Personal Care
Turning a Taboo into a Category: Lessons from Bold Care
In a market where conversation itself is the first barrier, Bold Care is not just selling products. It is building a category. In this episode of The Brand & Beyond, Akshay Punjabi shares what it takes to grow a sensitive, high-potential brand. Here are the takeaways.
1. Career Shift and Journey to Bold Care
How did Akshay Punjabi move from engineering to marketing?
Akshay Punjabi: I started as a chemical engineer and worked in the industry for four years. I realised it was not for me and shifted towards digital marketing, which felt like the right mix of business and tech. I joined an agency without knowing much and learned on the job. Looking back, that decision worked strongly in my favour.
How did Bold Care happen to you?
Akshay Punjabi: I was working at a digital agency where Bold Care was a client. I helped them set up their marketplace presence, especially on Amazon. I stayed in touch with the founders, and when I wanted a change, I reached out. We aligned on scaling marketplaces and global expansion, and that is how I joined.
2. Building in a Taboo Category
How is Bold Care tackling the stigma around men’s sexual health?
Akshay Punjabi: Sexual wellness is still a taboo in India. We focus on education to start conversations and build awareness. Like mental health saw change when voices like Deepika Padukone spoke openly, we believe this category will evolve too. We want to create a brand that is credible, science-backed, and solution-oriented.
Did you face backlash for your content?
Akshay Punjabi: We have been very careful about our tonality. We avoid being pushy or crass. Our communication is formal and focused on solutions that work. We want to be seen as a brand that genuinely cares, not one that sells quick fixes or placebo products.
3. Customer Behaviour and Digital Advantage
How do customers respond to such a sensitive category?
Akshay Punjabi: It has been a learning curve. Over time, customers have become more open, especially when they are interacting with doctors or experts. Offering consultations helps build trust and comfort.
Why is being a digital-first brand important here?
Akshay Punjabi: Digital-first gives us a huge advantage. It removes the hesitation people feel in offline settings. We ensure discreet delivery, which is very important for customers in this category.
Will discreet packaging become less important over time?
Akshay Punjabi: I do not think so. Even if awareness increases, people still live in environments like joint families where privacy matters. Discreet packaging will continue to be important for accessibility.
4. Origin Story and Category Expansion
What led to the creation of Bold Care?
Akshay Punjabi: The founders were building Remedy, and they noticed that 20 to 30 percent of orders came from sexual wellness. That indicated strong demand with limited brand presence, which led to the creation of Bold Care.
How did you think about expanding into grooming and hair care?
Akshay Punjabi: We looked at our core audience, men between 25 and 40, and the problems they face, like hair fall. We focus on solution-led products, such as hair regrowth serums, instead of generic offerings.
5. Marketing Strategy and Brand Building
Why did you take a bold, humorous route in marketing?
Akshay Punjabi: If we stayed too technical or formal, we would limit our reach. Using parody and familiar formats makes it easier for people to engage. Campaigns with Ranveer Singh and Johnny Sins helped us connect with a wider audience.
Who decides what kind of content goes out?
Akshay Punjabi: It is a collaborative effort, but our CMO Rajat has the final say. There is always a balance between risk and reward, especially in a sensitive category.
What impact did these campaigns have on the business?
Akshay Punjabi: We saw a clear shift in baseline sales across our website, marketplaces, and quick commerce platforms like Instamart, Blinkit, and Zepto. Quick commerce has been especially beneficial for our category.
6. Quick Takes
What is your favourite product from Bold Care?
Akshay Punjabi: The delay range, especially the gel and spray, stands out for me.
Does size (of the industry) matter?
Akshay Punjabi: The size of the industry does. It is large and growing, which makes it exciting to build in.
Bold or beautiful?
Akshay Punjabi: Always bold.