India circa 2025 is shaping up to be a sex-positive society, albeit secretly, if the sexual wellness market in the country is any indication. With new and innovative sexual wellness products and toys flying off shelves and being sold next to everyday groceries, the scale of consumer demand is evident—with some companies clearing out stocks in less than a month, and others introducing products in lower price ranges for wider affordability.
As per an IMARC report, India’s sexual wellness market, which stood at $1.4 billion in 2024, will have grown to $2.5 billion by 2033, with a growth rate of 6.20%. The potential of the market can be gauged from the fact that all sexual-wellness brands combined are tapping into just 5% of the total addressable market of the country.
Read FE 2026 Money Playbook: Your Ultimate Investment Guide for the new year
From Pharmacies to 10-Minute Delivery
Raj Armani, founder of IMBesharam, the oldest and largest pleasure products company in India, said: “We are currently seeing 45% growth in demand, 20% growth in revenue, and a massive 175% surge in traffic compared to 2024.” He added: “The category has expanded by nearly 200% since the sexual wellness boom began, marking a major cultural and behavioural shift among Indian consumers.”
Further, he said across the categories that IMBesharam tracks, there are nearly 12 million daily Google searches for products, keywords, and interests related to sexual wellness—“a clear signal that curiosity has turned into active intent”.
Co-founder of ThatSassyThing, a women’s sexual wellness brand started in 2021, Himanshu Bhalla said, “We have grown literally 400% year-on-year.” According to Bhalla, women are becoming more open to exploring themselves. “We are proud to be breaking the myth that women don’t want ‘it’.”
However, it is not just women buyers, ThatSassyThing shared that 30% of their revenue comes from men buying products for their partners. In general too, men’s pleasure products have overtaken products for women and now constitute about 70% of the sales across D2C and quick commerce over the past years.”
At Shusshh, another sexual wellness products brand, 40% of the customers are couples looking to enhance intimacy and strengthen their relationship, said founder Gaurav Chugh. “Their repeat purchase patterns show that they enjoy experimenting together and value shared pleasure,” he said.
Gone are the days when contraceptives were purchased at pharmacies in hushed tones. With quick commerce platforms taking over physical shopping, sex toys are now being sold on Zepto, Blinkit and Instamart, with customers adding it to their carts alongside daily milk and bread.
“Today, around 60% of our sales come from quick commerce platforms,” shared Chugh. “Our website contributes nearly 35%, driven by loyal users who return for detailed product discovery, offers, and guidance.” Shusshh gets only about 5% of their sales from offline retail partners.
Since orders placed online will reach the customer in discreet packaging without any real time interactions, much of the sales of sexual wellness products takes place online. As for ThatSassyThing, 50% of their sales come from quick commerce platforms, 40% from the brand website, and 10% from marketplaces.
Joy Chatterjee, vice-president and head of sales and marketing for consumer division, Mankind Pharma, said, “We are seeing strong double-digit growth in premium segments such as lubricants and sexual wellness combos. A large part of this demand is being driven by quick commerce platforms, where consumers prefer the convenience, discretion and faster delivery experience.” Nearly 55% of Mankind’s total online sales of sexual wellness products comes from quick commerce platforms as well.
Founder of IMBesharam Raj Armani noted that the consumer base has also seen a huge shift in the past few years, “The biggest shift is the rise in women-led purchases, especially in vibrators, couple’s toys and premium wellness products. This segment has grown nearly thrice since 2020, making women the single strongest driver of category expansion,” he said. Women make up 52% of IMBesharam’s customers, men make up 46% and LGBTQIA+ or non-binary persons constitute 2% of their customers.
Nearly 70% of IMBesharam’s total orders come from the 25-44 age bracket. “Younger adults (18–24) typically start with entry-level toys and lubes. Older consumers (35–44) buy more premium devices and are early adopters of app-enabled toys,” shared Armani. He also revealed that currently the consumer base from Tier 1 cities stands at 46% and Tier 2 and Tier 3 cities make up 54%, “making them our largest and fastest growing market.” He said, “This is a complete reversal from five years ago, when metros dominated almost 70% of sales,” also noting that cities like Lucknow, Indore, Jaipur, Surat, Coimbatore, Vizag, Guwahati and Chandigarh have shown triple-digit growth, driven by internet penetration, privacy, and comfort with online shopping.
For Shusshh, the top performing five states are Bengaluru (26% adoption), Mumbai (15%), Hyderabad (12%), Delhi (10%) and Chennai (9%). “Looking ahead, we expect this geographical spread to broaden even further as stigma continues to reduce and accessibility increases,” said Chugh, adding that Shusshh is also introducing products at a lower price range to make them more affordable for a wider demographic.
The Laid in India report of 2025, released by MyMuse, another sexual wellness brand, revealed that 52% of sexual wellness product buyers are women, and women also constitute 41% of the traffic to sexual wellness websites. Further, the report showed that between 2019 and 2024, women’s openness about pleasure and sexual wellness has grown from 28% to 52%.
The report which surveyed almost 10,000 Indians found that 78% of women are comfortable discussing sex toys with their friends, 87% do not wait until marriage to become sexually active, and 69% of women reported better experiences with sex toys, with or without the involvement of a partner.
This clearly shows that the demand is not only concentrated in a single region, but spread across major urban hubs in the country. What’s even more exciting is the steady rise in orders from Tier-2 and Tier-3 cities. It re?ects growing comfort, awareness, and curiosity toward sexual wellness across India and not just in metros.
As for ThatSassyThing, 70% of the customers are women, and 30% men. Major cities with customer bases includes Delhi, Mumbai, Hyderabad and Chennai making up 60%, and smaller cities like Ranchi, Chandigarh, Jaipur, Indore and Kochi making up about 40% of the consumer base. Founder Himanshu Bhalla shared an interesting fact: “15% of our orders come through buy-now-pay-in-EMIs form.”
Breaking the Myth
Bhalla said the reasons behind this shift are multipronged. “Increased penetration of internet and e-commerce has led to people taking up online shopping, increase in disposable income, digital content parity, and more women in the workforce. When women earn they spend on self care.”
However, “The category does come with its sensitivities,” said Joy Chatterjee of Mankind Pharma. “This makes it important for communication to be subtle, relatable and in tune with what consumers are comfortable engaging with. Our marketing approach is largely digital-first, with social media and influencer-led content playing a central role in driving awareness and trust,” he explained.
Armani of IMBesharam said, “Marketing sexual wellness in India comes with unique challenges because the category is still regulated, restricted, and socially sensitive. Traditional advertising avenues like TV, print, radio, even mainstream digital platforms either block or heavily limit our content. But instead of fighting the restrictions, we chose to innovate around them.”
He added: “Marketing sexual wellness in India is challenging, but not impossible. It forces you to be smarter, more educational, more human, and more respectful of your audience. India is now the fastest-growing sexual-wellness market in the world, and one of the few regions where demand consistently outstrips supply.”