The company focused on men’s sexual and hygiene care products is also planning into the same segment for women
Men’s intimate hygiene products maker start-up Bold Care recently onboarded Bollywood actor Ranveer Singh as a co-founder and it was followed by a promotional advertisement campaign featuring Singh and Johnny Sins, which got the company great visibility online. Bold Care’s co-founder and chief executive officer Rajat Jadhav got in a conversation with Outlook Business to share the company’s plans for the current financial year and other major developments
Edited excerpts
How has business been for Bold Care ever since you launched the ad with Ranveer Singh and Johnny Sins?
The idea came spontaneously during a brainstorming session by our co-founder, Ranveer Singh, who has been guiding us for over a year on men's sexual wellness in India. He eagerly became the face of our campaign. With Johnny's prominent status, we aimed to show that even he could face these issues, sparking a conversation about sexual health.
It worked! Within a week of the brand film launch, we saw a 7x increase in website traffic, a 50 per cent growth in cross-channel sales (Amazon, Flipkart, Zepto, Instamart, BlinkIt), and we became the top sexual wellness brand on major e-commerce platforms.
Investors always ask to cut down on marketing expenses. How did you execute this campaign considering that a few major start-ups have not had good results on huge spends on celebrity ads.
We had it in mind and fortunately it turned out to be great for the business. We planned the campaign keeping in mind the customer sentiment which played a great role in its success. We wanted to show that this is a problem that many men in India face and Johnny was also interested in turning this out into an impactful ad.
We were relatively small when we started and now, we have grown 3x. We have been getting great traction, the brand is growing fast at the rate of 15 to 20 per cent monthly growth and now we are expecting a revenue of Rs 100 crore by the end of the year.
What are your further plans in terms of business expansion? Are you venturing into any new segments as well?
No one was building go-to solutions for men’s sexual health category, and it was ignored. We sparked it and the kind of response we are getting is great. We have been able to build a new age trustworthy brand.
Now focus is on to build something similar for women’s as well. We are currently trying to understand this space before we venture into it, but surely, we are on it. Additionally, we are always experimenting to bring out new products and create new segments.
How do you plan to increase your sales in the market going ahead?
We majorly sell online, through our website and the major quick commerce and e-commerce sites. Since the first campaign was launched on 12th February, we have registered a 70 per cent growth in revenue from on e-commerce platforms and over the next 12 months, we are also planning to expand our offline presence over major cities in India.
Are you planning to raise a new round of funds soon, since you are expanding rapidly?
As we expand our reach and business in terms of products and demography, we will be up in the market early next year to raise fresh funds, as that will be the right time. Right now, we are backed up major family offices, visionary founders and so on.