Overall condom use is reported to be stagnant. Focus of condom social marketing has been primarily oriented towards family planning with very little emphasis on disease prevention. With over 300 brands in the Indian market, the very role of social marketing was in question.

PRISM conducted a situation analysis digging into the available secondary data on condom use, reproductive health and population. PRISM identified that age at marriage increased from 18 to 26 during the past 10 years. PRISM concluded that with possibilities of sexual debut with non marital partners rather than the marital partner in the changed scenario, young males and females are exposed to higher risks of being infected with STIs including HIV/AIDS and unplanned pregnancies. PRISM recommended emphasizing more on a) targeting younger men and women and b) condoms’ disease prevention qualities than family planning together with the significance of promoting consistent use of condoms in such relationships.