India is witnessing a quiet revolution in its sex-tech industry, driven by increasing acceptance of sexual wellness and pleasure. This shift, led primarily by female entrepreneurs, is breaking societal taboos while empowering individuals to reclaim their sexual agency. However, legal and cultural challenges continue to hinder the industry’s growth and mainstream acceptance.
The Rise of Sex-Tech in India
Sex tech in India is no longer confined to shady markets like Delhi’s Palika Bazaar or Mumbai’s Crawford Market. Mainstream brands such as MyMuse and That Sassy Thing, founded by women entrepreneurs, are changing the narrative. These brands focus on sex positivity and intimate wellness, moving away from stereotypes that view sex as purely for procreation or male gratification.
Leeza Mangaldas, one of India’s top sexuality educators, has been instrumental in breaking the taboo around conversations about sex and sexual pleasure. Leezu’s online platform and brand offer everyone, men and women, an opportunity for sexual wellness through a range of tools like massagers and strokers. The main aim of Leeza’s system is to give people a chance to indulge in their sexuality safely, without fear and judgment.
Breaking the Taboos
In the course of yesteryears, adult lifestyle products utilized the term “massager” as an euphemism so they would not fall under the scrutiny of legal and societal sanctions. The pandemic, however, brought the change. With the absence of access to the outdoors due to lockdowns, people’s curiosity about sexual wellness products spiked as they began exploring the realms of their personal pleasure and intimate health.
The recent attention to personal well-being and sexual health is still ongoing even after the current pandemic, and the new opportunities for socialization and access to the internet have stimulated Indians to display a more liberal attitude towards sex, more so now. It is important to point out that social media and online communities are not just places where people can discuss sex and sexual health in an anonymous way but have actually influenced the trend of the open expression of sexuality in India.
Empowering Women Through Sex-Tech
The idea of sexual openness tends to be quite liberating to women in India. Just as the totality has never been there without the suppression of female sexuality, now the time is telling that sex is also a female right. By going for sex-tech products, women can understand their bodies and do the things they like to give them pleasure, taking self-awareness and self-confidence to a whole new level.
A feminist trans political, AJ, has owned the success she derived from the influence of sex toy products and shared, “It has allowed me to discover what I like and dislike when it comes to pleasure.” The progressive movement is a propulsion for ladies to be guiltless in their sexual relations. Besides, they don’t have to feel judged by others or feel guilty because they accept themselves as sexual human beings.
Challenges in the Sex-Tech Industry
Despite progress, the sex-tech industry faces significant challenges in India. Deeply ingrained cultural taboos and ambiguous legal frameworks often impede growth.
Sex toys are not illegal; however, sellers need to follow obscenity laws such as Section 294 of the Bharatiya Nyaya Sanhita. To avoid legal troubles, items are usually marketed as “massagers”. At the same time, social media platforms often put warnings or delete posts related to sexual health, creating barriers for companies to connect with the mass public.
The Path Forward
India’s sex-tech market is projected to grow significantly, with the industry valued at over $100 million in 2023. As societal attitudes shift, conversations around sex and pleasure are becoming louder and more inclusive.
This movement is about more than just sex toys—it’s about fostering a society that celebrates sexual wellness and agency. By addressing legal and cultural challenges, India can further normalize discussions around sexuality.
