What happens in between the sheets must not be discussed out on the streets. Why?

One of the most basic, natural, physiological needs for human beings is the need for sex, and more often than not it requires the participation of genitals – the penis, and the vagina. But somehow, society in its unfathomable moral uprightness, views this simple pleasure of life through an obtuse moral lens. The act of sex is so taboo and scandalised, sometimes even legally criminalised, that it becomes closely linked to the feeling of guilt. The result of that is a plethora of stereotypes, misinformation, conformity, and a weakened sense of individuality leading to aggression, passiveness, anxiety, or even more serious issues in the society. All that just because we refuse to talk about sex like it’s a natural phenomenon that humans are hardwired to seek for biological reasons? That seems a bit harsh, wouldn’t you say?

When I was offered the role of a content head for Misters.in, a start-up that provides men with solutions for better erections, lasting longer in bed, and haircare kits for regrowth of hair, I recognised it for the opportunity and privilege that it was. I knew this for sure that there will be no metaphors, no innuendos, and no hiding from the reality of sex. Talking about sex should be as natural as the process is intended to be by nature, and so we will be doing exactly that. We believe that Indian men deserve better than a hush-hush treatment of their “gupt rog” (private disorders) and to make that happen we will not shy away from making these solutions the most glamorous line of products ever.

There’s no trusted brand for men to go to when they are feeling the most vulnerable. We are trying to break the silence here and provide scientific and safe treatment to millions of people from the privacy of their phone devices. On our website, users are asked to answer a few simple questions about their experiences and medical history. The AI-powered platform, along with the expert opinion of doctors then determines the degree of the problem and offers a solution in the form of a personalised box of medicines which is delivered to their doorstep.

I am personally very excited to change the narrative of this space and take the embarrassment out of the story when it comes to men’s problems. Content plays a key role in making this possible. Every piece of communication that we send out and is received by users - be it a blog post, website copy, packaging, a photograph, or an SMS sent for OTP is an opportunity for us to make the user feel empowered and comfortable. I am looking for more team players who are excited to take on the challenge of flip the conversation around sex - from a convoluted mixed bag of giggles, metaphors, and clinical facts, to honest and mature discussions. To collaborate with us on content, please write to me on [email protected]