It was 2018 and we were all lauding Bollywood for Lust Stories, especially Karan Johar for attempting a short movie focusing on female orgasm. While the character of Kiara Advani found her way to 'pleasure' using a sex toy after her husband couldn't do the 'deed' for her, Paras', played by Vicky Kaushal, low libido remained undiscussed. In another Bollywood film, Veere Di Wedding, Sakshi Soni (played by Swara Bhaskar), was also seen enjoying her 'me-time' using a vibrator while her husband was away.
The point here is that in the last few years, conversations around female pleasure and sexual wellness have increased with newer brands coming in and providing an open forum for the discussion. However, are we talking about male sexual wellness with such openness? Working as a beauty editor for a few years, I have closely witnessed the growth of the sexual wellness industry in India.
We are not just talking about the launch of sexual wellness brands or the spike in the sale of intimate hygiene products, but also about the shift in the perception where sexual 'needs' now come under wellness and masturbation is pleasurably defined as self-care. However, what's also interesting to see is that similar dynamics are now being observed in the male sexual wellness industry and it's time we start giving libido industry its due attention.
Early this year, Bollywood's ace actor Ranveer Singh shook things up with Bold Care-a sexual wellness brand for men. Singh not only acted in its TVC with a popular adult-industry actor Johnny Sins but also revealed that he has come on board as the brand's co-founder.
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