The road ahead of sexual wellness in India is a dramatic change. Once a topic whispered about in secrecy, intimate wellness products are becoming as commonplace as everyday groceries.
Mishka, a 32-year-old IT professional, recently found sexual wellness products (lubricants and vibrators) in an on-demand marketplace for shopping basics. This new level of accessibility is a watershed moment in the Indian cultural fabric, in which the discussion concerning pleasure products is no longer a private conversation.
Breaking Taboos: The Changing Attitudes Towards Sexual Wellness in India
Sexual wellness in India is being shaped significantly by changes in consumer behavior. What was once a taboo topic is now accepted by the millennials. Sachee Malhotra, founder of That Sassy Thing, believes the country is on the cusp of a “sex-positive revolution, with conversations on platforms like Instagram and OTT helping to normalize intimacy and pleasure.
Millennials and Gen Z are not ashamed, but view these products as a form of self-care and as part of good, healthy, intimacy. People understand their wants more, and the intimacy depicted is becoming more authentic,” Anushka Gupta, co-founder of MyMuse, said.
Demand Across India: From Metros to Tier 3 Towns
In contrast to the notion that sexual wellness is confined to urban centers, the au courant sexual wellness landscape in India is positive even for Tier 3 cities. Gupta reports that more than 20% of their audience is from small towns with an increased need for intimacy products.
The wave is led by the internet-literate younger generation” notes Malhotra. As brands have embraced quick-commerce services (e.g., Zepto, Swiggy), these items are more readily available and could be used to purchase items while remaining anonymous and discrete.
Privacy and Convenience: The Game-Changer
QS platforms are an essential force transforming the future of sexual well-being in India. With discreet deliveries and the ability to control timing, consumers are no longer worried about awkward moments or questions from family members. “Quick commerce is perfect for sexual wellness products, says Gupta, emphasizing the privacy and speed that makes it an ideal channel for these items.
With increasing awareness and the normalization of sexual health decreasing stigma, the market in India is set for fast growth. The scope of sexual well-being in India is promising, and using discretion, education, and changing designs, it is only going to expand further.
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