Iconic condom brand Kamasutra turns 20

The iconic condom brand, Kamasutra that Gautam Singhania, the Chairman and Managing Director of Raymond Limited launched in 1991 celebrates its 20 years of successful business today. KS, as it is called in short by industry and consumers alike is a JK Ansell brand and is India's leading condom brand in metro markets.

Remembered at the time of launch for its bold advertising, the KS campaign sizzled on television screens in the 1990s with its sensual messaging, when the condom industry was then operating in the safety space.

Reminiscing about the launch, Gautam Singhania, Chairman and Managing Director, Raymond Limited said, "At the time of its launch, KamaSutra ads faced resistance in the form of accusations of challenging conservative Indian sensibilities. The brand faced the challenge of media channels refusing to carry KamaSutra's bold advertisements. However today, the brand is a grand success in terms of consumer acceptance. We are the leading condom brand, especially in urban and metro markets.

Still remembered by all for its bold concepts and visuals, KamaSutra may well be said to have pioneered sensual advertising in India."

JK Ansell is a 50:50 joint venture between the Raymond Group and Ansell International for manufacturing and selling the popular 'KamaSutra' brand of condoms and personal care products.