Objective : Stress urinary incontinence affects millions of women worldwide. Lack of awareness and embarrassment prevents sufferers from seeking help .Consesus now exists that conservative treatment is essential before embarking to surgical treatment. Methods : As most of the patients either don't approach any doctor at all or if they do it is a Urologist. In last one year I came across 9 patients suffering from Genuine stress incontinence and .There aged ranged from 48 years to 73 yrs .All of them were initially advised pelvic floor exercises but had not beniffited much. They were put on Duloxetine ( a combined noradrenalin and serotonin reuptake inhibitors) 40 mgs twice a day.