“There aren't any women-led manufacturing units. India being one of the top condom manufacturers of the world, Chawla never imagined that finding a manufacturer would be a task, often a humiliating one. With the chances of condom ads being flagged as pornographic, and Chawla not wanting anything to do with sexism, their social media posts are designed towards fun and education.
So even if it is lying by your bedside and your parents see it, at first glance, it will look like a pack of cards,” says Chawla. So we decided to choose bright colours and have a video-gamey appeal to the design. “It is critical for e-commerce for the product to look great online too. Chawla wants to change it all with her brand.
This is also why people are conditioned to discontinue using them in case they don’t enjoy it. Be it the packaging, which is either plain or pornographic or ads and the kind of condoms that are sold, it’s always a pleasure-first approach than a health-first approach, says Chawla. Condoms are also targeted towards men and as something you need for pleasure but not as a necessity. 52 per cent of Salad’s shoppers today are women,” says Chawla.
#Indian sex Offline
With the offline shopping experience being so broken, I felt it would be good to create an online shopping experience that could make accessibility better. “We don’t even call it condoms in public and use slang words such as chatri to address it.
Regardless of whether you are a man or a woman, buying a condom from any store is guaranteed to get you side glances and often ridicule from the store staff too. The challenge, she says, is social acceptability.
#Indian sex for free
She realised that this isn’t just because of lack of accessibility as condoms are widely available, and even given for free by the government. While reading about the health and wellness sector for one of her clients, Chawla came across startling facts such as only 5.6 per cent of Indians use condoms for contraception, despite it being cheaper (than other contraceptives), non-invasive and it offers protection against sexually transmitted diseases. Good at researching and studying, Chawla then studied (self-taught) and started working as a buyer psychologist, researching B2C e-commerce brands. Sex and psychologyĬhawla studied law at Christ University, Bengaluru, and worked as an art and fashion lawyer for a while, before deciding that though she always wanted to study law, she “didn’t enjoy the legal life”.
#Indian sex full
But Chawla, a lawyer who is a buyer psychologist by profession, was undeterred as she trusted her research and had full support from her and her partner’s families. For starters, there was probably just one other female-led condom brand in India (Bleü by Komal Baldwa, launched in 2019), so there weren’t many notes to follow. This is just one of the many unforeseeable roadblocks which the 26-year-old faced to launch the contraceptive brand, in the middle of the pandemic this year. But Delhi-resident Aruna Chawla had to go anonymous and delete all of her photos on social media as the very first press interview for her condom company, Salad, resulted in a barrage of d*ck pics and solicitation messages on her personal and brand handles. Any millennial entrepreneur would probably want to shout about their new venture from rooftops (or social media handles).
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