Now, buy contraceptives off your mobile phone!

With online sales of contraceptives seeing a surprising jump, condom manufacturers are set to introduce new goodies, including massage gels. And with 3G, you can now order that Mango-flavoured, extra ribbed version off your cell phone

It's an initiative that's going to be a sure shot boost for India's contraceptive industry. It has all the makings of a winning formula to appease the lazy, inhibited Indian customer. Shopping for contraceptives online means home delivery of goods to steam up your romp without the embarrassment of stuttering the name of a condom brand, or worse, a lubricant, at your neighbourhood chemist.

Durex India's two year-old website is in the process of expanding its range, even as you read this. They hope to see it translate into sales over the next six months. "The numbers are encouraging," says Vishal Vyas, spokesperson for Durex India. From September 2009 to September 2010, the site has seen a 300 per cent increase in online sales.

The current range that includes condoms, lubes and a limited range of stimulators will see the addition of massage gels in November. "An e-store gives customers the option to buy in the privacy of their home, given the ordeal they have to go through when buying in person. We might also consider stocking products from our stores abroad, for exclusive purchase online," says Vyas.

Mumbai, Pune, Bengaluru, Delhi, Kolkata, Chennai and Hyderabad make up for 70 per cent of purchases. The rest come from smaller cities like Indore, Ranchi and Patna.

Retailers are hoping to see sales being made from mobile phones soon. "Online sales are still a small slice of the overall business but they are growing at a good rate, and with the onset of 3G, we believe online sales will be made straight from mobile phones," says Aniruddha Deshmukh, President, JK Ansell Limited, manufacturers of KamaSutra condoms. They re-launched their website earlier this year, and have seen a 70 per cent jump in sales since April.

Fast fact: 95% of buyers are male. But women make purchases with their partner's cards too.

Gels debut in: November 2011