An Indian company has launched what it claims is the country's first vagina tightening cream, saying it will make women feel "like a virgin" again. The company says it is about empowering women, but critics say it is doing the opposite. The BBC's Rajini Vaidyanathan in Mumbai reports.
The makers of 18 Again, the Mumbai-based pharmaceutical company Ultratech, say it is the first of its kind in India (similar creams are already available in other parts of the world such as the USA), and fills a gap in the market. Ultratech's owner, Rishi Bhatia, says the cream, which is selling for around $44 (£28), contains natural ingredients including gold dust, aloe vera, almond and pomegranate, and has been clinically tested.
"It's a unique and revolutionary product which also works towards building inner confidence in a woman and boosting her self esteem," says Mr Bhatia, adding that the goal of the product is to "empower women".
Mr Bhatia says the product is not claiming to restore a woman's virginity, but to restore the emotions of being a virgin.
But the company's advertising strategy has attracted criticism from some doctors, women's groups and social media users, who say the product reinforces the widely held view in India that pre-marital sex is something to be frowned upon, a taboo which is even seen as sinful by some.
A survey of more than 5,000 people by India Today magazine last year showed that fewer than 1 in 5 (19%) of respondents were open to the idea of pre-marital sex, or live-in relationships, with a quarter of people saying they did not object to sex before marriage, as long as it was not happening in their family.We're brought up being told that having sex with someone is a bit vulgar," says one 26-year-old virgin.
The introduction of a vagina tightening cream, follows a recent controversy over a vagina skin lightening cream. Both are examples of how traditional values are clashing with newer ones in today's India.
Culled from BBC
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