synthetic condom.
Xeromine
TTPT (TTK)
Anshellys
(Ansell)
Others
0
20
40
60
80
Xeromine TTPT
(TTK)
Anshellys
(Ansell)
Others
Side effect Analysis
0
20
40
60
80
Sleek TTPT
(TTK)
Anshellys
(Ansell)
Others
Failure Rates

10. Cashing R&D
• Using Sleek technology, to develop
condoms in Orissa & Thailand.
• Scale for economy, to decrease cost of
production.
• Condom with low cost and high quality.
• Pills with less side effects.

11. International Expansion
• Brazil is the 5th
largest condom market
in the world.
• Largest and most populous country in
Latin America, covering 34 % of market.
• One of the growing economy in world.
• By 2012, 650 million condoms needed.
• Unbalanced demand supply.
World Condom Market
USA
19%
Canada
15%
Japan
13%Uk
10%
Brazil
9%
Rest of
world
34%

12. Why not export ?
• Condom imports into Brazil are subject
to import duty of 16%.
• Need for GMP license
• Tough standards by Brazil
Good Manufacturing Procedure International standards in terms of
weight, dimension, durability and
resistance.

13. Joint Venture
• Adam & Eve – Natex Venture(60-40)
– Safe entry in unknown market.
– Help us to understand market.
• Syno Technology will be shared
• Why only Synthetic condom ?
– Locally produced latex condoms are below
International standards.
– Difficulty of use and insensitive with latex
condoms.
– Thus people don’t use local latex condoms.
Current Players (Brazil)
• DKT-Brazil
• Libbs Farmaceutica
• Ansell Limited
• Natex Limited (10 % approx)

14. Distribution
• Distributor - 60 %
• Social Marketing - 18 %
• Direct Retailing with Hotels and cruze- 6 %
• ATM ICICI + HDFC {Tie Up} - 9 % {24*7 availability,
presence in all cities}
• Highway Petrol Pump - 2% {truck driver, 24*7 availability}
• Ecommerce - 5 %
Distribution Strategy
70
20
10
0 0 0
60
18
6
9
2
5
0
10
20
30
40
50
60
70
80
Distributor Social
Marketing
Direct
Retailing
ATM Tie Up High Way
Petrol
Pump
E-
Commerce
Category
Percentage
2003
2008

15. Another Dimension
• Tourism is expected to increasing rapidly.
• Thus tie up with Honeymoon, weekends
packages, hotels, cruise etc.

16. Thanks