India’s sexual wellness revolution: From taboo to a billion-dollar mainstream industry

Globally, the sex toy market is expected to skyrocket from billion to billion in the same period, according to Statista. (Source: Freepik)

A billion-dollar opportunity

According to Allied Market Research, the sexual wellness market was valued at $20.6 billion in 2023 globally, and is estimated to reach $32.5 billion by 2033, growing at a CAGR of 4.7% from 2024 to 2033. The Indian sexual wellness market generated $1.15 billion in 2020 and is expected to reach $2.09 billion by 2030.

The global sex toy market is expected to grow steadily between 2019 to 2026, from approximately 27.17 billion U.S. dollars to around 52.7 billion U.S. dollars in that time period, reaching a value of 80.7 billion U.S. dollars by 2030.

Rising disposable incomes, increased internet access, and greater awareness about sexual health are driving this growth.

“India will have a billion people in the workforce by 2030, with the majority in our target age group of 21–40. Even if we exclude 80 per cent of this population due to purchasing power and age, we’re still looking at 200 million potential customers,” said Leeza Mangaldas, sexual wellness educator and influencer, who founded her namesake brand Leezu’s in 2023.

Raj Armani, co-founder and COO of IMBesharam, envisions the market scaling 20 times in the next decade: “Sexual health and wellness are becoming as relevant as physical and mental health. What was once taboo is now essential.”

While India has traditionally been viewed as a conservative society, attitudes are evolving. (Source: Freepik)

From hushed whispers to open conversations

The most striking change, perhaps, is the normalisation of discussions around intimacy. “Parents are talking to their teens about it. Couples discuss it openly before and after marriage. Teachers, students, coaches, and doctors are engaging in these conversations—both offline and on social media,” Armani said.

“Pleasure and desire are universal. Privately, everyone wants orgasms,” said Mangaldas, pointing out that the demand for products from her brand––and the detailed and imaginative feedback they receive on those—show how much more open and curious people are in private.

This openness is evident in purchasing habits. MyMuse’s co-founder Anushka Gupta spoke about the popularity of Beat, a male stroker her brand sells. “It’s a bestseller, showing that men are increasingly comfortable exploring their pleasure. Couples are also giving each other intimate products, which is a wonderful step toward normalising sexual wellness in relationships,” she said.

However, challenges persist, particularly for women. “Sex-related purchases are still seen as a man’s responsibility. Women buying toys for themselves face stigma. But this is the demographic I’m most excited about. For a woman, taking charge of her pleasure can be life-altering,” said Mangaldas, who also called on men to be allies: “Men, champion her pleasure! Recognise your role in achieving a more gender-equal sexual landscape.”

A nation of curious explorers

Demand for sexual wellness products is no longer confined to metro cities. MyMuse reported significant revenue from Tier 2 and Tier 3 cities. Leezu’s has received orders from as far as Kashmir and the Andaman & Nicobar Islands, reflecting a growing appetite for sexual exploration across India.

“While the 18–25 age group makes up the majority of the ‘talking audience’—those sparking conversations, asking questions, and breaking taboos—the 25–40 age group dominates as the ‘buying audience’,” said Armani. “This demographic is either beginning to understand or confidently embracing their sexual needs and desires,” he said.

Mangaldas echoed this universality: “Sex and sexuality are among the most democratic facets of life. The desire to explore one’s body and pleasure transcends geography, profession, and income.”

The road ahead: A new normal

The next decade promises a radical transformation in how Indians approach sexual wellness. Gupta believes innovation will be pivotal. “Interactive and immersive products, like those integrating AR and VR, are set to redefine intimacy. Technology is making sexual wellness more exciting and accessible,” she said.

For Mangaldas, the ultimate aspiration is normalisation. “My vision is for sex toys and lubricants to become as common and destigmatised as toothbrushes and face wash. I want sexual wellness to be gender-equal, inclusive, and accessible to everyone. Imagine a world where every sexual experience is consensual, safe, and pleasurable,” she said.

Armani sees signs of this cultural shift already emerging. “Buying condoms, which was once a source of embarrassment, is now viewed as a sign of responsibility. As more people understand that pleasure products are tools for enhancing intimacy and self-awareness, the stigma will naturally diminish,” he said.

With education, innovation, and inclusivity at its core, India’s sexual wellness industry is not just about selling products—it’s driving a cultural shift. The future holds the promise of fearless, informed, and joyful conversations around intimacy, breaking barriers and fostering empowerment for all.