Why condom use is so low in high population India. Condomology report digs deep

In a nation where at least 50 per cent of the population is under the age of 24 and over 65 per cent is less than 35 years old, the market for condoms has only witnessed a sluggish 2 per cent growth in the past 6 years.

In general, condom use in India remains extremely low at 5.6 per cent of the population and there seems to be no clear explanation behind this abysmal adoption. A first-of-its-kind Consumer Condom Psychology report from India titled 'Condomology' has been launched in an effort to offer some clues into the attitudes and misconceptions about condom use in India.

The report finds that despite the massive growth of dating apps like Tinder and Bumble, consumption patterns haven't moved as quickly as the number of swipes. The survey found that one of the reasons behind low adoption is the lack of awareness about sexually transmitted diseases other than AIDS/HIV and a misconception amongst the youth that they would not be impacted by the disease. Condoms are largely used only for preventing pregnancy.

For first-time or young users, other reasons include appearing too promiscuous if found carrying one; men believing that protection will reduce pleasure; fear of killing the flow of the moment; fear of being judged by their partner for fumbling during use; and in women, there is also a lack of confidence in asking their partners to use one as well as a belief that it is a man’s responsibility to carry one.

In fact, procurement of protection seems to be a major hurdle for all. Where one can buy condoms from a vending machine abroad, in India, chemists control 81 per cent of the value of the market for condom sales. This mandates one-on-one interaction in a culture where social stigma just adds to the discomfort. There is a lack of awareness about what condom to buy as the already embarrassed buyer is at the mercy of the pharmacist to quietly purchase whatever product variant is slipped in his (or occasionally her) shopping bag.

Many campaigns from the government, non-profits and private companies have tried to break the culture of silence that surrounds sexuality and make it commonplace. And while efforts made in the past have been commendable, it still seems like there still remains too much ground to cover.