“Many weren’t comfortable discussing condoms at all. They would suggest either birth control, or to have more babies.”
Komal Baldwa started her condom company out of her own need of condoms made of organic ingredients. Photo: Michelle Job
Marketing around condoms in India are either too focused on family planning, mostly pushed by the government, or are titillating videos peddled by private condom companies. Photos via YouTube
Baldwa’s revolution might be a drop in the ocean that is the already-existing condom industry in India, which is estimated at Rs 1,521 crore ($205 million) and which has sold an estimated 2 billion pieces. But her tribe is growing – and they’re making a mark.A few months ago, Aruna Chawla, who lives in New Delhi and has a background in consumer psychology and law, founded Salad, a range of vegan condoms. One of the main reasons that drew Chawla into condom manufacturing was not just the health factor but also the fact that most women don’t buy condoms.“I was told condoms are not for me, and that a woman doesn’t belong in this industry.”
Aruna Chawla from Delhi started a conversation around not just safe condoms, but also women taking ownership of their sex lives. Photo: Aruna Chawla
Salad's packaging is discreet, keeping in mind the massive hesitancy there is among both men and women to buy condoms. Photo: Aruna Chawla
Sachee Malhotra, the founder of That Sassy Thing that manufactures plant-based sexual wellness products like lubes, pubic hair oils and even underwear detergents for all genders, told VICE that while working as a brand and communication strategist with sexual health and wellness brands in India and the U.S., she realised women’s wellness space was underserved, with a lack of representation. “Some Indian brands led by men were claiming to make products for women that were ultimately aimed to please the male gaze and feed women’s insecurities,” said the 30-year-old. “It was the same for pleasure. Vulva owners were completely ignored. Most sexual lubes are flavoured, super goopy, sticky and have artificial sweeteners, which throw off the vaginal pH levels and cause itches, rashes and yeast infections.”“Condoms are also not seen as an essential or critical product at all. The decision-making lies with men, but the adverse impact is more on women.”
Sachee Malhotra, who runs That Sassy Thing, says India's sex industry is severely underrepresented and needs an overhaul. Photo: Sachee Malhotra
Baldwa said that in the initial months of launching Bleu, the online abuse was unmanageable. She had to make her social media accounts private. “Some of the hate broke me. But I have a good support system in my family and supporters,” she said. Chawla, who also went private with her social media accounts, added that even in 2021, most Indians think talking openly about a subject like condoms is perceived as a solicitation. “If I’m talking about sex, I’m going to get dick pics. As women, we have to fight this additional battle, too.”“We’re not just selling products, we’re also in the business of empowering people to own their bodies.”
