Mishka, 32, an IT professional, gets her groceries delivered from a well-known instant commerce platform. Last week, while stocking up for the upcoming month, she was pleasantly surprised to see that the ‘newly added’ section included intimate wellness products – everything from lubricants to vibrators to ‘steamy’ card games.

Once an underground and taboo topic, the conversation about sex toys in India has now gone mainstream, thanks to a new wave of sexual wellness brands. Discussions are no longer limited to whispers and purchases do not need to be secret (or from Thailand). Intimate wellness products are now as easy to buy as your daily groceries.

Now it would not be an exaggeration to call it ‘bedroom revolution’, because why not? Access to these products is no longer a far-fetched dream, it can become a reality with just one click.

But what is the reason for this change? And why have Indians – in metros and even Tier 3 cities – suddenly become more comfortable exploring and buying indulgent products online?

Breaking taboos, one click at a time

The change in consumer behavior is not just about convenience – it is also about a change in mindset.

“We’re not quite in a sex-positive revolution yet, but we’re on the way,” says Sachi Malhotra, founder of That Sassy Thing, a new line of sex education content across OTT platforms, social media and Instagram. Because of the wave, conversations about sexual wellness, especially for women, are becoming more mainstream.

According to Anushka Gupta, co-founder of MyMuse, “People are becoming more aware of their wants and needs, thanks to the media showcasing diverse relationships and portraying intimacy in a more realistic way.”

Arjun Shiva, Business Head, Love Depot, says India’s young and urban population is leading the way in considering sexual wellness as an essential part of their lifestyle. Millennials and Gen Z are embracing pleasurable products as tools of self-care and intimacy rather than objects of shame.

Surge in demand across India

Contrary to popular belief, the demand for sex toys is not limited to urban areas. “Tier 3 towns already account for over 20 per cent of our audience,” says Gupta. This trend reflects how the desire for intimacy and connection is universal, beyond geographical and generational divides.

Malhotra explains that demand is exceeding supply. “We can’t even meet 15 percent of our demand on instant commerce platforms, and we’re not even pan-India yet,” she says.

Malhotra attributes this boom to the internet-savvy, young population. “India’s high internet penetration and large population make it fertile ground for brands like ours. If the product and messaging are right, the demand will only grow,” she says.

Zepto, Blinkit and Swiggy are most in demand

For quick-commerce platforms like Zepto, Blinkit, and Swiggy, the addition of sexual wellness products to their already extensive ranges has made these items more accessible than ever.

Manushi Sharma, a Sonipat-based PhD student, discusses the convenience of access to products that many people were previously hesitant to buy. “Accessibility plays an important role, and is a big reason why these brands can have better sales. You would always prefer to have your product delivered in 10 minutes rather than waiting for three whole days; even if you Order from the brand’s website. I finally bought one because it was very easily available on Instamart,” she says.

“Instant commerce is the ideal channel for sexual wellness products,” says Gupta, explaining how these platforms allow users to discreetly purchase what they need and receive it within minutes. “People can control the timing and delivery, making it perfect for a joint family or someone living in a shared apartment,” she explains.

Sachi Malhotra agrees with this sentiment and says, “Unlike traditional couriers, Instant Commerce ensures that the person placing the order is receiving it, reducing the chances of awkward questions or accidental searches. ” This level of control and privacy has made instant commerce a game-changer for this category.

“People are beginning to see products for their pleasure and sexual well-being as part of their overall well-being,” says Gupta. “This change is important. It means we are finally normalizing these conversations and integrating them into everyday life.”

Designing for conscience and desire

If you’ve ever bought a sex toy in India, you might have noticed that they’re often labeled as ‘personal massager’. Naturally, we asked the brands why that’s the case, and here’s what they had to say:

“Why aren’t condoms called ‘latex for sex’?”. Malhotra asks rhetorically. He believes that terminology is about making the product acceptable, not confusing.

While sex toys are often marketed as “personal massagers” in India to manage cultural sensitivities, it is not about hiding them.

Gupta agrees that earlier depictions of sex toys in India were often graphic and lewd, creating a negative association. “Our goal was to create products that were clean, classy, ​​and culturally sensitive,” she explains.

This focus on design isn’t just about aesthetics – it’s also about functionality. “Most products were designed from a male perspective and did not cater to women,” says Malhotra. We offer a variety of shapes, sizes, and functionality, from compact travel-friendly options to dual remote-controlled massagers for couples.

Future of sexual wellness in India

As awareness and acceptance increases, so will the market. Gupta compares the sexual wellness industry to the skin care market of a decade ago and says, “People used to rely on a single product for everything. Today, they have a customized routine with serums, creams and masks. The same developments are happening in sexual well-being,” she says.

The founders are optimistic about the future. “We have only worked superficially,” says Shiva.

“The more open we are, the more we’ll see the industry grow. It’s not just a trend – it’s a lifestyle change.”