Durex launches Naturals Smooth Glide condoms in India with 2X more water-based lubricant
Reckitt’s Durex has introduced Naturals Smooth Glide condoms, positioning the launch around improved comfort and vaginal-dryness awareness. The India rollout is supported by the ‘Ahgasm’ campaign from Havas India.
What happened
Durex launched Naturals Smooth Glide condoms in India, featuring 2X more water-based lubricant. Reckitt positions the product around addressing discomfort from
Key facts
- 2X more water-based lube
- 1 in 3 women
- Durex Global Sex Survey 2024
Why this matters
Durex’s campaign-backed entry into vaginal-dryness-oriented sexual wellness highlights the strategic value of adjacent intimate-care brands, education platforms, and distribution partners in India.
What to watch
- Availability and ranking of the SKU on Amazon, Flipkart, Blinkit, Zepto, Swiggy Instamart, Tata 1mg, and major pharmacy platforms.
- Repeat-purchase signals, review language mentioning comfort or dryness, and the share of sales coming from multipacks versus trial packs.
- Whether the Ahgasm campaign generates regulator, platform, or social backlash that limits media reach.
- Durex lubricant sales growth and cross-purchase rates following the condom launch.
- New comfort-, lubricant-, or vaginal-health-positioned launches from Manforce, Skore, Moods, and private-label sellers.
- Distribution expansion into general trade and Tier 2/3 cities versus continued concentration in metros and online channels.
- Expand Naturals Smooth Glide into quick-commerce, pharmacy chains, and discreet marketplace storefronts where private purchasing lowers stigma.
- Bundle the condom with Durex water-based lubricants or offer trial-size lubricant sachets to convert a comfort claim into a broader sexual-wellness basket.
- Use gynecologist, sexual-health educator, and women-led creator partnerships to validate vaginal-dryness education while avoiding overtly explicit advertising constraints.
- Test localized language, smaller pack sizes, and value multipacks to broaden adoption beyond metro consumers.
- Competitors are likely to introduce extra-lubricated, water-based, or 'natural comfort' variants and intensify pleasure-oriented communication.