“If the brand has been holding on to its ranking without any advertising and marketing push, imagine what it can do if the new owner gives an aggressive nudge,” reckons Harish Bijoor, who runs an eponymous brand consulting firm. The pecking order, though, might change now, reckon marketing and branding experts. “Though KS (KamaSutra) had been maintaining its rank, it never got the push to take on Manforce,” he says, requesting anonymity. Manforce, he points out, still has a thumping market share of 34 percent. Two years later, KamaSutra is still second biggest with a 9.5 percent volume market share in March 2023, followed closely by Skore with 9 percent, according to a top industry official citing Nielsen data. Over the next few years, the brand briskly ramped up business and climbed the charts to become second biggest in volume and third in value-13.8 percent and 13.5 percent, respectively-in the first quarter of 2021. The top three in the pecking order were Manforce, Moods and Skore. In 2015, KamaSutra had a volume market share of 8.2 percent, which made it the fourth biggest condom player. India's Richest 2019: A giant leap for Mankind This year (2018) KamaSutra will don its most potent avatar,” he told this reporter in an interview in Mumbai. “Around Independence Day last year, KamaSutra actually got its freedom. “The acquisition,” Singhania reckoned, “would pave the way for Raymond to further scale up the FMCG business and unlock the immense potential of brand KamaSutra globally.”Ī year later, in August 2018, the then CEO of the FMCG business of Raymond reiterated the value of KamaSutra. The chairman and managing director of Raymond Group was alluding to buying out Ansell’s 50 percent stake in JK Ansell, a joint venture with Ansell Australia, which marked Raymond’s foray into the sexual wellness business with the launch of KamaSutra condoms in 1991. "The acquisition of Ansell's 50 per cent stake gives us the full ownership of brand KamaSutra," Gautam Hari Singhania reportedly remarked in August 2017. The ‘Complete Man’ underlined the value of owning a complete brand. KamaSutra is second biggest with a 9.5 percent volume market share in March 2023, followed closely by Skore with 9 percent, according to a top industry official citing Nielsen dataĪugust 2017, Mumbai.
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