Condoms from Kerala on way to bedrooms Down Under

Thiruvananthapuram, Feb 6 (IANS) City-based HLL Lifecare, manufacturers and exporters of contraceptives, will launch its Moods brand of condoms in Australia in association with Indo Pacific Enterprises, a wholesale and retailing company Down Under.

In a statement issued here Saturday, HLL said while its main markets so far were the European, African and the Gulf regions, the latest move was aimed at enhancing its reach in Australia, New Zealand, Fiji and Indonesia.

HLL will initially introduce 10 varieties of Moods, with further additions to be made in the coming months keeping in view the preferences of customers in this region.

Moods is recognised as a super brand in India, and comes in 19 variants.

According to the company, studies have revealed that the total market of branded condoms in Australia is estimated in the range of 21.7 million pieces per annum. Consequently, HLL said, it sees a huge potential in Australia and neighbouring countries.

Indo Pacific has a network of over 11,800 pharmacy outlets and presence in 31,000 supermarkets including chains such as Woolworths, Iga, Aldi, Franklins and Coles.

HLL, a Mini Ratna enterprise under India's health and family welfare ministry with five manufacturing units and exports to over 115 countries, also aims to reach customers through gas stations of Mobil, Shell, BP and Caltex.