In recent years, India's sexual wellness industry has witnessed a cultural shift. Driven by women and queer entrepreneurs, brands are emerging to challenge taboos and offer products focused on safety, inclusivity, and empowerment. Here, we delve into the journeys and visions of four standout women and queer-owned companies: MyMuse, Sangya Project, LoveTreats, and That Sassy Thing, each redefining the sexual experience in their own ways.
1. MyMuse
Founded by Anushka and Sahil Gupta, MyMuse began as a content platform aimed at providing reliable sexual education before evolving into one of India’s leading sexual wellness brands. Launched in 2021, MyMuse's mission is clear: to make intimacy enjoyable, accessible, and stigma-free. Anushka Gupta, the creative force behind MyMuse, leverages her background in psychology and branding to craft a brand that resonates with diverse audiences.
Anushka explains how men love vibrators, massagers, and intimacy too. She explains in Vogue “Our most sold product would be tied between our pulse massager which was the first massager we ever launched for women. And now, our beat massager which is a pleasure product for men. That was extremely surprising because, within a month of launch, it was the highest-selling product on our website. It's clear to us that there is a really large market for both male and female sexual wellness and as a brand we aim to make gender-neutral products that can be used by everyone regardless of their gender, sexual orientation, or relationship status.”
2. Sangya Project
Founded by a queer and poly family, the Sangya Project stands out for its trauma-informed and kink-affirmative education, seeking to reshape narratives around pleasure and wellness. Led by Shweta Sangtani, a lawyer turned advocate for sexual wellness, and supported by co-founders Tanisha RK and Aashish Mehrotra, the company’s mission is deeply personal and social impact-driven. Their experiences from the LGBTQ+ community shape their focus on creating a welcoming space for all.
Shweta speaks proudly about their mission to destigmatize conversations around pleasure. Sangya Project is here to make sex education accessible, inclusive, and relatable, particularly for communities that have historically been marginalized.
The Sangya Project emphasises the importance of supportive communities. Aashish Mehrotra, co-founder, notes the societal need for a “village” approach in raising LGBTQ+ children. “Communities, friends, and family must be tools for safe self-expression,” he says. Sangya Project’s work is especially meaningful given the traditional stigma surrounding sexuality in India, where many LGBTQ+ individuals may face family rejection.
3. LoveTreats
Founded by Balaji T Vijayan and Ute Weimer, LoveTreats is an online platform curating intimate products for Indian audiences. Inspired by positive experiences at European sexual wellness stores, the founders saw an opportunity to recreate a similar space in India, one that felt safe, open, and empowering. With its launch in 2015, LoveTreats introduced products like lubricants and sensual massage items, promoting a healthy and positive relationship with intimacy. Their approach is respectful, simple and empowering pleasure for all. They don't have nude or obscene images on their website. They strictly stay away from products that objectify women or push folks outside their comfort zone.
Understanding the challenges of promoting sexual wellness in India, LoveTreats prioritises awareness and education. The company hosts online courses, blogs, and events, providing customers with both the products and the knowledge to explore them confidently. They are more focused on educating customers rather than simply advertising their products.
4. That Sassy Thing
Sachee Malhotra founded That Sassy Thing with a mission to empower women through products that focus on wellness without catering to insecurities. After experiencing challenges with her own health due to polycystic ovary syndrome (PCOS), Malhotra realized the lack of safe, woman-centred products in India. The brand’s product range includes items like DTF, an all-natural lubricant designed to be pH-balanced and free of irritants.
Team Sassy Thing is determined to make products that genuinely benefit women’s health, not reinforce insecurities. Their products are also tested and designed with women’s bodies in mind, helping them embrace their own needs and preferences.
With its focus on authentic representation, That Sassy Thing celebrates diverse body types and body hair, even featuring illustrations of “full-bodied, hairy women” in its marketing. Malhotra emphasizes that her brand is about ownership and pride in one’s body, not catering to societal expectations. “We’re here to challenge harmful norms, ensuring that our products are empowering, not objectifying,” she states.
Rise of Sexual Wellness in India: Breaking Barriers and Fostering Acceptance
India is gradually embracing a more trauma-informed and kink-affirmative approach to pleasure, opening up avenues for empowered and authentic expressions of sexuality. The discourse led by GenZ, in particular, has transformed the perception of pleasure from something private and stigmatized to an essential component of well-being that deserves recognition and understanding. By prioritizing safe, consensual, and affirming experiences, this new dialogue has redefined pleasure as both fun and crucial to personal growth.
Brands today are creating inclusive spaces for everyone—women, men, vulva owners, and queer individuals—to explore and express their desires without fear or shame. For the first time, there is a true acknowledgement of the female gaze in pleasure, a dimension often neglected but now gaining the focus it deserves. This shift reflects a broader cultural evolution in India, one that celebrates all forms of empowered and safe pleasure.
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