India is said to be the impotence capital of the world. Yet most of us shy away from the word erectile dysfunction when we hear it and avoid indulging in conversations around the same. Impotence also commonly called erectile dysfunction is a lot more common among men than assumed. Erectile dysfunction is the inability to achieve or maintain a penile erection which leads to unsatisfactory sexual intercourse. In India, people usually do not perceive erectile dysfunction as a medical disorder but as sexual incompetence and most often it becomes the reason for disturbance of balance and harmony in a relationship leading to self-doubt and depression. Men who have erectile dysfunction usually avoid accepting the condition and start avoiding intimacy completely which might lead to frustration in them. It affects about 30 per cent of men above the age of 40 years and 20 per cent across age groups experience difficulties in getting/maintaining an erection. If an individual is diagnosed with ED, the first step is to reach out to a doctor as it can be a sign of underlying health problem. Heart diseases, clogged blood vessels, high blood pressure, cholesterol, diabetes, obesity, anxiety, stress, depression and lifestyle habits like excess smoking and alcohol consumption are few of the common causes of erectile dysfunction.