Bangalore, India, July 04, 2024: When the world came to a halt in 2020, something unexpected bloomed in Indian homes - a newfound dedication to personal well-being. As lockdowns kept millions indoors, the nation's wellness priorities underwent a dramatic makeover.
"It was like everyone suddenly remembered they had a body to look after," remarked Michael, the founder of Libertee, a personal wellness company specialising in personal massagers. Indeed, the numbers tell a compelling story. Downloads of wellness apps skyrocketed by 156% in the first month of lockdown, while sales of personal care items surged significantly. Virtual wellness consultations became the new norm, with platforms reporting unprecedented increases in user engagement.
But amidst the zen and the self-care routines, an unexpected player took centre stage in the wellness arena. As stress levels increased, Indians sought new ways to unwind at home: personal body massagers.
"At that time, I was already in India. All my friends started to ask me for suggestions, as if I were an expert, just because I’m French”, chuckled Michael. "People were looking for ways to relax and, well, let's just say they got creative."
Enter Libertee: Homegrown Personal Wellness
It was in this charged atmosphere that Libertee, a homegrown brand of personal massagers, indeed came into its own. The personal wellness brand aimed to offer high-quality, locally manufactured products in a market previously dominated by imports.
"All my Indian friends were talking about it, but they were not happy with the current offer in India. Naturally, they started to ask me to bring massagers from France,” says Michael. Beyond the demand for massagers, Indian consumers started to look at high standards, robust, reliable and well-packaged products. It is to answer this significant market gap that Libertee was founded. "Libertee body massagers are rechargeable, waterproof and made with body-safe silicone and have various settings and modes. These are key purchase factors for Indian consumers," Michael explains.
Libertee's approach struck a chord. Beyond simply selling products, the brand catalysed open conversations around a taboo topic in Indian society.
"It's not just about the massagers," Michael insists. "It's about normalising discussions around personal wellness and self-care. We're here to say it's okay to prioritise your well-being in all its forms and to elevate your routine, alone or in a relationship."
Sexual and Wellness Education on Fingertips
Online communities became a lifeline for many during isolation, and wellness groups were no exception. These digital spaces buzzed with product recommendations, tips, and peer support.
Libertee actively engages in these communities, fostering open discussions about personal wellness. "It's like a digital adda for all things feel-good," Michael muses. "Sometimes, people just want to talk or to ask questions, '' shares one of Libertee's consulting experts. "We are here to provide the best answers possible, especially through the Libertee Knowledge Initiative."
Many of the questions people ask are related to sexual education, which drove Libertee to collaborate with local experts, offering an extensive knowledge bank with professional articles written directly by these experts.
As India emerged from the pandemic, the personal wellness landscape evolved. Brands like Libertee, with their focus on quality, local production, and open dialogue, are set to play a significant role in shaping the future of personal care in the country.
"At the end of the day, we're all human," Michael reflects. "We all deserve to feel good, healthy, and happy. If we can help make that happen with our personal massagers and wellness initiatives, well, that's a pretty good day's work."
And with that, he turns back to his computer to show us a dozen new questions received in the 2 hours. “We need to assign our experts to them. Back to work!” he concludes.
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