Embracing the Embarrassing Aisle

Remember when buying condoms meant a sheepish walk down the ‘embarrassing aisle,’ followed by an awkward eye contact with the cashier? Well, those days are officially over. Quick commerce has swooped in like a knight in shining algorithm, delivering sexual wellness products faster than you can say protection. And with this shift, advertising for these brands has gotten bolder, funnier, and refreshingly unapologetic. Forget coy metaphors or ‘birds and bees’ analogies—today, it’s all about quirky Instagram reels, sassy taglines, and campaigns that normalise the conversation. Welcome to the era where brands sell intimacy with a side of convenience, and the marketing is as fast and fearless as the delivery.
With D2C brands like MyMuse, Boldcare and Peppy leading the charge, sexual wellness products are now just a few clicks away.
“When we started the brand, we were only focused on advertising on social media. Right now, with quick commerce in the picture and it turning out to be one of the fastest-growing sales channels for our TG. Gen Z is the soft target for quick commerce. We are shifting our budgets to allocate around 30% to quick commerce and the remaining 60-70% to social media,” says Devansh Agarwal, Co-Founder of Peppy. He also highlighted the company’s plans to go live on Blinkit and Zepto in the upcoming months.
The convenience of quick commerce aligns perfectly with the discreet nature of sexual wellness products. Customers can now order what they need without judgemental stares or awkward interactions. Brands are using this newfound ease to craft campaigns that emphasise not just accessibility but also the empowerment of choice.
“Quick commerce has played a significant role in legitimising our industry and making it more accessible to a wider audience. People who might never have encountered or considered using a massager before can now discover and purchase one within minutes, alongside essentials like pads, shampoos, condoms, and other everyday items.
While there has been considerable progress, there is still a long way to go. However, I’m incredibly optimistic about India’s journey toward embracing and normalising the concepts of sexual pleasure and wellness,” says Anushka Gupta, Co-Founder, MyMuse.
“Blinkit is the largest quick commerce platform for sales for MyMuse. But it is not the biggest platform overall. We are still approximately 50% + on D2C channels,” she adds.
But accessibility is only one part of the equation. Let’s talk about how brands are tackling the real elephant in the room: societal taboos. It’s no secret that conversations about sex can still induce discomfort in even the most progressive circles. This is where humour comes in.
Mitesh Kothari, Co-Founder and CCO, White Rivers Media, points out that humour
is an effective way to break the ice. “By blending humour and sensitivity, collaborating with healthcare experts, and delivering engaging educational content, the industry has made intimate wellness approachable,” he adds.
An example of this is MyMuse’s witty campaigns that poked fun at everyday household items repurposed for sexual pleasure. “They showcased how products like health faucets, which women reportedly used for self-pleasure, are being replaced by thoughtfully designed tools,” says Shraddha Agarwal, Founder of Grapes Digital. This quirky yet insightful approach not only educates but also normalises conversations around women’s pleasure.
Speaking of education, women’s pleasure—an often-overlooked aspect of sexual wellness—is finally stepping into the spotlight. For far too long, discussions about sex have been centred around men, leaving women’s desires largely ignored.
“It’s brands like ours, social media creators, and bold, explicit OTT content about sex and relationships that is driving this shift. It’s also reflected in everyday life—especially with Gen Z, who are far more open and less reserved than previous generations. This evolution is ongoing, constantly progressing and changing,” says Anushka Gupta.
Brands like MyMuse are leading the charge with campaigns that emphasise education alongside product promotion, though societal resistance still looms large. “People need to understand what’s right, what’s wrong, and how to treat women’s pleasure with respect,” Shraddha adds.
Peppy marked its official launch in the country as it added content creator and actor Bhuvan Bam as Co-Founder and Investor. In May 2024, the startup raised its pre-seed round from angel investors including Bam, Rohit Raj (founder and CEO of BBKV Productions), and Dr Ruchi Gupta, among others.
“We are India’s first sexual wellness brand cofounded by a celebrity, with Bhuvan as a key partner.
His involvement helps humanise the industry and makes it more approachable. Influencers like Bhuvan resonate with people, and the goal of bringing him on board is to stop over-glamourising our products. Instead, we want to position them as essential self-care items for everyday use,” says Devansh Agarwal.
Mitesh further explains, “The transformation is particularly evident in influencer partnerships, where healthcare professionals and authentic voices bring credibility to these conversations.” This approach not only builds trust but also helps normalise discussions around sexual wellness, one post at a time.
As conversations evolve, influencer partnerships are proving to be a double-edged sword. On one hand, influencers bring relatability and credibility to sensitive topics. On the other hand, societal judgement often deters them from diving into this space. “Today, it is not easy to find an influencer who is openly ready to speak about it,” Shraddha notes. Yet, when done right, these partnerships can be game-changing.
However, navigating the world of sexual wellness advertising isn’t all fun and games. Platform restrictions and shadow bans pose significant challenges, forcing brands to think outside the box. “Companies are finding success through educational content marketing, strategic partnerships with healthcare professionals, and creative content approaches that reframe products as wellness essentials,” Mitesh explains.
The sexual wellness industry in India is at a tipping point. With D2C brands pushing boundaries and
quick commerce platforms making access easier than ever, the stage is set for more open and honest conversations. As Shraddha aptly put it, “We’re just covering it up with sexual jokes right now, but very soon, we will have a lot more open conversation about it.”
In the end, sexual wellness is about more than just products; it’s about empowerment, education, and embracing one’s own body. And if a little humour and quick commerce can help get us there, then why not? And as one might agree, it’s as easy as ordering a cup of coffee—and a lot more fun too.