Pleasure and Progress: The Rapid Rise of India’s Sex Toys Market

Let’s talk about a market that is buzzing quietly, growing rapidly, and breaking boundaries with every passing year—the Indian sex toys industry. Once whispered about behind closed doors, this industry is now confidently stepping into the spotlight, and for good reason. With a CAGR of 15.44%, the market is projected to grow from USD 118.01 million in FY2024 to a jaw-dropping USD 372.10 million by FY2032. But what’s fueling this growth? A mix of societal change, digital empowerment, and a new generation that refuses to be shamed.

India's evolving sexual wellness landscape is no accident. For years, the idea of openly discussing sex, let alone sex toys, was considered off-limits in most Indian households. But urbanization, increased exposure to global culture, and the unstoppable rise of social media have begun dismantling the stigma. Sex toy products have started to shift from being seen as taboo novelties to being recognized for what they truly are—products that support mental, physical, and emotional wellbeing.

There was a time when buying a pack of condoms from the pharmacy felt like a covert operation. You’d mumble your request, avoid eye contact, and hope no one was watching. Fast forward to today, and people are casually adding vibrators and lubricants to their Zepto carts, right alongside their almond milk and oat cookies. That evolution isn’t just cultural—it’s economic, social, and technological.

For decades, India’s adult wellness market existed in a shadow economy—there was demand for sex toys, but it was silent. Products were hidden away, shrouded in shame, and access was limited. But now, the cultural tide has turned. Where sex education once meant a single awkward PowerPoint slide, today, brands like IMBesharam and MyMuse are having real conversations about intimacy, pleasure, and wellness.

In fact, awareness around sexual products and wellbeing is now expanding so fast that it's influencing everything from purchasing behaviors to product development. This isn't just about having fun—although there's plenty of that too. It's about normalizing self-pleasure awareness and understanding about healthy sex life. Educational initiatives from NGOs, healthcare professionals, and forward-thinking brands are tackling long-held myths, sparking honest conversations, and validating a person's right to pleasure. That ripple effect is giving rise to inclusive pleasure products and an educated and curious consumer base.

One of the most exciting developments in this space is the way digital platforms has become e-commerce for pleasure making access easier and more discreet. Without the discomfort of walking into a physical store, consumers can now browse, compare, and purchase products in the privacy of their own homes. Brands like Peppy, Inc., which teamed up with actor and content creator Bhuvan Bam as both co-founder and investor, are breaking boundaries and reshaping the D2C intimacy experiences. The digital-first approach includes educational content, fun branding, and even celebrity endorsements, helping to shift public perceptions from awkward to empowering.

And change is here. According to MyMuse's Laid in India 2025 report, which surveyed over 10,000 Indians:

• 87% don’t wait for marriage to have sex
• 78% feel comfortable discussing sex toys with friends
• 69% of women report better orgasms using toys

The narrative around sexual health is shifting. Instead of focusing solely on STIs and contraception, people are now talking about sexual happiness.

Is it only feminine in nature?

This slow but steady sexual awakening isn’t limited to any one group. Wo and  are leading the charge, both as buyers and influencers of the market. With increasing control over their finances, access to information, and the tools to shop privately, women are no longer holding back. Products like Indian bedroom accessories, orgasm enhancing tools, G-spot massagers, and couple's kits are flying hits from the digital pleasure economy. According to a recent infographic by Love Depot, female pleasure products now account for 55% of total sales in this segment, and partner play products make up 50% of other sales—clearly, couple intimacy products are becoming a shared, empowered experience.

Importantly, this isn’t just a female revolution. Young men and couples are stepping in with enthusiasm and openly asking for men’s pleasure products. In fact, 36% of MyMuse buyers are couples shopping together.

The revolution isn't just gendered—it's intersectional. Members of the LGBTQIA+ community are finding their voices and needs reflected in this growing market. From discreet adult shopping experiences to specially designed products, this demographic is helping fuel innovation and diversity. Interestingly, many consumers trace their first exposure to sex toys back to ads on adult websites or chats with peers in the LGBTQIA+ community. Now, thanks to better access, affordability, and acceptance, they are transitioning from curiosity to actual consumers. Gen Z, in particular, has no patience for shame.

The Brand-wagon

Brands have completely rewritten the playbook. Gone are the outdated "performance enhancement" ads. Today, companies focus on education, comfort, and empowerment. Brands like MyMuse India, launched in 2021, are redefining the idea of what an Indian sexual wellness innovation company can be. With offerings ranging from massage oils and stress-relief massagers to intimate toys and games, MyMuse isn’t just selling products; it's creating an entire lifestyle ecosystem around pleasure. The goal? To make sex positive, inclusive, and well, normal.

The growing momentum has caught the attention of not just start-ups but also legacy players. Take TTK Healthcare Limited, for example. Their venture, Love Depot, is helping shift mainstream understanding by offering a curated, educational, and dignified shopping experience. Meanwhile, categories like costumes, pleasure enhancers, lubes, sex robots, bots, and dolls are gaining traction as users embrace fantasy, role-play, and exploration.

'Made in India' Meets Real Challenges

India’s new generation of sexual wellness brands is bold, innovative, and proudly local. Gone are the days of questionable imports and awkward in-store experiences. While many products are still imported, with the global sex toys market growing at the CAGR of 8.45%, the momentum toward domestic production is also growing. For brands like Sangya Project, the road hasn’t been smooth. In the beginning, manufacturers refused to take their calls. Now? Suppliers are lining up to work with them.

Sangya Project, India’s first local pleasure product manufacturer, was born out of a simple insight: most international toys weren’t designed for Indian bodies. Founder Shweta Sangtani notes, "The body ratios between Caucasians and South Asians differ. So we built something better." Their strategy is working. The company has reported 12-13x growth since 2020, with a 30% revenue bump in just one month thanks to quick commerce platforms. Packaging has also evolved. This shift is embraced socially as well.

With Gen Z leading the charge (over 50% of MyMuse’s first-time buyers are aged 22-28), pleasure is becoming part of mainstream conversations. And investors are paying attention. Still, hurdles remain and advertising is another beast. With face stricter ad restrictions than beauty or wellness brands, even showing the product on Instagram can lead to account bans. So, brands have turned to influencer marketing, organic content, and D2C platforms to reach customers.

The Money Making Syndrome

"We’re in the golden era of sexual wellness in India. In the past year alone:

• Four brands raised over $5 million
• Three added celebrity co-founders
• Two pitched on Shark Tank
• One closed a $10 million Series A round

What’s truly fascinating is that all of this change is not confined to metro cities. As LGBTQIA+ voices grow stronger and Gen Z sexual trends continues to challenge the status quo, smaller cities like Jaipur, Indore, and even parts of Assam are seeing a rise in discreet orders and online sex stores. Even more impressive, IMBesharam reports that 54% of their revenue now comes from Tier 2 and Tier 3 cities. Blinkit and Zepto have seen repeat purchases jump 60%, proving that interest extends well beyond big metros.

With quick commerce surging and local manufacturing scaling, profit margins are rising fast. MyMuse is already profitable. That Sassy Thing has seen 300% YoY growth. Sassiest, while still bootstrapped, is clocking 300-400% growth, with 70% of revenue from quick commerce.

What’s Next?

It is not just the Indian sex toy industry but Asia Pacific region is experiencing significant growth, with China sex toys market and Japan sex toys market leading the way

But in India, this isn’t just a market; it’s a movement. The future of India’s sex toys market is not just about sales figures and CAGR percentages—it’s about a cultural movement toward freedom, consent, wellness, and future of intimacy. As women demand better, as men embrace openness, and as technology brings innovation, India’s sex toy industry isn’t just growing—it’s thriving. What was once hidden under layers of societal discomfort is now being unwrapped, repackaged, and proudly delivered to doors across the country.

India is talking. India is learning. And most importantly, India is embracing pleasure with open arms and an open mind.

So if late-night Maggi can be your go-to comfort food, why not a massager as your go-to comfort tool?