Qualitative Assessment of the Contraceptive Social Marketing Program of the Government of India
Client Name: United Nations Population Fund (UNFPA)
Location: Rajasthan and Jharkhand
Background Context: The Contraceptives Social Marketing (CSM) program was founded on the principles of Social Marketing. In 1968, India became the first country to initiate a social marketing program for contraceptives with the launch of the Nirodh brand of unlubricated condoms, to provide impetus to a market for contraceptives, and Oral Pills were added in 1987. The program was driven through Social Marketing Organizations (SMOs), which were also provided with both program and product subsidies to reach the bottom of the pyramid (BoP) segment, especially in hard-to-reach geographies. SMOs achieved this through an extensive sales and distribution network supported by investments in category promotions for family planning. The investments and efforts made through the program led to the evolution of a multi-faceted market for contraceptives, especially for condoms.
Objectives
This study was commissioned by UNFPA in 2019, to capture market trends, identify gaps in program implementation and suggest potential solution pathways.
Approach and Methodology
- Method/ Design: Secondary review, qualitative methods. the study adopted a qualitative methodology and aggregated inputs from both macro-level and micro-level stakeholders of the CSM program ecosystem.
- Key Respondents/ Informants: At the macro level, representatives of the Ministry of Health and Family Welfare, SMOs and manufacturers were interviewed. At the micro-level, State and District officials and supply chain actors in two States (Rajasthan and Jharkhand) were interviewed. Additionally, secondary data from various sources were analyzed to identify market trends.
- Key Areas of Inquiry: Understand more recent contraceptive trends in the market, and contraception access within the next round of NFHS so as to inform the CSM program on an ongoing basis.
- Sample: Qualitative (12)
Impact
The assessment results and recommendations were presented to the Ministry of Health and Family Welfare, Government of India. The assessment provided valuable recommendations for enhancing program management and improving the procurement and promotion of contraceptives as part of the social marketing program.
Contact
17/109, Lower Ground Floor, Vikram Vihar, Lajpat Nagar IV, New Delhi – 110024