MY PLEASURE! FROM TABOO ΤΟ TREND

FROM TABOO TO TREND

- BY PAROMITA GUPTA

Sex. Despite being the most populated country in the world, India, with 1.46 billion people, has largely shied away from discussions revolving around this three-letter word. However, things are changing for good. Films are often considered a reflection of society, and among the many subjects explored by the industry, sexual health and wellness have found their critical yet tricky representation in the form of Shubh Mangal Savdhan (Erectile Dysfunction), Vicky Donor (sperm donation), and Lust Stories (female desire). This slow yet steady shift has made sexual health and wellness shed its hush-hush image in the public while gaining traction in the maturing startup ecosystem in India. Sexual wellness, as a topic and a product, began picking up pace during the lockdown. At present, the global sexual wellness market size was valued at USD 20.6 billion in 2023 and is projected to reach USD 32.5 billion by 2033, growing at a CAGR of 4.7 per cent. Meanwhile, the domestic market was valued at USD 1,153.5 million in 2020 and is estimated to reach USD 2,095.4 million by 2030, at a CAGR of 5.8 per cent. According to the market research platform Tracxn, 18 startups are working in this space. Entrepreneur India looks at how these founders break taboos and enable people with science-led, inclusive, and tech-enabled solutions.

THE UN-TABOOING

Sexual wellness is a holistic state of well-being that includes physical, emotional, mental, and social aspects of sexuality, focusing on health, pleasure, and satisfaction.