India’s consumer-health major Cipla Health has entered the sexual wellness category with the introduction of Unfold, developed in collaboration with MullenLowe Lintas Group’s design division dCell. The launch signals a significant shift: placing trust, modern aesthetics, and open conversation about intimacy at the core of a category traditionally shrouded in stigma.

At the heart of the initiative is the insight that consumers in India’s aspirational markets are looking beyond medical utility-they want products that reflect their lifestyle, identity, and values. According to Shivam Puri, Managing Director & CEO of Cipla Health: “With Unfold, we are entering the sexual wellness category with offerings guided by strong consumer insights. In this category, trust is a paramount need.” 

Unfold’s design mirrors that ambition. dCell’s Bhumika Shah, Executive Design Director, states: “Moving away from the stereotypical design cues of the category, its stylish, modern, and aspirational identity reflects a growing demand for sexual wellness products that are discreet, aesthetically appealing, and uncompromising on quality.” Packaging features bold colours, metallic-holographic finishes and a visual motif of “unfolding layers” – hinting at intimacy, discovery and empowerment.

Available online and in retail, Unfold’s initial portfolio includes variants like Very Thin, Extended Time, Strawberry and Chocolate. All are ISO-certified, electronically tested and designed to blend protection with pleasure. 

With this move, Cipla Health not only broadens its wellness footprint but also taps into the rapidly evolving sexual-wellness sector – estimated to grow strongly as younger, digitally connected consumers seek authenticity, self-expression and credible brands. Backed by Cipla’s healthcare legacy and MullenLowe Lintas’s creative expertise, Unfold is positioned to shape the next wave of intimate-care brands in India.