Is Sex The ‘Secret’ To A Healthy Relationship? 

7 Women Changemakers Who Are Breaking Sexual Health Taboos With Their Brands

The world of sex toys and pleasure products has always existed, but these were earlier procured with much jugaad. Unfortunately, vibrators, dildos or even supplements have been shrouded under the veil of secrecy for a long time, bringing with them a whole lot of shame and guilt.We’ve definitely moved past that – the proof lies in the emergence and rise of the sexual wellness industry in India. While it may only be a ‘drop in the ocean’, it reflects a growing clarion call for ‘right to pleasure’, particularly for vulva owners and the LGBTQ community.Let’s set the context with some statistics. According to a report published by Allied Market Research, the Indian sexual wellness market clocked a revenue of $1.15 billion in 2020. The numbers are likely to go up to $2.09 billion by 2030.Some of the prominent brands in this space, including That Sassy Thing, MyMuse India, IMbesharam, and Bleu, amongst others, have not only taken a leap of faith – they are the frontrunners in steering a new-age movement that encourages individuals to be bold and unapologetic, with regard to self-pleasure.Zee Zest caught up with some of the leading voices in the sexual wellness industry – from brands to pleasure and queer-inclusive sex educators – to understand the trends that are promising in this space, and more.<h2>Celebrating real people and their bodies</h2><figure class="image"><img src="https://assets.zeezest.com/images/PROD_1_1677066069490.jpg"></figure>Sachee Malhotra, Founder at That Sassy Thing, was always appalled by the narrow and misogynistic approach taken by sexual wellness brands in India (and many across the globe). She wanted to create a brand that made people feel good about their bodies and sexualities – something that Sachee believed was absent in the hypersexual approach taken by most.“Since there wasn’t a brand showing real bodies and celebrating real people and their experiences – I created one. We’re not just about the products we sell; we are also redefining the entire sex-end experience (before, during and after),” she shares. It helped that she had previously worked on an Indian sexual wellness brand, and certain projects in the US that set the ground for her to build something meaningful.AlsoRead0Similarly, Anushka and Sahil Gupta, founders of MyMuse India, who describe themselves as “India’s first luxury intimate wellness brand,” wanted to change the discourse about sexual wellness and pleasure in the country. Today, they offer an interesting range of massagers, games, candles, and even kits that cater to solo or collective sexual needs.“Through MyMuse, we’re giving Indians access to safe, high-quality, and discreet products for their bedroom experiences in a way that celebrates intimacy. We believe that sexual wellness is a fundamental part of one’s overall wellness,” they say.Ironically, India is the birthplace of the Kamasutra that celebrates pleasure and desires, and yet we are held back by the ‘log kya kahenge’ syndrome. Hiding sexual yearnings behind the heavy curtains of stigma, guilt, and judgement has been the norm over the last few decades.Having witnessed the disparity in the demand for pleasure and the absence of spaces for Indians to access the same, co-founders Raj Armani and Salim Rajan brought IMBesharam to life. Today, it is India’s largest, most loved sex-positive brand and an adult products megastore, with over 2,000 pleasure products and more than 120 brands.“Our vision is to normalise pleasure and democratise sex across generations, communities, and societies,” says Raj. He shares that 70 per cent of their sales every month are women-oriented products. Interestingly, over Rs 50 lakh worth of vibrators alone were sold in December 2022.<h2>Noteworthy trends in women's sexual wellness</h2><figure class="image"><img src="https://assets.zeezest.com/images/PROD_edited%2034_1676972390242.jpg"></figure>Raj makes an interesting observation. IMBesharam saw a 20 per cent increase in consumers looking for BDSM (bondage, discipline, sadism, masochism) accessories in the last two quarters. “With sexual wellness toys such as BDSM accessories, strap-ons, and edibles flying off the shelves, it’s a no-brainer that the sex tech space is set to explode within the next decade or so, and IMBesharam is right at the centre,” he adds.What’s more, individuals are beginning to slowly open up to the idea of gifting sexual wellness products, believe the founders of MyMuse and That Sassy Thing. “Since 60 per cent of our orders are gifts, we have also seen that pleasure products are becoming more mainstream and being normalised among friends, partners and beyond. The other day, I met a customer and she was casually giving me feedback about our products and how much she loved them, in front of four other people (men and women) and there were no smirks from anyone,” mentions Sachee.There are also more candid conversations around topics and concerns dismissing taboos, with greater openness in discussing sexual dysfunction and health.“It is imperative to know how to mitigate such problems, which can be done when everyone at the table is ready to talk about it,” add the Gupta duo.AlsoRead2<h2>What’s next in women’s sexual health and wellness?</h2>For the longest time, women’s sexual health and pleasure needs have been ignored, while a man’s has taken precedence, reveals Komal Baldwa, founder of India’s first vegan condom brand, Bleü.“With the coming of age of sexual wellness startups, there is a drastic change in the approach. Now, men also prioritise fulfilling their partner’s needs in a sexual relationship. Moreover, Gen Z and millennials are really open to experimenting,” she affirms.From being sold in dark and dingy corners of cities to pleasure products being available online, there is definitely progress. E-commerce has helped to a great extent, but we have a long way to go.<figure class="media"><oembed url="https://www.instagram.com/p/CaMv6VOsoCp/?igshid=Yzg5MTU1MDY="></oembed></figure>Seema Anand, mythologist, storyteller, and a popular sex educator, is of the view that for the longest time, a woman’s pleasure and even thoughts have been someone else’s property, which is what led her to look for literature that spoke of sexual agency pro-women. She admits that there has been some change over the last few decades, but it’s worrisome how there still exists a large section that wants to silence women, and does not want the narrative to change.However, Seema applauds the efforts of the many players in the sexual wellness industry, who are working hard to change the landscape. “The fact that even one person out there is ready to say ‘this gives me pleasure’ is fantastic. Let’s just say the voice has to be started before it can be added to. It’s great that there is an industry of sex toys and pleasure products in India. I know how hard they work not just in creating beautiful pleasure products, but also weaving a narrative around it,” she concludes.

Industry experts share how Indians are warming up to talking about, using and gifting pleasure products.


India’s sexual wellness industry is creating a strong narrative around pleasure and queer-inclusive products. Find out what industry experts are saying.  

How Women's Sexual Wellness Brands Are Becoming Popular In India 

India’s Sexual Wellness Market Is Finally Turned On

Sexual Wellness

Sexual Health

Sex Toys

 Pleasure Products 

Women’s Health  

6 Pre-Wedding Beauty Treatments That Ensure The Perfect Bridal Glow

From Extravagant To Sustainable, Indian Weddings Are Changing 

Gone are those days when brides would indulge in a home quarantine of sorts during the weeks preceding their wedding. The modern bride is up to the minute and likes to take charge and micro-manage every single proceeding. Simply put, her wedding is her own bailiwick today. And so, keeping fit inside-out comes as a non-negotiable prerequisite for all the brides-to-be.Being watchful of your diet not only helps you inch closer to the skin and hair of your dreams but also amps up your energy levels to keep up with the hysteria before and during the wedding. In consensus, Aman Puri, founder, Steadfast Nutrition, says, “While skincare and haircare regimes are on their priority list, women should be very particular about their diet at least 12-14 weeks before the wedding to glow healthily from the inside. Brides-to-be must ensure that they stick to a nutritionally balanced diet that includes all the macro and micronutrients.”<figure class="image"><img src="https://assets.zeezest.com/images/PROD_1_1674647924963.jpg"></figure><h2>What’s an ideal bridal diet, anyway?</h2>Contrary to popular belief, brides don’t essentially need to indulge in ‘crash’ or other fad diets for that much-coveted toned body. “Brides should have well-rounded diets containing good quality protein sources, essential fats, complex carbohydrates, fibre, vitamins and minerals,” informs nutritionist Rakhee Jain. “With the quantum of stress that brides have these days, it is vital to have foods rich in antioxidants, namely fruits and vegetables,” she adds.<figure class="image"><img src="https://assets.zeezest.com/images/PROD_2_1674647918510.jpg"></figure>Going by that, can a nutritionally rich, well-balanced diet work just as fine? Absolutely. According to nutrition expert and author Shonali Sabherwal, a nutrient-dense diet is “one that includes all food groups: whole grain, vegetables, lentils, legumes, nuts and seeds and fermented foods.” She also points out that an ideal diet should be devoid of “sugar, dairy, white refined flour, processed foods, artificial sweeteners and stimulants like coffee, alcohol, drugs and excess caffeine.”AlsoRead0<h2>And, how should a bride-to-be add value to her diet?</h2>Jain advises all the to-be brides to plan their meals well. A very common phenomenon is that they starve for the most part of the day due to a stressful and busy schedule and end up overeating at the end of the day, which circles back to disrupted eating hygiene.<figure class="image"><img src="https://assets.zeezest.com/images/PROD_3_1674647902207.jpg"></figure>When asked about how brides should structure their meal plans over the months ahead of their wedding, Jain says, “I would not really change much during the whole period of six months leading to the wedding.” However, she prefers asking brides about their fitness goals. “Most of them want to get a more toned body,” she reveals. Toning up your body is a simple affair of good habits, holistically. “At this point, having fewer cheat meals will help achieve better and quicker results. It is a great opportunity to include more vegetables and protein in your diet, have necessary supplements and cut down refined sugar, fried food and alcohol.”While your diet plays a significant role, you can’t overlook the benefits of movement. The more we get comfortable with leading a sedentary lifestyle, the less time we tend to spare out for activity, which isn’t recommended in the case of brides-to-be. “A sedentary environment enables people to make poor choices. The irony is that people are lacking proper nutrition in spite of being overfed as they are not mindful of their food choices,” says Jain. “No health routine is complete without exercise. So if a bride doesn’t work out, I would advise her to start now.”When asked about tips for around three months prior to the wedding, she recommends being religious with the same routine—adequate exercise and a mindfully curated dietary regimen—that places a focus on tip-to-toe nourishment.  AlsoRead1<h2>Eating right for healthy skin and hair</h2>Another priority of all brides-to-be is great skin and hair. Jain recommends consuming almonds, walnuts, coconut oil, seeds like flax, aliv (garden cress seeds), sunflower and pumpkin, fish, tofu, spinach, avocados, sweet potato, lentils, chickpeas to improve the health of your hair while antioxidant-rich foods like berries, oranges, bell peppers, leafy vegetables, yoghurt, kiwi, avocado and green tea can benefit the skin.<figure class="image"><img src="https://assets.zeezest.com/images/PROD_4_1674647875441.jpg"></figure>“If vegetarian, some protein in the form of tofu, or a plant-based protein would help. Whole grains like millet or brown rice are also great since they’re packed with over 70 anti-ageing antioxidants,” adds Sabherwal. “The intake of collagen may also help out the skin while biotin supplements could aid with better hair.”Puri presses on the importance of hydration too, since that’s the key to unlocking visibly fresher, plumper and healthier skin. “Drink at least 3-4 litres of water every day as it detoxifies the body and gives you that flawless skin. Besides plain water, opt for fluids such as fruit-infused water, lemon water, coconut water, vegetable juices and buttermilk.”For rejuvenated skin and hair, many choose to indulge in a bunch of treatments; it’s essential to have a post-treatment consultation with your dermatologist (or doctor) and enquire about all the dos and don’ts pertaining to your diet since you don’t want to stimulate allergies on your sensitive skin.

The experts list what to eat, what not to eat and how to eat—because good skin, hair and health begin from the inside. 


The experts list what to eat, what not to eat and how to eat — because good skin, hair and health begin from the inside.
