‘Moods' : Power Brand

‘Moods' among top-selling condom brands in the UAE:

‘Moods,' the popular condom brand from Thiruvananthapuram-based HLL Lifecare Ltd (HLL), is now among the top three premium condom brands in the United Arab Emirates (UAE).

HLL is India's leading provider of a wide range of contraceptives, hospital products, pharma products and health care solutions.

HLL products are being exported to over 115 countries spanning seven continents, of which,‘Moods' condoms are exported to more than 40 countries.

A recent survey by AC Nielsen Moods had raised Moods, an umbrella brand, to the exalted position in the UAE.

This comes close on the heels of it becoming the first brand to be registered by the Health Ministry of the UAE.

According to the AC Nielsen report, the brand's growth in the Middle East is 33 per cent volume-wise and 47 per cent value-wise.

‘Moods' has recently been recognised as one of the 200 ‘Power Brands' in India by Power Brands of India.

Consumer Superbrand

‘Moods' has also been selected as a consumer ‘Superbrand' in India. The Rs 40 crore-property has been growing at a rate of 23 per cent over the past few years, the spokesman added.

It had recently got formal registration with the Ministry of Health, Kuwait, and the Saudi Food and Drug Authority (SFDA).

‘Moods' brand has been available in the UAE, Kingdom of Saudi Arabia, Qatar, Bahrain and Oman markets since 2008.

High quality standards, brand appeal and affordability with an excellent distribution and marketing back-up have been responsible for its success in West Asia , the spokesman pointed out.

Global brand

HLL has proved that an Indian brand can compete with global brands in terms of quality.

Registering its presence in West Asia is a significant step towards making Moods a global brand.

The 40 importing countries include such diverse markets as the UK, Ireland, Latvia, Venezuela, the Philippines, Sri Lanka, the Gulf Cooperation Council (GCC) countries and Trinidad and Tobago.

HLL foresees tremendous growth in demand for condoms in the future and has set its objective to be a leading player in this space.

HLL will be vying for a share in this market with other leading brands.

HLL has a strong distribution network in all GCC countries through channel partners. It is sold through more than 2,500 retail outlets that include hypermarkets, supermarkets, departmental stores, groceries, gas stations and pharmacies which account for more than 40 per cent of the total category outlets. HLL has also launched ‘Makesure,' the pregnancy test card in 2009, which is now available in major outlets in the GCC.