A condom vending machine has come up in the campus of the elite Jawaharlal Nehru University. Such a bold move in an elite bastion of intellectuals (both leftist and rightist) made headlines in the major national papers of India. It shows a glimmering hope of a New India, where topics like sex can become a matter of open discussion in every home. This would go in sync with the advertising policy of pharmaceutical companies like Pfizer, which is trying to hard sell Viagra, the ED drug to the masses.

The recent years have seen a sea change in the outlook of the average educated Indian. Gone are the days of Bollywood, when the leading lady gets pregnant after the hero embraces her. The mainstream media houses have become very bold in their approach, attitudes, themes and script. The flicks produced in India in the last couple of years would give testimony to these truths. Sex sells and the latest breed of directors is coming out with controversial issues like gay tendencies, lesbianism, impotency etc. etc.

The opening up of the economy also plays a vital role in this change of mindset. With the multiplex and mall culture at its peak, the youths are letting themselves go, wild and free. Pubs and discotheques further add to broadening the outlook of the closed way of thinking. The never-ending crowd at these hip places is proof enough of a global Indian image. Though the trend may be disturbing to the moral police, who try to pull the society back to the dark ages, it is definitely a good sign for the overall growth of India.

In most of the schools and colleges in the cities, small talks about sex have become pretty common. Youths are brave enough to share their sexual problems among friends of both the sexes. This is a welcoming trend, which can help in solving major sexual problems in India like erectile dysfunction. If they have no problems in revealing their sexual problem to members of the other sex, they would be bold enough to go to a doctor and ask for medical help.

The paradigm shift in sexual outlook can be felt in very liberated families. There are many parents who have no problems talking about sex with their children. They openly discuss about sex in the drawing room, the dining room. Many pharmaceutical companies dealing with sexual health related drugs are bent on reaping rich dividends from such a prospective situation. Closely following the retail boom, with youths making a beeline in front of Levis and Nike stores, Viagra can be the next big thing.