Resource Library

"Yahi Hai Sahi!" Growing the Condom Market in North India Through the Private Sector

In June 2004, ICICI Bank initiated the Yahi Hai Sahi (meaning "This is the Right Choice" in Hindi) condom promotion project under the USAID funded Program for Advancement of Commercial Technology-Child and Reproductive Health (PACT-CRH), as part of its commitment to use the power of the private sector to improve reproductive health in India. Three of the largest private sector condom marketers in India – JK Ansell Limited, Hindustan Latex Limited (HLL) and TTK-LIG Limited - agreed to partner with ICICI Bank in this project through a Memorandum of Understanding (MoU). ICICI Bank contracted Lowe India to implement marketing and communications activities in this project. Project strategies were developed and implemented with technical assistance provided by the PSP-One project with funding from the United States Agency for International Development (USAID). In 2006, the Yahi Hai Sahi project was repositioned as Condom Bindaas Bol (meaning "Condom Just Say It" in Hindi) to specifically address the issue of embarrassment This report summarizes the project strategies, activities and results achieved in this program.