Joy Chatterjee, vice president, sales and marketing, Mankind Pharma, in Manifest's September issue (for the full conversation click here) spoke to us about the emerging DIY diagnostics market, the company’s new multivitamin products, and the evolving marketing strategies of its condom brand, Manforce.

Discussing the launch of Mankind’s Dengue Home Detection Kit, Chatterjee highlighted the growing demand for home diagnostics, stating, “The monsoon season often triggers confusion with fever and body aches, leading to OTC self-medication. Our kit offers an easy, instant home test for dengue in 15-20 minutes.”

He shared that the kit’s sales are climbing, with 16,000 units sold in the last month alone.

Chatterjee also addressed the rising demand for DIY kits targeting UTI, menopause, and male infertility. “There is a significant need for these products,” he explained, highlighting their availability on e-commerce platforms due to licensing.

When asked about Manforce Condoms' marketing evolution, Chatterjee noted the shift from using Sunny Leone to Kartik Aaryan, with campaigns focused on consent. “Manforce is India’s top condom brand, holding over 30% market share. Our focus now is on engaging with social causes,” he added, referencing recent campaigns like #VotingVirgin and efforts to break taboos around fake orgasms.

Chatterjee also touched on Mankind’s collaboration with Bikanervala for its ‘pure vegetarian’ Health OK multivitamin. This partnership, he said, was inspired by the dietary preferences of India’s sizable vegetarian population. “In states like Gujarat and Maharashtra, 40-50% of people are vegetarians. The collaboration highlights our 100% vegetarian offerings.”

Reflecting on Mankind Pharma’s marketing journey, Chatterjee emphasised the company’s unconventional approach, building trust by addressing sensitive social issues through campaigns like #LetThemDecide and #SafeTiesToSaveLives. “We’ve always focused on conveying broader messages, not just selling products,” he shared.