A year or so ago, Dr Rajeev Gupta, a Ludhiana-based psychiatrist practising for the past 20 years, was faced with an unexpected complaint. It was from a wizened grandmother who had come to get her grandson examined. But she also had another complaint. “She took me aside and said, ‘Doctorsaab, unko hoshiari nahi aati hai’. I was most surprised by this because till a few years ago it was unthinkable for a rural woman, that too a 70-year-old, to approach a doctor about her husband’s erectile dysfunction,” says Gupta.