“Why do I need something like this?” This has been the attitude among men for a long time when it comes to sex toys. A survey published on The Lancet found this to be one of the possible reasons why heterosexual men are not among the top users of sex toys in India.

However, the mindset is changing – so say India’s leading sex toy companies now. Thanks to India’s bedroom revolution, sex toys are finally taking off in 2024. This shift was driven by a new wave of brands selling these products online, a growing number of sex educators and sexual wellness influencers, and the normalization of sex toy use. Through their availability on instant delivery apps like Swiggy Instamart, Zepto and Blinkit.

According to the ‘Led in India’ survey conducted by bedroom essentials brand MuMuse with 10,000 participants, 45 per cent of Indians use sex toys, and 78 per cent discuss it openly with their friends.

Industry experts, as well as some research, suggest that women are more likely than men to report owning sex toys. This can be attributed to the destruction of female sexual pleasure and wider orgasm intervals. According to a MyMuse survey, 69 percent of women experience better orgasms without sex toys.

“While women have historically been more vocal in adopting pleasure products, men are also catching on,” says Arjun Shiva, business head, Love Depot.

Female happiness and the obstacles overcome by it

In India, it has taken a long time, effort and a gradual change in social attitudes towards sexuality and women’s rights for female pleasure to come to the forefront.

“Relatively speaking, men face fewer barriers when purchasing sexual wellness products than women, who generally face significantly higher levels of stigma and judgment. Systemically, women generally receive less privacy and agency in families and society due to patriarchy. “It’s generally more challenging for women to openly explore and purchase products for their sexual pleasure than it is for men,” says Lisa Mangaldas, sex educator and founder of self-care brand LeeZoo.

“So, statistically speaking, right now in India – and actually, even globally – a woman is more likely to have a sex toy if her partner has brought it for her. However, the number of women taking responsibility for their own happiness is increasing, which is both empowering and transformative. This change signals a positive change, which is what I am personally most excited about,” she says. India Today,

‘manly’ attitude

However, for men, hesitation, social taboos, judgments, and shame associated with the use of sex toys often prevent them from exploring these options.

“This is probably due to patriarchy, of course – since much of masculinity depends on heterosexuality and sexual success with women, a man who has to ‘resort’ to sex toys is seen as a loser or a pervert. Is,” one Reddit user wrote in a post discussing why it’s embarrassing for a man to want a sex toy for himself.

“I think the difference is probably that women have fewer orgasms during sex than men; So when women have sex toys it’s just for orgasm, whereas when men have sex toys it’s because they’re weird. This is a ‘perception’ created by the society,” another comment on the post read.

However, the stigma is decreasing.

“Although women have traditionally led this field, the stigma around using male pleasure products is slowly diminishing,” says Anushka Gupta, founder of MyMuse.

“Products like Toofan have emerged as bestsellers, reflecting the eagerness among men to explore their sexual pleasure as well as becoming more self-aware of their sexuality, anatomy and health. This year, we hope this trend will gain further momentum due to increasing awareness and availability of products for male sexual wellness,” says Mangaldas.

According to him, Indian men are likely to adopt tools that provide an informed and pleasurable understanding of their sexual health and desires, as social conversations around sex and pleasure are becoming more mainstream.

Experts say this shift is also driven by designs that prioritize the development of discretion and men’s pleasure, with men actively exploring sexual wellness as an integral part of comprehensive self-care.

“Products such as stroker sleeves (both powered and non-powered), vibrating rings and app-controlled devices are gaining popularity, which shows that men are becoming more experimental with their choices,” says Shiva.

couple happiness comes first

Not just self-pleasure, sex toys are also helping in creating and maintaining intimacy between couples.

“Women report experiencing better orgasms with sex toys. For men, the biggest benefit comes in the form of an improved connection with their partner, with 31 per cent of men saying that toys have improved their intimacy with their partner,” the ‘Led in India’ survey said Is.

The focus on male pleasure has now shifted to mutual pleasure. Leading brands in the sector have a ‘for couples’ range, which usually includes tools for ‘him’ as well as ‘hers’.

“Interestingly, men often shop for their partners,” says Gupta.

Love Depot also reports a growing demand for couple-focused products.

“We have seen a growing demand for couple-centric products, which is now matched by the popularity of singles items designed specifically for them,” says Shiva.

The revolution continues in 2025

While 2024 was the year that sex toys took off, this revolution is set to continue this year as well. Industry leaders hope that pleasure products will become even more accessible and mainstream.

“First, we are likely to see even greater normalization of pleasure products, with things like massagers and lubricants becoming as common and accessible as everyday wellness products – think toothbrushes or face wash. Additionally, there will be a focus on inclusivity and gender equality in the sexual wellness sector,” predicts Mangaldas.

She also believes that this year more people will understand that these devices are not just about physical pleasure, but about promoting better intimacy, comfort, and connection with themselves and their partners.

According to Gupta, there are some trends to pay attention to:

• technological integration:Expect advancements in connected devices with customizable options and features to enhance the user experience.
• educational material: Brands will continue to drive sex education initiatives to normalize sexual wellness and empower consumers. More producers will follow suit, as well as increasing sex representation in OTT content.
• simple use: Tier-II and III cities will emerge as important growth markets as social taboos continue to erode (PS: There is already high demand in these areas).