Sexual Wellness - The Billion-Dollar Industry We Never Learned About in School
Not a class on sexual education š
Kem Cho, Readers! š
In junior college, my friends and I thought we were comedy gold. But there was this girl who was funnier and quicker than all of us. š¤ Despite our pleas, she never took the stage. Eventually, she told us why. She was bullied for her obesity and excess hair growth, cruelly nicknamed "bhaloo" (bear). Until the 9th grade, she didnāt even realize she had a condition that affects 2 in 5 older women and 10% of adolescent girls. This wasnāt just physical; it hit her mental health hard too. š§
But hey, this isn't a sex-ed lecture, right?
Letās switch gears and dive into the sexual wellness industry. š„ It crossed $1 billion last year. Yes, billion with a B! So whoās cashing in?
Taboo No More šā
Sexual health is the subject no one wanted to discuss in school (and I certainly didnāt pay attention in college). š¬ But turns out, one in 10 men suffer from ED and about 40% men face premature ejaculation at some point in their life. Instead of seeking actual help, they turn to shady clinics and fake cures. šµļøāāļø Women arenāt immune eitherāconditions like Vaginismus, PCOS, and painful sex affect 2 in 5 older women and 10% of adolescent girls. Who knew?! š¤Æ
India is often labeled as conservative when it comes to sex, but letās face itā100 million people in the country are having sex every single day. š¤·āāļø The pandemic played a big role in breaking some of this stigma. D2C brands like My Muse, That Sassy Thing, and Boldcare started popping up, and suddenly, sexual wellness wasnāt whispered about anymore.
The Lockdown Revolution šļøš²
With everyone stuck at home during COVID, physical stores were closed. So what did people do? They turned to quick commerceāapps like Zepto, Blinkit, and Instamart. š Consumers discreetly bought sexual wellness products at lightning speed, and brands saw their sales explode. š Think about itāwhen the mood strikes, no oneās waiting 2-3 days for delivery. š Instant, 10-minute quick commerce for the win! š
Legal? Who Cares When You Have Money š¤
Some might wonder if itās even legal to sell these products in India, especially with all the stigma. Spoiler alert: It is.
Brands like My Muse are selling in Guardian pharmacies and even malls. Itās not about regulations; itās about where people feel comfortable buying these products. After all, Indiaās relationship with sexual wellness products is as complicated asā¦ well, the relationship itself. š
Want proof? A store called Kama Gizmoz in Goa shut down after just two months because locals were uncomfortable with its existence. š
The "No-Go" Zones š«
Some products never quite made it here, like internal condoms, tampons, and menstrual cups. Why? Stigma, lack of education, and letās be honest, people just arenāt ready. š¬ Menstruation is still taboo in many parts of India, so the adoption of these products is sluggish. Plus, they arenāt as readily available, and letās not forget, they can be a little pricey compared to sanitary pads. šø
Education Is š
What do these sexual wellness brands have that others donāt? Trust. š«”
Letās face itāpeople arenāt going to buy a product for their sensitive parts unless they really trust it. And how do you build that trust? Education. Brands like My Muse and Boldcare are out here teaching people how to use, clean, and store their products like theyāre hosting a TED Talk on intimacy. š Education isn't just about wiping away the awkwardness, itās about kicking stigmas and misconceptions to the curb too. š§¼š”
But hereās the kickerāadvertising sexual wellness products isnāt a walk in the park. Thanks to social media policies that treat these products like theyāre contraband, marketing has become a whole different ballgame. ā ļø So, instead of shouting from the rooftops (or your Instagram feed), these brands use education to build trust and solidify their name. Smart move, huh? š¤
How to Build the Perfect Sexual Wellness Business š§āš¼
As a founder, the first step is to know who youāre targeting. That Sassy Thing focuses on women, while My Muse serves all genders. Decide on your niche, because spoiler: Thereās no patent in this industry. Everyoneās selling the same stuffāitās all about branding and experience. āØ If your customer likes the first product, theyāll stick with you, creating an ecosystem just like Apple did once you like iPhone you go and buy an iPad.
The second step? Quick commerce is your golden ticket to sky-high sales. š The faster your product reaches them, the better. People donāt plan sex, so why should they wait for condoms?
In short, educate your audience, package your product beautifully, and deliver it quickly.
And there you have itāthe billion-dollar industry everyone ignored.
People have been searching sex toys and related terms.
Till we meet againāAavjo! And donāt forget, phir padhaar jo!
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