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Shandip and Ketan Shah at their NVS Pharmacy base with the Fusion condoms range they have recently launched |
Brothers: ‘We’ve solved the big problem with condoms’
Pharmacy siblings launch cheaper contraception with new image
THE roll call of famous business siblings is an illustrious one. From the Candys to Saatchi and Saatchi and the Barclays, it seems brotherly love can be a boon for business.
Now there are two new kids on the block, Shandip and Ketan Shah, proving money and blood can in fact mix.
From their modest pharmacy in Baker Street they are going toe-to-toe with Durex. The Shahs are entering a price war of David and Goliath proportions with the mighty latex corporation by launching a cut-price condom, called Fusion, aimed at young women.
They say condoms are packaged in an intimidating way and are dangerously overpriced owing to Durex’s near market monopoly.
The brothers said the long line of anxious women appearing in the shop, NVS Pharmacy, requesting the morning-after pill in place of contraception was a call-to-arms for them.
Condoms in Britain are among the world’s most expensive – with a packet of three costing £3.50. Until 2006, Britain was the most expensive country in the world to buy them, and now only Ireland and the Netherlands are more expensive.
Shandip Shah, who has run the NVS for almost 20 years, says the situation is unacceptable.
“There is still a stigma attached to buying condoms and it is mostly men that buy them,” Shandip said.
“Our idea seems obvious, but putting discreet packets on condoms is important. We need to make them cool and essential. If you drop them they don’t look like condoms and they’re not obviously condoms in a back pocket or handbag.
“You can walk in and pay for a toothbrush as well without being embarrassed.
“We have such a problem with teenage pregnancies in this country, it has become entrenched. The solution is so simple.
“We now have two generations having unprotected sex. Big groups of girls are going on holiday without any condoms because they are too embarrassed to buy them.”
Fusion condoms sell at £1.99 for a packet of three.
Shandip said: “The British public, particularly teenagers, don’t question what they pay for condoms. They fumble around with a £5 note, head down, and get out of the pharmacy as quickly as possible. Most teenagers have got a million other things they will spend that money on.
“We need to make that change.”
The brothers had the idea around two years ago, but months of research and trying to source a manufacturer pegged them back.
Eventually they found a company in India who could do the job to comply with international standards while being able to make a dent on Durex’s price.
The condoms first went out in their own store, but with a little persuasion and muscle the brothers have managed to secure a deal with around half of the independent chemists in the country.
Are the big boys quaking in their boots? It seems not.
A spokesperson for Durex said: “Research has shown that price is not a major factor in the decision-making process when people are buying condoms. Our reputation which spans over 75 years, is based on the fact we are committed to helping people have safer and better sex.”
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