It is no March 8 and all the paraphernalia that day is feted with, being international women’s day. Yet, for what it’s worth, November 19, today, is international men’s day, and apt to talk about one of the less talked about topic that men may have on their minds 24/7, but less talked about, much less dealt with in the right manner – sex.
But thanks to a proliferation of D2C (direct to consumer) startup companies, often operating solely as online e-commerce stores, urban Indian men at least are making a beginning, sweeping away the cobwebs of taboo, stigma and lack of knowledge clouding the topic of sexual well-being.
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Industry research puts India’s sexual health market at a booming one billion dollar and growing at a compounded rate. While a good chunk of it may be in the grey market of questionable ‘medical’practices, condom sales form a big bulk of it. That is also an issue, as the only sexual well-being product in mainstream retail in the country is this product which caught the seal of approval from the authorities for its contraceptive and anti-infective qualities. Unlike in more progressive countries, Indians still had little access to sexual health products, from those promoting personal pleasure to effective remedies for concerns like erectile dysfunction (ED) and premature ejaculation (PD).
But that is changing now.
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A host of startups like BoldCare, MyMuse, LoveTreats, Sassiest and The Sangya Project are injecting some much needed shake-up to a country that has till now believed that actions speak louder than words, at least going by its population explosion. But talking is also necessary, essential for information and empowerment.
“As Indian men are facing these issues (like ED and PE) earlier than global averages, they are often confused and unprepared to manage them efficiently. They struggled to understand why it was happening and what solutions to seek,” said Rajat Jadhav, co-founder and CEO of Bold Care
“I think that narrative has changed as of now because men realise that this is not uncommon and easily manageable with science-backed, validated sexual health solutions. By incorporating lifestyle changes and overcoming their internal stigma, they are able to regain their confidence and address it with a better perspective,” he added.
While earlier many had to settle for unani products or Japani oils bought from a drug store (Jadhav himself came up with the idea for Bold Care after noticing that 40 per cent of the orders on his e-pharma startup were for sexual health products) or even a quack, the advent of the D2C digital sites has been a big differentiator – men could buy authentic, scientifically-backed products conveniently and discreetly.
Discreetness is also not an essential, if one goes by the social media campaigns of MyMuse, which has typical ‘boy-next-door’ types vouching for the effectiveness of what it calls ‘self-help massagers’. MyMuse co-founder Anushka Gupta was quoted by Inc42 saying, “We wanted to normalise the discourse around physical intimacy.”
Popular products from Bold Care include ‘extend delay spray’ as well as stamina support tablets, while lubes and oils are a popular staple for most players. Another big winner? Condoms, lubricated and flavoured ones the most preferred by Indians.
By building an online brand with science-backed sexual wellness solutions, we wanted to help men move away from unverified Unani products and Japani oils to expert-backed, clinically validated solutions. With the privacy and ease of purchase, we knew it could be a game-changer in the sexual wellness space," said Jadhav.
When MyMuse reported a revenue of Rs 15 crore in 2023 or Bold Care claims it is one of the fastest growing condom sellers in the country, the future of sexual wellness products in the country seem to be up, up and away (pun not intended). Reputed backers the companies have been getting, from actor Ranveer Singh for Bold Care and Trifecta Capital for MyMuse, also indicates the traction the field is getting.
