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Understanding the Barriers and Redefining Men’s Wellness in India


When the team at Sukham stepped onto the stage of Shark Tank India, Season 3, the air was thick with anticipation. Their pitch was not just a presentation of products; it was a conversation starter about men’s wellness—a topic often shrouded in silence. The Sharks listened intently as Sukham unfolded their story, their mission resonating through the room. The Sharks’ reaction was a mix of admiration and curiosity. They recognized the courage it takes to venture into the less-travelled path of men’s wellness. It’s a brave space, fraught with societal barriers and misconceptions. Yet, here was Sukham, ready to challenge the status quo.

Their reaction was encouraging. They saw the boldness in our mission and acknowledged the challenges we face in a society where men’s health is often a silent struggle. The sharks including Anupam Mittal talked about this, recognised our vision and agreed to the vulnerability existing among men to talk about their own sexual problems. We are in a brave space, indeed, but it’s one we chose with determination and hope.

Why Focus on Men’s Wellness? 

Men’s wellness isn’t just about selling products—it’s about lending a helping hand. It’s about realising that everyone, including men, needs support from time to time. At Sukham, we understand that talking about personal health, especially issues like men’s sexual wellness, can feel awkward. But we’re here to change that.

Why Focus on Men's Wellness

Roughly 16% of the Indian population suffers from various forms of sexual dysfunctions, with common issues being premature ejaculation, ejaculatory dysfunction, and impotence.

Research indicates that 35% of Indian men under the age of 40 experience sexual problems at some stage.

A study by the Department of Urology at Tulane University School of Medicine found that 20% of men across all age groups in India battle erectile dysfunction (ED), and 30% of these men are younger than 40.

Stepping foot into the world of men’s wellness isn’t for the faint-hearted. We’re tackling topics that often get swept under the rug. In this modern world, we often see society empowering women and challenging the related societal norms, and we as a brand truly support this empowerment, but when it comes to talking about the vulnerable problems of men, our society takes a back seat and tries to slip it off. 

But fear doesn’t scare us off. We’re determined to start these conversations because we believe that everyone deserves to feel their best.

Challenges We Encounter

Challenges We Encounter

Our journey has been a rollercoaster ride filled with hurdles:

Advertisement Restrictions

Imagine trying to advertise products that help with men’s sexual health, but you’re not allowed to say the targeted problems. It’s like trying to sell a cake without mentioning it’s sweet! We’ve had to get creative with our ads to stay within the rules while still getting our message across. 

In India, the sexual wellness market is largely dominated by condoms, expected to reach a market size of $180 million by 2022. As a brand, we’ve had to be creative and strategic in our approach to overcome these hurdles.

Overcoming Communication Barriers

Picture this: you’re trying to talk to someone about a sensitive topic, but they shut you down because they’ve been told to tough it out. To be a man! That’s the challenge we face when we discuss these problems that men face. We’re here to break through that barrier and show that it’s okay to ask for help.

Men’s sexual wellness is an area that demands attention, care, and above all, conversation. At Sukham, we’re not just addressing physical health; we’re tackling the mental and emotional barriers that men often encounter. We’re fostering a culture where seeking help and engaging in wellness practices becomes a norm, not an exception.

Discreet Delivery

We’ve learned that discreet and anonymous packaging is a significant factor for consumers when purchasing from a sexual wellness brand. This insight has shaped our delivery and communication strategy, ensuring we respect our customers’ privacy while maintaining end to end trust.

Privacy is a top priority for our customers, especially when it comes to intimate health products. To address this concern, we’ve implemented strict protocols to ensure discreet packaging and delivery. From plain outer packaging to discreet billing statements, we take every precaution to safeguard our customers’ privacy and anonymity. By prioritising confidentiality, we strive to create a safe and secure shopping experience for all our customers.

Challenging Social Norms

Imagine trying to swim against the current. That’s what it feels like when we challenge outdated ideas about men’s health. But we’re not afraid to make waves if it means creating a more inclusive and supportive environment.

Society’s expectations of masculinity can often hinder men from seeking help and taking care of their health. To combat this, we’re actively challenging traditional gender norms and promoting a more holistic definition of masculinity through our campaigns. By showcasing diverse representations of masculinity and highlighting the importance of intimate self-care, we’re reshaping societal perceptions and creating a culture where men feel empowered to prioritise their health and happiness.

Establishing Our Brand

Building a reputable brand in the competitive men’s wellness industry requires dedication and perseverance. We differentiate ourselves by staying true to our core values of honesty, empathy, and customer satisfaction. Through exceptional product quality, transparent business practices, and unparalleled customer service, we’re earning the trust and loyalty of our customers. By consistently delivering on our promises and putting our customers’ needs first, we’re establishing Sukham as a trusted leader in men’s wellness.

Our Core Message

Our Core Message

At Sukham, we’re more than just a brand—we’re a movement. We’re committed to breaking down barriers, challenging stigma, and empowering men to prioritise their intimate health and happiness. Join us on our journey, and let’s redefine what it means to be a man in today’s society. Because when we prioritise wellness, we all thrive. And, that’s the Sukham difference. 

Our journey as a startup is filled with obstacles—from advertising restrictions to societal stigmas. We strive to communicate effectively in a world that’s still learning to talk openly about men’s health. We ensure discreet delivery and maintain privacy, respecting the personal nature of wellness.

Central to our ethos is our constant counselling team of Sexual Health experts, reflecting our commitment to comprehensive support.

Bottom Line

Our appearance on Shark Tank India was a pivotal moment for us. It wasn’t just about securing investments; it was about inviting others to join us in this courageous venture. We’re here to build more than a brand; we’re here to nurture a community where men’s wellness is embraced, discussed, and prioritised.

We at Sukham are excited about the road ahead. Our time on Shark Tank India, Season 3, was just the beginning of a much larger journey. With every challenge we overcome, we pave the way for a future where wellness is an inclusive, accessible, and open conversation for all men.


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