Introduction

What if a brand could take a topic that most people in India still find awkward to talk about and make it natural, bold, visible, and even aspirational?

That’s exactly the playbook behind Bold Care, currently India’s most talked-about sexual health and wellness brand. Co-founded in 2020 by Rajat Jadhav, Rahul Krishnan, Harsh Singh, and Mohit Yadav with Bollywood star Ranveer Singh on board as co-founder and brand ambassador of the company, Bold Care set out to transform perceptions around sexual wellness and intimate health in a market where stigma has traditionally kept conversations in the shadows. Since its launch, Bold Care has rapidly established itself as a leading brand in men’s sexual health, offering science-backed solutions for issues while adding condoms, water-based lubes, intimate hygiene products, and performance supplements to its portfolio.

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In a space where other Indian players like Skore & Durex condoms , IMbesharam, Man Matters, Cureveda, My Muse and traditional brands such as Himalaya have been exploring sexual health categories, Bold Care stands out for its unapologetic positioning, one that is neither shy nor clinical but confidently bold and care-led at the same time. At Confetti, our branding and packaging experts analysed Bold Care’s identity from naming to product ecosystem coherence, category positioning, marketing approach, and overall brand strength. Here’s our take.

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What Bold Care Gets Right

A name that captures both attitude and purpose

The brand name Bold Care is a killer combo of the two words that together summarise the brand’s positioning and promise, “bold” reflects the brand’s unapologetic, direct, and contemporary stance on sexual wellness… a space often wrapped in taboo and “care” reinforces the human, empathetic, and health-oriented dimension of its offerings.

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This duality turns what could have been an awkward category into something approachable and confident. For a market where sexual health issues are still hesitantly discussed, this name sets the right tone for broader acceptance and curiosity. It performs strongly as a search keyword, while also being instantly memorable.

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Product ecosystem that makes logical sense

Unlike some older consumer brands whose product diversification has felt disjointed, Bold Care has built a tight, cohesive ecosystem. From condoms and performance boosters to lubricants, intimate hygiene, Shilajit supplements and pleasure tools, everything feels like a natural extension of sexual wellness rather than separate buckets thrown together.

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This contrasts sharply with brands like Bombay Shaving Company, where razors, perfumes, skincare, and trimmers sit under one roof without strong thematic coherence in consumer perception. Bold Care’s product architecture keeps the customer’s mental model clean, all products solve adjacent needs within the same ecosystem.

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Marketing that disrupts without discomfort

Bold Care’s rise has been deeply tied to its marketing approach. The brand isn’t afraid to be cheeky, clever, or culturally punchy  and that works in its favour. Viral Instagram campaigns, humorous content formats, and partnerships with creators like Samay Raina & Raj Shamani, plus star-powered publicity with Ranveer Singh, have helped destigmatise conversations around sexual health.

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One especially noteworthy effort was Bold Care’s social push that racked up hundreds of millions of impressions and helped carve out space for unapologetic discourse in a category that was once whisper-level only. This approach mirrors best practices in content that engages first, educates second which is almost a very nuanced balance that many wellness brands struggle to hit. Bold Care manages it consistently without straying into gimmick or irrelevance when it comes to their marketing game on social media.

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Celebrity association that builds trust and recall

Ranveer Singh’s involvement is more than a celebrity endorsement, he is a co-owner and co-founder, aligned with the brand’s mission to normalize sexual health conversations in India. His participation lends visibility, credibility and cultural relevance, especially given his earlier advocacy in sexual wellness ads prior to this investment.  In a category where trust and discretion matter deeply, this kind of mainstream star involvement helps dismantle stigma and accelerate adoption which tends to be a rare positive brand lift in a traditionally conservative segment.

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Final Verdict

At Confetti, we rate Bold Care 4.5 out of 5.

Bold Care has masterfully converted a taboo category into a mainstream conversation, built a product suite that feels coherent and relevant, and crafted a bold identity that resonates with today’s consumers. Its marketing, celebrity association, and growth into adjacent wellness areas reflect a brand with strong strategic instincts.

This is exactly the kind of brand discipline Confetti focuses on when working with wellness and personal care brands. For instance, in our work with Miduty and All in a Minute, both operating in adjacent wellness categories, the challenge was similar. Multiple SKUs, overlapping use cases, and a need for consumer trust. Our approach across both brands was to ensure a single, cohesive brand language across packaging, website, and communication & a clear product hierarchy without visual or tonal fragmentation. That same cohesiveness in branding at all fronts is what allows companies like Bold Care to scale without confusing the consumer or weakening recall.

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About Confetti

Confetti is a branding and packaging design studio that partners with ambitious consumer brands across sexual wellness, beauty, food, lifestyle, and health categories. We help brands craft identities that are memorable, strategically positioned, and built to scale coherently across products and narratives. If you are building or evolving your brand’s voice and visual identity in a competitive category, you can connect with us through the link beside this article.