The Surge of Sexual Wellness in India: Brands that are Shattering Taboos and Celebrating Pleasure

India's sexual wellness market is undergoing a significant shift, with changing attitudes towards pleasure, self-care, and intimacy. Once shrouded in taboo and silence, conversations around sexual health are becoming more open, driven by factors like increased internet access, a younger generation prioritising well-being, and the rise of e-commerce. As societal norms evolve, people are embracing the importance of sexual wellness, recognising it as a vital part of overall health and personal empowerment. This shift is challenging old stereotypes and paving the way for a more inclusive, informed, and stigma-free conversation. To know more, Local Samosa talked to Arjun Siva, Business Head at Love Depot and Leeza Mangaldas, Founder of Leezu's.

Factors Driving India's Sexual Wellness Boom

There’s no denying that the sexual wellness market in India has been seeing an uptick in the last couple of years. “Social Media creators were the first to start fuelling education and awareness about the pleasure category per se. The advent of brands like Love Depot and our peers also played a collective role in driving this shift. When consumers are informed and have diverse, high-quality options, trial and adoption follow naturally,” shares Arjun.

Leeza explains that in a country that is often perceived as conservative, conversations around sexual wellness in India have quietly but significantly evolved. Despite societal taboos and the ever-present log kya kahenge (what will people say) mindset, there is an undeniable, private acknowledgement of the importance of a fulfilling and joyful sexual life. Love, pleasure, and desire are universal human experiences, and India is no exception. She adds, “Several key factors have contributed to this shift. The expansion of internet access, the rise of e-commerce, and a younger generation that prioritises personal well-being and individual choice have played pivotal roles in normalising conversations around sexual health. In 2024, milestones such as the increasing diversity of our customer base and the growing acceptance of pleasure products marked significant progress. Another key trend will be the shift toward self-care in sexual well-being. Consumers will recognise that sexual wellness is not just about physical pleasure but also about fostering deeper intimacy, comfort, and emotional connection—both with themselves and their partners. At Leezu’s, we are committed to leading this pleasure revolution, creating a world where all sexual experiences are safe, consensual, and truly pleasurable.”

Customer Demand & Feedback is a Testimony

Leeza states that at Leezu’s, they now receive orders from across India—not just from metropolitan hubs like Mumbai and Delhi but also from regions as remote as Kashmir, Andaman & Nicobar Islands, Nagaland, and Bihar. “This widespread demand underscores a simple truth: sexual wellness transcends geography, profession, and social background—it is a fundamental human need,” she highlights.

Arjun mentions that at Love Depot, they recognise that consumers exist all over the spectrum, regardless of wallet size, orientation or preferences. “We have a wide, curated range of products across price points, as well as a variety of powered, non-powered, remote-controlled, and even app-controlled products. We also have a great range that caters to male audiences, which are highly underserved in this space today. We provide discreet billing and shipping and also have a self-pickup option for added privacy when needed.”

As pleasure integrates into self-care, Arjun says that the brand is proud to lead this transformation with quality, variety, and trust.

Is Gender Dynamics Still a Burning Question?

Gender dynamics remain a crucial aspect of the conversation about sexual wellness in India. While there is a general stigma around sexuality, female sexual agency faces even greater societal resistance. Men still find it easier to purchase sexual wellness products, whereas many women hesitate to prioritise their own pleasure. 

“For example, a woman in India today is more likely to use a vibrator if her husband buys it for her and supports her in doing so. However, we’re seeing a powerful shift—more women are reclaiming their sexual agency, purchasing pleasure products independently, and breaking free from outdated notions of shame. This change is deeply empowering and marks an important cultural milestone,” Leeza points out. “As we look toward 2025, I foresee several key trends shaping the sexual wellness industry. First, we anticipate an even greater normalisation of pleasure products, with items like massagers and lubricants becoming as common and accessible as everyday wellness essentials—think toothbrushes or skincare products. As stigma continues to dissolve, these products will become available at a wider range of price points and distribution channels, making them more affordable and accessible for all. Inclusivity and gender equality will also play a growing role in the sexual wellness space.” 

As conversations about pleasure become more open, people will feel more comfortable discussing sexual health needs. With increased education, consumers will have access to a wider range of high-quality, science-backed products.

Expanding into Smaller Cities and Rural Markets

Arjun shares that he has seen strong business contributions from smaller cities right from day 1, driven by their education-led approach, diverse portfolio, and commitment to privacy and discretion. “Tier 2 and beyond have shown notable demand for male pleasure products, and our wide-ranging offerings ensure consumers find options that fit their needs. Given that the Indian consumer values both quality and affordability, we launched The Great Indian Pleasure Fest (GIPF)—now in its second year—to make pleasure as mainstream as Big Billion Days did for e-commerce. To expand accessibility, we’re beginning to leverage vernacular content (Tanglish, Malayalam) and regional influencer collaborations, ensuring pleasure speaks every language and reaches every consumer, everywhere.”

Leeza has witnessed a significant rise in demand from Tier 2 and 3 cities across India. “While metropolitan hubs like Mumbai, Bangalore, and Delhi remain key markets, we are now receiving orders from every corner of the country—from Kashmir to the Andaman & Nicobar Islands, from Nagaland to Daman. This growing demand signals a crucial shift in cultural openness, where people are becoming more curious, informed, and proactive about their sexual health and well-being, even in traditionally conservative regions.”

Leezu’s approach to expanding into smaller cities and rural markets has been centred on accessibility, education, and discretion. By leveraging e-commerce, they ensure that high-quality sexual wellness products are available across India, regardless of location. Features like discreet packaging, cash-on-delivery options, and seamless digital payments (including UPI and EMI) have helped make these products more accessible and less intimidating to purchase.

“However, accessibility alone is not enough—normalising the conversation is just as crucial. The stigma surrounding sexual wellness, particularly in smaller cities, often stems from a lack of open dialogue and education. To bridge this gap, we prioritise informative and engaging content that empowers people to make confident, informed decisions about their sexual health. Through expert-led blog posts, candid social media discussions, and community-driven conversations, we are actively shifting the narrative—reframing sexual wellness as an essential part of self-care rather than a subject of shame or secrecy.

The surge in demand from Tier 2 and 3 cities reinforces a powerful truth: the need for sexual wellness solutions is universal, cutting across geography, profession, and socioeconomic backgrounds. As cultural taboos begin to fade, we remain dedicated to creating a space that is not only accessible but also inclusive, judgment-free, and supportive. Our goal is to ensure that every individual—regardless of where they live—feels seen, heard, and empowered to prioritise their sexual well-being with confidence and dignity,” Leeza explains.

Educating Customers without Alienating Them

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Leeza mentions, “As a brand, a big USP we also have is that I have been synonymous with sex education in India for nearly a decade and have organically created the largest sex-positive community in the country (over 3M followers across Instagram, YouTube, and Facebook). Education and community are thus absolutely central to Leezu’s. Breaking the stigma around sexual wellness in India requires a thoughtful and inclusive approach—one that educates without overwhelming or alienating people. We focus on making these conversations feel natural, approachable, and rooted in self-care rather than shame.”

Their brand strategy is centred on creating informative, non-intimidating content that resonates with diverse audiences. Through blogs, social media, and expert-led discussions, they provide scientifically accurate, culturally sensitive information that empowers people to make informed choices about their sexual health. By positioning pleasure and intimacy as essential aspects of overall well-being—just like skincare or mental health—they help normalise the conversation.

Arjun talks about how Love Depot goes about it. “We blend education, humour, and storytelling in an attempt to normalise pleasure and make the pursuit of pleasure stigma-free. While the topic remains sensitive, younger generations are embracing self-care and pleasure products more confidently. Influencers like Dr Cuterus, stand-up comedians, and lifestyle creators have been game-changers, turning taboos into mainstream conversations through lighthearted yet informative content. Our collaborations with sex educators provide credibility while engaging formats like short-form videos, memes, and expert Q&As drive awareness without making it overwhelming.” By using a mix of education, entertainment, and relatable storytelling, the brand creates a safe space for consumers to explore confidently, making pleasure a conversation, not a controversy.

“Platforms like Instagram, YouTube, and community-driven spaces have been especially impactful, allowing us to engage with people in a way that feels safe, relatable, and stigma-free. By fostering an environment of trust and openness, we’re not just selling products—we’re reshaping the narrative around sexual wellness, making it accessible, inclusive, and judgment-free for everyone,” Leeza notes.

Quick-Commerce Demands: Discreet and Fast Deliveries in the Sexual Wellness Market

Quick commerce has revolutionised shopping in India, especially in metros and Tier 1 and 2 cities, with consumers now expecting rapid delivery. Platforms like Blinkit and Zepto have raised expectations for speed and convenience, even in the sexual wellness space.

Arjun says that to stay ahead, they are optimising delivery timelines, ensuring a seamless and efficient shopping experience. “Having said this, at Love Depot, privacy is non-negotiable. Discreet shopping isn’t just about convenience—it’s about ensuring absolute confidentiality at every step. Our plain, unbranded packaging and discreet billing ensure purchases remain inconspicuous, both during shipping and on transaction records. As quick commerce reshapes consumer expectations, we are optimising faster, seamless, and private deliveries while maintaining a trust-led experience. Beyond logistics, we build consumer confidence through expert-backed content, relatable storytelling, and a frictionless shopping journey, making pleasure easy, discreet, and judgment-free.”

“We’ve adapted our logistics and customer experience to cater to this growing demand for fast and discreet deliveries while ensuring that our customers feel comfortable, secure, and excited about their purchases,” Leeza emphasises. “Discretion remains a top priority for our consumers. Many people in India still face societal stigma around purchasing sexual wellness products, so we’ve designed our packaging and delivery process to be as seamless and confidential as possible. All orders arrive in plain, unbranded packaging—just a standard brown e-commerce box with no mention of the brand or product. This ensures that customers don’t have to worry about judgment from family, neighbours, or delivery personnel.”

She talks about how, at the same time, we know that while customers want discretion publicly, they also seek joy and representation privately. “That’s why our products are designed to be discreet in form—looking more like gadgets than body parts—but vibrant and playful in personality. With bright turquoise and pink hues and proudly desi names like Pyaari, Toofaan, Natkhat, and Jaadugar, our toys make the unboxing experience special. We often hear from first-time users that receiving their Leezu’s package feels like a magical and exciting moment—one they’ve eagerly anticipated.” 

To ensure a smooth shopping experience, the brand has optimised its fulfilment process for same-day and one-day delivery in Mumbai, allowing customers to receive orders quickly and avoid delays. With multiple delivery options, they cater to evolving consumer needs, making access to sexual wellness products as convenient as other self-care essentials. By combining speed, discretion, and an engaging customer experience, the company is transforming the way sexual wellness is accessed in India, making it safer, easier, and more enjoyable for all.

Navigating India's Advertising Restrictions for Sexual Wellness Brands

The main challenge in promoting sexual wellness products is not just cultural stigma but also the systemic censorship imposed by major tech platforms like Meta and Google, which restrict access to information, products, and advertising related to sexual and reproductive health.

Leeza explains, “One of the most frustrating aspects of these restrictions is the glaring double standard—while products like Viagra can be openly advertised, vibrators and other pleasure products face strict censorship. This is why many in the industry, including us, have resorted to calling them "massagers" to navigate ad policies. Even purely educational content about sexual health is frequently shadowbanned or removed, limiting access to critical knowledge. What’s even more surprising is that in 2024, one would expect progressive, seemingly left-leaning tech platforms to support and amplify conversations around sexual health and wellness. Instead, there remains a deeply ingrained gender bias and sex-negative approach within their content and advertising policies—something that has been extensively documented. Despite these challenges, we continue to find ways to connect with our audience—whether through educational content, community-driven discussions, or influencer collaborations that foster organic engagement.”

Arjun points out that navigating India’s strict advertising landscape requires a strategic, multi-pronged approach. “Platforms closely regulate product names, visuals, and ad placements, which is why we use permissible terminology like ‘massagers’—consumers are smart enough to understand. Rather than relying on traditional ads, Love Depot leans into storytelling, humour, and influencer collaborations to drive awareness and engagement while staying within guidelines. We also focus on education-led marketing, helping consumers in making pleasure a part of self-care and wellness. Consumers today expect quality, innovation, and discretion. As India’s largest pleasure superstore, we meet these expectations by offering a curated, compliant, and accessible shopping experience—ensuring that pleasure is accessible and affordable.”

Balancing Cultural Sensitivity and Normalizing Sexual Wellness Conversations

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Navigating sexual wellness in a culturally sensitive way while normalising conversations around it requires a deep understanding of societal norms, values, and the existing stigma.

“We balance education with cultural sensitivity. Gen Z and Millennials may be open to pleasure products, but we must still ensure our messaging is tasteful, relatable, and informative. We focus on education-led content, using expert collaborations, storytelling, and real-life narratives to make pleasure feel approachable and accessible. By localising messaging and engaging regionally, we cater to India’s linguistic and cultural diversity without alienating any audience. Despite advertising restrictions, we innovate through discreet campaigns and impactful content, helping normalise pleasure and building a long-term, trusted ecosystem,” Arjun shares.

Leeza asserts that approaching this with a balance of empathy, education, and relatability, ensuring the messaging feels approachable rather than provocative, is key. She adds, “We focus on positioning sexual wellness as a part of overall well-being—just like skincare or mental health—rather than something taboo. By framing these conversations around self-care, confidence, and relationships, we help people feel more comfortable engaging with the topic. Our content is crafted to be informative yet non-intimidating, using language that resonates with diverse audiences without alienating them.”

“Through our marketing, we emphasise empowerment and education over shock value. We collaborate with trusted voices who can bridge the gap and make these conversations feel natural and relatable. By fostering a space that is both inclusive and stigma-free, we’re helping to shift the narrative, making sexual wellness a topic that is normalised, accessible, and celebrated,” Leeza further states.

Compliance and Effective Marketing in Sexual Wellness

Navigating India's legal landscape for sexual wellness requires a careful balance between compliance and impactful marketing. Leeza clarifies that her brand ensures strict adherence to obscenity regulations by positioning the products within the framework of health, self-care, and well-being rather than explicit content. “Our branding and communication focus on education, body positivity, and pleasure as an integral part of overall wellness.”

Innovating in Sexual Wellness: Meeting Demand with Creativity and Sensitivity

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Innovation is a key driver for the sexual wellness portfolio. 

“In fact, we have seen innovative products do well even at premium price points and contribute over 20% to our business. Since we are a platform with multiple brands, we are always screening brands around the world for something new and exciting for customers while keeping a tight check on the quality parameters. We track trends to enhance experiences with features like varied stimulation, temperature sensitivity, and ergonomic designs. Our team travels to industry shows and expos around the world to hunt for the best offerings and to learn about the latest innovations. Beyond products, we invest in education, expert-led content, and influencer collaborations, which helps consumers understand how to use these products and explore their pleasure potential,” Arjun claims.

Leeza shares that as someone who has been an avid fan and user of intimate products for over a decade, she has had the opportunity to explore the best global brands and products firsthand. “This hands-on experience shapes how we approach product design with our manufacturers —bringing the most effective and innovative products to market while being mindful of cultural nuances. One of the key ways we differentiate ourselves is through our design philosophy. We recognise that in India, discretion is a major consideration when it comes to sexual wellness products. Our designs are playful and exuberant but always mindful of the Indian consumer’s need for discretion—for example, our suction massager is designed to look like ear pods, and our vibration massager resembles lipstick. This ensures that our products blend seamlessly into daily life without drawing unwanted attention.”

Leezu’s celebrates its Indian identity through its branding by embracing a proudly desi approach, with products like Pyaari (clitoral stimulator) and Toofaan (male stroker) that challenge Western notions of pleasure. These playful, culturally relevant names help reclaim and celebrate sexuality, countering colonial influences and societal shame. The brand's popular products, Pyaari and Toofaan, are designed to be accessible, effective, and beginner-friendly, offering a joyful experience when paired with their lubricant, Love Jelly. 

Vision for the Future of Sexual Wellness in India: Mainstream, Tech-Driven, and Inclusive

The future of sexual wellness in India is mainstream, tech-driven, and experience-led, states Arjun. “As stigma fades and awareness grows, consumers are becoming more comfortable exploring pleasure, with rising demand across genders for both solo and couple-focused products.” 

He mentions that innovation will be key. “Our App-Controlled range has gained strong traction, solving a major intimacy barrier—distance. As we move forward, we’re expanding our sex-tech offerings with multifunctional, intelligent products that cater to diverse needs and budgets. We’re building a holistic pleasure ecosystem with the best of international brands and our in-house brands, Skore and MsChief. We are also investing in educating consumers about different categories, as we believe education is central to this evolution, and we are launching a dedicated initiative to empower consumers with the right knowledge, ensuring pleasure is explored with confidence. We are hopeful that Regulations will evolve. As India's largest pleasure superstore, Love Depot is committed to shaping industry standards, advocating for better awareness, accessibility, and acceptance, and making pleasure a trusted, celebrated part of self-care and relationships.”

Leeza puts forth the point that as internet penetration expands and with the rise of e-commerce, digital payments, and convenient options like UPI, EMI, and cash on delivery, more Indians have access to pleasure products than ever before. However, while accessibility has improved, dismantling generational shame and ensuring privacy remains a far greater challenge—one that cuts across geography, social strata, and cultural norms. 

She shares, “I hope to see a future where no one has to hide their identities, sexual health needs, or relationships from their families, and where conversations about pleasure are free from stigma. The shift in consumer perception is already underway. More and more people are realising that pleasure products are not taboo or embarrassing but are, in fact, powerful tools for enhancing intimacy, self-awareness, and overall sexual well-being. My vision is for sexual wellness products—such as toys and lubricants—to be as widely available, affordable, and destigmatised as any other everyday wellness item, like toothbrushes or face wash. While this may take longer than five years, I believe we are on the right path.

In terms of product diversification, I see the future of sexual wellness in India embracing inclusivity and innovation, with products designed to cater to diverse needs, genders, and pleasure preferences.”

It is clear that the need for more high-quality, body-safe, and aesthetically designed options that fit seamlessly into people’s lives is now more than ever. “I hope for a future where social media restrictions and outdated obscenity laws no longer hinder access to sexual wellness products or scientifically accurate information. A more progressive legal framework would allow for customers to have even more choices, as well as for education around sexual and reproductive health and rights to be more straightforward. At Leezu’s, we aspire to be at the forefront of this pleasure revolution. My overarching vision, since the inception of my digital platforms seven years ago, has always been to create a world where all sexual experiences are consensual, safe, and pleasurable. That vision continues to drive me—toward a future where conversations around pleasure are open, positive, and free from judgment, and where every individual has access to high-quality products, inclusive solutions, and a wealth of empowering science-backed information,” she concludes.