Over the past five years, there has been a significant shift in consumer behavior across India. Once driven by utility and status, today’s Indian consumer is prioritizing personal joy, health, and well-being. This new approach is evident in a variety of sectors—whether it’s food, fashion, travel, personal care, or technology—where self-care, novelty, satisfaction, and pleasure are taking center stage. Amid this cultural transformation, sexual pleasure and wellness are poised to emerge as mainstream priorities.
This change is not entirely surprising. Human desire for pleasure and intimacy is universal, yet sexual wellness in India has long been clouded by societal shame, particularly surrounding women’s sexuality. Leeza Mangaldas, a prominent voice in the field of sexual wellness, emphasizes that while the demand for sexual wellness products is rising, many people still struggle to be open about their desires. Despite this, the industry is evolving. As the cultural shame surrounding sexuality is dismantled, more people are gaining purchasing power, and the affordability of sexual wellness products is expected to improve. This confluence of factors could lead to unprecedented growth in the market.
A glance at other global markets reinforces this belief. In the United States, where sex toys have been available for over four decades, surveys reveal that over 80% of Americans aged 20 to 40 own a sex toy. The Indian market, on the other hand, is still in its infancy, with only a few years since sexual wellness products became widely accessible. However, Mangaldas notes that India has a history of rapidly adopting new products and technologies through the internet, social media, and e-commerce—citing the boom of mobile phones and dating apps as prime examples of this trend. With this in mind, it’s not far-fetched to imagine that sexual wellness products such as massagers and lubricants will become commonplace in Indian households within the next decade.
A major hurdle for the sexual wellness industry, however, lies in India’s reputation as a conservative society, where people often worry about “log kya kahenge” (what will people say?). Publicly, conversations around sexual pleasure remain hushed, but privately, people universally desire intimacy, orgasms, and a fulfilling intimate life. Mangaldas argues that it’s crucial to change the perception of pleasure products. These products should be seen not as sleazy or shameful but as valuable tools that enhance intimacy and well-being.
As more people become aware of the benefits of sexual wellness products—such as improving sexual comfort, enjoyment, and self-awareness—the stigma will likely diminish. Mangaldas envisions a future where sex toys and lubricants are as widely accepted and affordable as everyday wellness items like toothbrushes and face wash. In fact, the market for sexual wellness is already growing rapidly. Globally, the sex toy market is expected to expand from $44 billion USD to $80 billion USD by 2030. In India, the sexual wellness industry is valued at $1 billion USD as of 2024 and is projected to double to $2 billion USD by 2030. It’s important to note that while sex toys account for approximately 40% of the industry, sexual wellness encompasses a broader range of products and services.
The industry’s growth is not just about sales figures, however; it also holds the promise of fostering more inclusive, gender-equal, and accessible conversations around sexual pleasure. Mangaldas hopes that within the next few years, people will feel more comfortable discussing their sexual wellness needs openly and without embarrassment. With increased awareness, consumers will have access to a wider array of high-quality products and reliable, scientifically accurate information.
In a society where discussions of sexuality have long been taboo, the rise of the sexual wellness industry represents a transformative shift. This growing market is not just about physical pleasure but about empowering people to embrace their sexuality with confidence and without shame. As the industry expands, it is bound to play a crucial role in promoting better intimacy, health, and well-being for all.
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