This study emphasizes the importance of benefit orientation and the competitive advantage of benefits accrued from an improved social product vis-୶is a current social product as components of a social marketing strategy in order to improve the effectiveness of behaviour change attempts. The views towards female and male condoms of 1939 female sex workers (FSWs) from nine cities in five states of India were investigated. FSWs perceived better peer and male client support, and a more attractive marketing strategy for female condoms over male condoms and thus were likely to use female condoms.