A Deep Dive Into India's Sexual Wellness Industry

The sexual wellness market in India has doubled in recent years. 21 new startups have entered since the pandemic, collectively raising $24 million in funding. The market, valued at $453 million in 2015, has grown to $1.63 billion by 020, reflecting a rising demand for online products. It is projected to reach $2 billion by 2030, impacting over 200 million individuals aged 20-55.

Opportunities for Founders

Addressing critical themes like teen sex ed, hormonal health, and personalised products is essential. Understanding urban and rural demographics, cultural nuances, and usage patterns can optimise product development and marketing.

• Solo buyers initially purchase sexual wellness products for personal use, then switch to couple's products in relationships. Understanding this can help tailor content and products, potentially increasing repeat purchases and customer lifetime value.
• Kink Parties, Pride Parades, and community events can effectively market products and services to couples, BDSM, polyamory, and related groups.

In 2019, "Indian" was the most watched category on Pornhub. Addressing the challenge of helping individuals overcome porn addiction and minimising exposure to adult content that may impact mental health is important.

• Customization is essential for sexual products in India to cater to individual preferences, body types, and sexual orientation, rather than adopting a universal approach.
• Online stores from direct-to-consumer brands will become increasingly popular, offering product catalogues, customer support, and personalised recommendations.
• Cervical cancer is the second most common cancer among Indian women, after breast cancer. The HPV vaccine is recognized as an important preventive measure worldwide. The speed, adoption, and access to it need to be expedited.
• The market lacks condoms prioritising women's health due to potential allergies from added flavours and fragrances. Startups like Bleu and Shycart are developing vegan, non-biodegradable, and organic options.
• The Femtech revolution is urgent. Female founders are developing tech products tailored to women's specific needs, like intelligent menstrual cups, connected pads for cramps, and hot flush detection wearables. This sector is gaining momentum and focusing on individualised solutions.

Let's delve into key themes shaping the landscape of sexual wellness, considering the diverse approaches to addressing sexual wellness needs in India.

Key Themes Shaping Sexual Wellness in India

1. India has a PCOS problem, and we can't ignore it

Studies in India found that Polycystic Ovary Syndrome (PCOS) affects 22.5% to 36% of women, with some estimates indicating 1 in 5 Indian women have it.

85% of menstruating women globally experience hormonal imbalances, affecting their health beyond fertility, cramps, PMS, and PCOS.

Addressing the rise of lifestyle diseases requires modern interventions using technology to understand and manage hormonal health. Startups addressing this include Proactive for Her, Veera Health, and Uvi Health.

2. Pregnancy and Fertility Landscape

Urban Indian fertility rates rival those in developed countries, with some areas experiencing record-low rates. Around 27.5 million couples face infertility due to both male and female factors.

Less than 30% of Indian men have normal semen, impacting fertility. Startups and health institutions provide solutions like egg freezing, ovulation tracking, and IVF financing. The fertility industry in India still has room for growth.

Startup Spotlight: Arva launched an at-home fertility test for women to track and monitor hormones. Other IVF Chains include: Birla Fertility & IVF, Indira IVF, Nova IVF Fertility, and ART Fertility Clinics.

3. Lack of experienced and non-judgmental Sexual Experts and Gynaecologists

There's a shortage of sexual medicine clinicians in India, with less than 600 trained modern medicine practitioners. This scarcity has led to increased use of alternative medicines and self-medication, contributing to misinformation.

In cities, women of all ages struggle to find experienced and non-judgmental gynaecologists, especially when they relocate and prefer not to see the same doctor as their mother or due to past negative experiences.

Arva has created a community-recommended database of non-judgmental doctors across Indian cities. Find it here.

4. Breaking Taboos: Sex Toys are taking off

In 2020, India's sex toys market was worth USD 112.5 million, projected to grow at a 15.87% CAGR until 2026. High-end retailers catering to women are increasingly embracing products like dildos, vibrators, and lubricants. This is due to strategic branding, discreet packaging, and a shift in public acceptance influenced by celebrity endorsements and a growing emphasis on wellness and self-care brought on by the pandemic.

Sex Toys Startups:

• MyMuse
• Bold Care
• Kaamastra
• Manzuri Wellness
• Sangya Project
• Leezu’s

‍Brand Spotlight: That’s Personal is known for its diverse product range but even more so for its annual insights report, "India Uncovered," covering sex product trends, buying habits, and offering a glimpse into India's sexual preferences.

If you click only one link today, we recommend checking this out.

Closing thoughts

India has a cultural heritage rooted in the Kama Sutra, but discussions around sex and intimacy remain taboo in Indian society.

Startups and brands are only limited by their imagination and this is a space which will push the envelope from time to time. But it’s also crucial not to lose sight of the importance of scientific rigour and evidence-based practice. For every truly science-based solution there will inevitably be a flood of lower quality copycats and brands promoting products that serve only as a placebo.