Godrej Consumer Products Limited (GCPL) recently acquired the assets of Raymond Consumer Care which includes the brand KamaSutra. Raymond Consumer Care CMO Pooja Sahgal spoke to Storyboard18’s editor Delshad Irani about the KamaSutra brand, one of the top Indian players in the sexual wellness category. Sahgal shed light on how the legacy brand has evolved, adopting new media and a tech-first mindset to appeal to newer generations of consumers. She also spoke about how to use technology to create safe spaces to talk about sex, category expansion and how women are leading the conversations and innovations in India’s booming sexual wellness category in India. She said brands like KamaSutra are targeting both men and women today and media plans reflect this shift from male to female category spheres. Sahgal also believes e-commerce and q-commerce are revolutionizing the category: E-commerce will do to the sexual wellness category what it did to the beauty industry in India.
#Highlights
Women today express need-states which is leading to innovation in the condom category.
Flavours, for instance, are big in India. Women are asking for more exotic flavour options. Strawberry and chocolate are passé. Lubes and massagers are the next-big-thing.
Quick commerce is helping break-in new segments and e-commerce is unlocking new growth markets in tier 2 and 3
Conversations around sex and sexual wellness being normalised through tech and marketing initiatives including influencer marketing programs with sexperts.
KS is getting into gifting such as creating honeymoon kits and travel kits, again these initiatives also allow brands normalise conversations around sexual wellness.
Tech avenues like Metaverse are helping create open and safe spaces to talk about sex. A space where KS facilitates conversations around pleasure, sexual well-being and health.
Sahgal believes, E-commerce will do to the sexual wellness category what it did to the beauty industry in India.
Watch.