How Indian PR industry can normalise conversation on sexual wellness

Authored by Neha Chandra, Healthcare Communications Expert

A conversation that starts in the bedroom and revolves around self-discovery, intimacy, and experimentation. Why then does an intimate matter such as sexual wellness and sexual health need to be discussed outside the bedroom?

The sexual wellness industry in India generated $1.15 billion in 2020 and is expected to reach $2.09 billion by 2030 (source: Allied Market Research). Brands such as Sassiest, Gizmoswala, Salad, IMBesharam, Sangya Project, are trying to penetrate the Indian market, reaching out to those who are willing to explore, enlighten themselves and cater to their needs and those of their partners.

However, it isn’t easy for these brands to reach out to consumers, let alone create a want in a new audience. Simply because as Indians, we are deeply caught in taboo and embarrassed of talking about our sexual needs and desires. Packaging continues to be discreet and the word “sex” or “sex toys” still comes out in whispered tones. We don’t know when we will see sex education as a chapter in the school curriculum and we certainly second guess the idea of trying something new.

While these brands are aiming to create their space, knowledge continues to be scattered. In a bid to create their mark, what is amiss is a uniform communication channel to spark dialogue on a concern that everyone is trying to market in different forms. This is where the Indian PR industry needs to step up and bring together a wide range of brands under the sexual wellness gamut.

PR focuses on awareness-centric conversations over product-led and that is what the sexual wellness industry in India needs presently. There is a dearth of products from menstrual to masturbation needs but it also brings consumer fatigue in having to first accept their bodily needs and then look for the right product. With explainer videos and audio content, PR can help ease the terminology floating around and assist the buyer to make an informed choice. To weave stories, PR professionals can work with journalists to create magic through articles, videos, and audio content and make conversations about intimate health, less intimidating and awkward. An educational interview by a reputed media house such as NDTV on reproductive health will have a greater goodwill impact than direct product promotion.

PR can help create communities where people with similar experiences can find their voice and confide in and exchange ideas, thereby becoming aware of their desires and looking out for products that cater to their needs. This will allow not just the exchange of information but also of resources and where to access data from. Brands can become closely involved with such communities to understand their audience better and create meaningful product.

With the wide network of clientele that a PR agency has, it is easy and beneficial for us to bring together like-minded brands for fruitful collaborations. When brands come together to support a healthcare issue such as on World Menstrual Hygiene Day or World Sexual Health Day, it helps expedite awareness and generates curiosity. PR can play a huge role in eliminating the layer that exists between established corporates such as legacy pharmaceutical and medical devices companies and new-age startups, to work in tandem to support consumer awareness and purchase decisions. These collaborations can be more strategic by working toward writing research papers and data-led studies to innovatively push their agenda.

PR is an extremely powerful way of getting all the stakeholders in one room and so with the aid of social media influencers, content creators, and healthcare specialists like sex therapists and gynaecologists, we can advocate for the cause. A generous blend of young voices comprising millennial doctors and sexuality educators who have taken to social media as well as veteran doctors who know the subject matter can help the target audience understand better.

COVID allowed PR firms to seek value in the healthcare sector and to work towards its expansion. The sexual and reproductive industry forms a significant part of this sector. However, little to no attention has been given to this industry, primarily because of the inhibition and discreetness attached to it. Now, is the time for the PR industry to use its network and power of persuasion and bring the sexual wellness industry in India to the mainstream. This is the chance for PR to foray into an untapped market and normalise conversations around sexual health and activity.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

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