SEX STIMULATION PRODUCT MARKET GROWS

What the economy needs is what people are after — stimulation. Indians are buying sexual enhancement products like never before, making companies such as Dabur, Emami and Mankind Pharma launch innovative products in this segment and sell them hard. Sex stimulator, or rejuvenator, products are now the fastest-growing category in the country's pharmaceutical market, surging 19.1% to Rs 400 crore in the year ended February, according to PharmaTrac, an online database that tracks 18,000 pharma stockists across the country. This sexual revolution that's shaking up things in a dull and stressful economy isn't just about popping pills to increase libido. From vagina tightening cream and stiffness gel to special products for diabetic and asthma patients, a slew of innovative products are entering the market as increasing stress in daily life takes its toll and people shed their sexual inhibitions. "Consumers are increasingly seeking such products, but till now they had limited options by way of credible brands and companies," says Anil Kaushal, category head at Dabur IndiaBSE 2.89 %, which recently launched Shila-X oil that works as a muscle toner. "Our brands operate in the rejuvenating category, adding vitality, vigour and stamina," he says. He claims that Dabur's libido enhancer Shilajit Gold is among the country's top 10 most searched items on the Internet. One factor driving this demand is that such products are no longer considered a taboo. Also, women are opening up to sexual enhancement products. "People are becoming more aware of their sexuality now," says Dr Prakash Kothari, the country's most famous sexologist. "There are now many women coming to clinics, a trend unheard of a few years ago. And these women are not afraid to tell their husbands that if they don't perform, they could walk out of marriage too," adds the Padma Shri award winner. While roadside quacks, specialist 'babajis' and small unorganised companies have been selling magic oils, pills and powders that promised to enhance sexual performance for long, they seldom enjoyed consumer trust in both effectiveness and safety. The entry of established companies and their aggressive marketing changed that. Besides their clout in distribution and marketing, these companies brought legitimacy into the sex stimulator market.And the rest is a story of vigorous growth that is expected to go on for several years as the industry is still in its early stages and the market potential is huge. Companies are now competing to offer specialised products in line with changing consumer needs. "In today's lifestyle and stress, people are so tired that they cannot concentrate in their life," says KC Abraham, managing director of Kunnath Pharmaceuticals, makers of Musli Power, one of the largest libido enhancer products in the country. After selling just one product, Musli Power, for eight years, Kunnath added five specialised products to its portfolio last year. The company that spent over Rs 35 crore on advertising last year hopes to cross Rs 1,000-crore revenues in 2017, from Rs 150 crore in 2012. RC Juneja, MD at market leader Mankind Pharma, says increasing tension, diabetes and stress are among the primary reasons that drive these products. "While consumers are aware of these products, the taboo attached to buying these products no longer exists. Retailers maintain secrecy with their consumers, which helps," Juneja says. For others, there's always the secrecy of getting it delivered at home. In fact, Dabur has arranged a home delivery system for their products in a label-less box. Dr Kothari, however, has a word of caution: "Ignorant consumers are still desperately going after over-thecounter drugs without being fully aware if they will work. Since the past 41 years, I have seen very few herbal tonics working to negate impotence or sexual issues."