“Rome wasn’t built in a day,” and neither is India’s sexual wellness market. While the narrative around intimacy and pleasure is evolving, the pace of change seems to remain painstakingly slow. For brands in this space, the journey to normalisation is fraught with roadblocks—deep-rooted taboos, limited awareness, and restricted advertising avenues.
Yet, with brands receiving funding and new players entering the space, it seems a quiet revolution is underway. Younger, urban consumers are beginning to embrace conversations about sexual health and wellness, driven largely by social media, even as significant portions of the country remain hesitant. As the year ends, the question lingers: how long will it take for India to fully embrace pleasure without prejudice? “The sexual wellness market has shown significant growth in 2024, driven by increasing consumer awareness and the normalisation of conversations around sexual health. Globally, the market is estimated to grow at a CAGR of approximately 7-8%, fueled by innovation and the introduction of niche products addressing diverse needs. The pandemic’s lasting impact on health consciousness has also sustained this growth trajectory, with more individuals prioritising sexual well-being as part of overall wellness,” Bhavik Vasa, founder, GetVantage, told BrandWagon Online.
The sexual wellness market in India, which includes products such as contraceptives, sex toys, lubricants, and more, seeks to enhance safety and pleasure in intimate experiences while promoting sexual health education. These products aim not only to prevent unplanned pregnancies and sexually transmitted diseases (STDs) but also to support awareness around safe sexual practices. As per market research firm IMARC, among the product categories, sex toys currently lead the market share, while drug stores dominate as the primary distribution channel. Regionally, West and Central India hold the largest share of the market, with North, South, and East India following behind. Additionally, the India sexual wellness market size reached $ 1.3 billion in 2023 to reach $ 2.4 billion by 2032 at a CAGR of 6.75% during 2024-2032.
Demand meets desire!
They say you can’t ignore an emotion or desire that resides deep within, even if it goes unspoken due to societal norms and the fear of being judged for seeking physical pleasure—or even for asking for necessities like safe sex products. Over time, urbanisation and the rise of OTT platforms, social media, sex educators, and brands actively working to change the narrative through marketing and advertising have opened new avenues for the sexual wellness category. However, India’s cultural diversity presents a unique challenge: while some cultures view sexual wellness and pleasure as taboo, others are slowly embracing the conversation.
Ironically, a society that often opposes discussions around sex and related brand advertising exists in the world’s most populous country. While brands may find success catering to urban audiences, the real challenge lies in reaching the masses and making their presence felt in every corner of the country. The question is whether brands can bridge this cultural divide and truly normalise conversations around sexual wellness. One thing is clear: whether people talk about it or not, the demand exists, and businesses are gearing up to meet it. “Before MyMuse, sexual wellness products in India were limited to low-quality options, wrapped in stigma and silence, especially around women’s pleasure. Seeing the gap, we launched in 2021 as India’s first homegrown sexual wellness brand, making intimacy easy and fun. Today, as market leaders, we offer body-safe products, discreet delivery, and thoughtful content, empowering Indians to embrace sexual wellness with confidence and celebrate intimacy without judgment,” Sahil Gupta, co-founder, MyMuse, said.
Ketan Munoth, co-founder, Plush, highlighted the lack of high-quality, inclusive sexual wellness products designed specifically for women in the rapidly growing industry. He noted that this gap extended beyond products to the lack of education and open conversations around women’s pleasure and well-being. In response, Plush aims to empower women with innovative, safe, and functional products that address their unique needs while fostering a space for self-exploration.
“To launch Love Depot, India’s largest pleasure superstore in 2022, was a natural progression for TTK Healthcare. TTK Healthcare has always been the pioneering force within the sexual pleasure landscape in India from importing condoms in 1950 to establishing the first condom manufacturing factory in 1963. Our brand of pleasure condoms – Skore – has captured a significant slice of the Indian market. In pleasure products too, we launched India’s first remote-controlled vibrating ring, under the brand Skore and the latest launch under this portfolio is the brand MsChief catering to the female consumer,” Vishal Vyas, CMO, TTK Healthcare, CPD, said.
This natural progression was influenced greatly by external factors which are the current sexual wellness landscape in India and the emergence of e-commerce post covid. Vyas highlighted that the cultural landscape in the country has been shifting, with a huge young population; around 65% of people are under 35 years of age, which is a lot more open-minded coupled with a growing middle class which has purchasing power. Observers of the market point out that all surveys of sexual behaviour in India indicate that the need gap is widening. The reason is not hard to find as we witness an increasing number of people – of all genders, orientations and interests – open up to looking for more excitement, more adventure and more thrill under the sheets, Vyas added.
Influencers in full swing!
One cannot deny that social media influencers and storytellers play a key role in reshaping the narrative around sexual pleasure and wellness. Creators like Seema Anand, Leeza Mangaldas, and Simran Balar Jain, among others, have contributed significantly to encouraging open conversations about sex, making the masses more comfortable discussing such topics. Additionally, experts believe that Indian media is also playing a crucial role in breaking the taboo by addressing real issues and discussing them openly. “ My journey into the sexual wellness space stems from a deeply personal and professional passion for reshaping conversations around sexuality and pleasure, rooted in my early experiences and education. When I returned to India in 2011, I faced challenges navigating my own sexual health and intimacy. Around this time, I had a personal “eureka” moment when I first used a vibrator, discovering the immense pleasure my body was capable of—a revelation that underscored the lack of awareness and accessibility to such products in India,” Leeza Mangaldas, founder, Leezu’s, said.
She explained that this realisation led her to create inclusive, pleasure-positive sexuality education content seven years ago. Starting with scientifically accurate, judgment-free content on YouTube, she consulted experts on various topics. Over time, her initiative grew into a vibrant community, recognised by global organisations like UN Women, UNFPA, and WHO. In 2022, she published The Sex Book: A Joyful Journey of Self-Discovery, solidifying her role as an advocate for inclusive sexual wellness.
In 2023, Leezu’s was launched and co-founded with Hanna Strömgren Khan, CEO of Bozzil. The brand offers high-quality, inclusive tools for pleasure and self-discovery.
“Driven by greater access to sexual content through the internet and media, rising consumer awareness, and a growing need for experimentation in intimate relationships, the Indian consumers behaviour towards sexual wellness products have evolved. What was once a taboo topic is now entering mainstream conversations, especially among younger, urban demographics. E-commerce platforms offering anonymity have made these products easily accessible, breaking barriers of stigma. Exposure to global trends and a desire for enhanced experiences have further fueled demand. Today, Indian consumers are embracing a broader range of sexual wellness products driving market demand,” Smita Khanna Kithania, Chief Operating Officer, Newton Consulting India, said.
Banking on the birds and bees!
Point in case: While society is gradually accepting the sexual wellness market, evident in its growing value, the question remains: what happens next? Brands and businesses are likely to introduce more innovations and advertisements to capitalise on this shift, as is already being seen with some Indian-origin brands performing well in terms of revenue and profitability. Recently, content creator Bhuvan Bam, along with two co-founders, launched his own brand, Peppy, venturing into the sexual wellness and pleasure market. “Our brand’s motto “Peppy for all” stands for sexual wellness for everyone. It shouldn’t be a luxury but an everyday essential. Our products are specifically designed with first-time buyers in mind, offering affordable and user-friendly options that help break the stigma around intimate wellness. Though there are duplicates coming up in the market, we differentiate ourselves by not just selling products; but also by making people feel confident in exploring their needs,” Devansh Agarwal, founder and CEO, Peppy, said.
As per MyMuse, the company reported a revenue of Rs 32.8 crores in FY24 and achieved profitability, marking a significant step in its journey. As per Love Depot, the brand has seen more than double the revenue every year since its launch in 2022. Over 20% of customers have returned to place fresh orders. The company also reports a strong contribution from organic channels, which it continues to invest in as it builds the category.
Love Depot has seen growth, with revenue doubling each year since its launch in 2022. Over 20% of customers return to place fresh orders. The company receives significant contributions from organic channels, which it continues to invest in while building the category.
Reportedly, Leezu’s sales have doubled every 6 months over the 1.5-year period since its launch in April 2023. The customer base is diverse, with growth potential. Sexual wellness is a universal aspect of life, crossing geography, profession, income, and social standing. Most adults have needs related to sexual wellness, and demand for products that make exploring sexuality and the body safer and more enjoyable is significant, especially in India.
“Marketing products in the sexual wellness category comes with its own set of unique challenges. While society may appear conservative and constrained by the fear of log kya kahenge (what will people say), privately, However, the challenges extend far beyond cultural and social stigmas. A significant hurdle lies with tech giants like Meta, which heavily restrict how sexual wellness products and information are advertised and presented,” Mangaldas pointed out.
What’s ahead?
The sexual wellness industry has undergone significant transformation in recent years, with increasing emphasis on addressing diverse consumer needs. As the market evolves, brands are focusing on products that cater to specific health concerns and leveraging technological advancements to enhance the user experience. “This year, the industry has been shaped by the rise of female-focused wellness products, such as those addressing vaginal health and hormonal changes. Technology integration into products—such as app-controlled devices and AI-enhanced tools—has also gained prominence. Additionally, the role of content marketing through social media platforms and the emergence of sexual wellness expos have contributed to breaking taboos and driving consumer engagement,” Vasa opined.
Looking ahead, these brands are poised to continue their growth and innovation in the sexual wellness sector. Plush plans to expand its distribution channels to make its products more accessible, while continuing to introduce new products for women and focusing on safety. The brand is committed to making sexual wellness education more engaging and accessible. Leezu envisions a future where pleasure products are widely accepted and normalized, becoming as common as everyday wellness items. The brand aims to lead the pleasure revolution by offering empowering solutions and transforming perceptions around sexual wellness. MyMuse aims to solidify its position as India’s leading sexual wellness brand, with a focus on innovation, market penetration, and broadening its reach to Tier III cities. The brand is committed to engaging customers across India, making sexual wellness accessible to all. GetVantage continues to support startups like Bold Care, MyMuse, and KindlyHealth through growth capital, fostering innovation, distribution expansion, and contributing to a more inclusive market. Together, these brands are driving significant change in the industry.