2025 was a year of sexual awakening for Indians

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”.

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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 for their partners. In general too, men’s products have overtaken products for women and now constitute about 70% of sales across D2C and quick commerce over the past years. At Shusshh, another sexual wellness products brand, 40% customers are couples looking to enhance intimacy and strengthen their relationship, said founder Gaurav Chugh. “Their repeat purchase patterns show 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 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. 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.