Instruction manual: Bleucares: it cares for women. Do women care? Available to Purchase

The case describes the challenges Ms Komal Baldwa face at Bleucares in hiring a female candidate to work for a sexual wellness company despite offering a competitive salary, performance-based incentives and other intangibles associated with the job. The Bleucares is a company manufacturing male latex condoms, which are free of parabens, glycerine, benzocaine and other artificial flavours for women’s sexual hygiene. She wanted her start-up to be a women’s company. However, the shortlisted female candidates are rejecting the job offer by citing societal and cultural stigma associated with working in the sexual wellness industry. The dilemma for Ms Baldwa is...