industan Latex in association with The Female Health Company (FHC), London has launched a female condom in Chennai. Confidom - Passion Rings for Women, as the product is called, is being labelled as the first commercial brand for women-initiated barrier contraception. Hindustan Latex will import close to two million female condoms from FHC, London. Confidom will be sold through retail outlets at Rs 250 for two pieces.

Confidom is being presented as a premium product. Priced higher than male condoms and pills used by women, it is targeted at the upwardly mobile section of society. Says Rajeev Kumar, product manager, consumer business division, Hindustan Latex, "The end user for Confidom belongs to SEC A+ and is between the age 20 and 35, usually highly educated. They are hard working and status conscious and like to be associated with brands. If a woman buys the product, she is expressing her affection for her partner and if she is gifted with Confidom, she is obviously loved by her partner." ... more