Report

India sex toys market is projected to witness a CAGR of 15.44% during the forecast period FY2025-FY2032, growing from USD 118.01 million in FY2024 to USD 372.10 million in FY2032. India sex toys market is experiencing significant growth, driven by a combination of changing societal attitudes, increased awareness towards sexual wellness, and the influence of e-commerce. The stigma has been reduced over the years; products have been increasingly stated and accepted as something legitimate in health and well-being. This change is mostly the result of urbanization, exposure to global trends transmitted through media and popular culture, and an even more intense impact of social media, which has normalized topics on sexual health. Increasing knowledge about the importance of sexual wellness and the influence it has over one's mental and physical health has encouraged people to seek the use of available products. Such campaigns run by brands, NGOs, or in part manned by the healthcare fraternity have also sought to educate the consumers about the promotional benefits of sexual wellness and thus have contributed to growth. These effects can be considered the greatest in the field, even above privacy and access to the product range. Without the stigma attached to physical purchases, online shopping now provides access to a much larger mass through the human-computer interface. Thus, the market grew rapidly with increasing internet penetration and the use of smartphones. Digital marketing, educational content, and even celebrity endorsement are measures taken by brands to reduce stigma and communication about their products.
For instance, in December 2024, Peppy, Inc. teamed up with well-known digital content creator and actor Bhuvan Bam, who is coming on board as both a co-founder and an investor. Peppy, a direct-to-consumer brand dedicated to sexual wellness and pleasure.
Rising awareness about Sexual Wellbeing is Expanding the Market Demand
The rise of sexual wellness as a public concern has affected the market for adults in India. As norms have become less restrictive, we have started realizing an increasingly required share of our sex lives which is part of overall wellness which made the products for sexual wellness easier to perceive. Traditionally, discussions about sexual health have been stigmatized internationally but with the introduction of education, awareness campaigns, and the trend of globalization, these discussions are becoming more mainstream. The existence of such a cultural shift is causing individuals to realize that maintaining their sexual wellness is paramount, thus inspiring them to examine and accept vibrators, dildos, and couple's toys. The advent of online platforms coupled with social media has made this awareness even more noticeable among health workers, advertising many advantages of these products. The dispelling of myths by sexual health and happiness educational lessons is indeed helping to fight a societal problem. Furthermore, the movement of growing awareness of women's empowerment, and inclusivity in gender has caused such a wave of female personal aid product demand that women feel empowered and take more responsibility in taking care of their sexual health and pleasure. At the same time, the LGBTQ+ community is being emboldened to look not just for sexual pleasure products but those which cater to their needs and broaden the market even more. As people are becoming more aware and their taboos are fading, the demand for sex toys in India is expected to increase massively, and thus sexual wellness will become a pivot of market expansion.
Societal Attitudes Changes Propel the India Sex Toys Market Growth
Attitudinal shifts within society are in the vanguard of driving growth in the India sex toys market, which is evolving from being a niche, taboo-led sector to a fast-growing segment within the wellness and lifestyle market. Sexual well-being and intimacy were topics of conversation that were not considered on the agenda in India's traditionalist society. But of late, attitudes in society have changed, as a result of urbanization, globalization, and increased exposure to global trends by way of the media and internet. There has been increased tolerance and acceptance of sexual health because of this culture change, and this has brought sexual wellness products into the mainstream. One of the strongest drives for this shift is popular culture and the media, which have made the subject of sexual health mainstream. Films, television programs, and social media sites have all contributed to shattering long-standing taboos, convincing individuals to learn about and take care of their sexual health. Overall, shifting attitudes in Indian society are among the strongest motivators for the growth of the sex toys market. As taboo after taboo continues to break down and discussions on sexual health become increasingly frank, the market will grow even more. This cultural change, coupled with growing awareness, urbanization, and the ease of e-commerce, is transforming India's sexual wellness market and turning it into one of the country's fastest-growing markets.
For instance, in June 2024, MyMuse India Private Limited is transforming how India views sexual wellness. Established in 2021, MyMuse provides a variety of intimate wellness products, such as massage oils, stress relief massagers, and toys and games for couples.
Dominance of Females in India Sex Toys Market
The rising number of women at the forefront of the India sex toys industry is a characterizing element that has been propelled by altering societal norms, improved empowerment, and a renewed focus on female sexual wellness. Women are emerging as the primary consumers and key drivers of this market in the process of shaping the flow and direction of its development. Elevated consciousness about sexual health and wellness has encouraged women to focus on their pleasure and health, which has, in turn, led to the breaking of old taboos concerning female sexuality. This change is also fueled by the fact that female-centric items like vibrators, clitoral stimulators, and G-spot massagers are also available, thus meeting the ladies' needs and preferences. The soaring prospering of online shopping is a substantial force behind this trajectory which provides women with the convenience of undergoing the transactions without the awareness of people around them. Internet stores are the perfect places where women can get their hands on so many choices and the education that assists them to make the most logical decisions about their sexual health is there as well. The mass media, feminism, as well as women's economic empowerment, have been other factors that have driven better female care of their bodies and sexual health through the use of intercourse stimulation items. Overall, the dominance of females in the India sex toys market is an indicator of the necessity of meeting women's needs and preferences, and it thus emphasizes their central role in the changing terrain of sexual wellness in the country.
For instance, in February 2024, Love Depot, a venture of TTK HEALTHCARE LIMITED, is an Indian online marketplace focused on sexual well-being. They recently released an infographic that clearly illustrated shopping behaviors in India regarding sex toys. The infographic highlighted that female pleasure products are the most significant contributors, accounting for 55% of total revenue. Additionally, 50% of products across various categories, such as energizers, enhancers, pleasure rings, and lubes, were reported to be used for partner play.
Future Market Scenario (FY2025 - FY2032F)
- Continued advancements in smart sex toys, such as AI integration, app-controlled devices, and virtual reality compatibility, will enhance user experiences and attract tech-savvy consumers.
- The market is expected to grow rapidly as societal norms evolve and e-commerce platforms expand.
- Increased investment in marketing and education about sexual wellness will further drive demand.
- The entry of global players and the development of affordable, high-quality products will boost market growth.
Key Players Landscape and Outlook
The Indian sex toy market is booming, with both foreign and local companies shaping the competitive landscape. Big global brands are catering to local preferences by offering creative and affordable products. Companies are trying to outdo each other with new designs, including app-controlled gadgets, eco-friendly materials, and body-friendly shapes that are gaining traction. Marketing strategies are evolving too, with brands using online campaigns social media stars, and educational content to normalize sexual wellness and reduce social stigma. Online shopping remains the top sales channel giving customers privacy, convenience, and a wide range of choices. Customization will also play a key role, as buyers seek products that match their tastes. Also, companies are likely to expand into smaller cities and towns using low prices and targeted marketing to reach new customers. For instance, in June 2023, according to a study by ThatsPersonal.com, the National Capital Region, which encompasses Delhi, Gurugram, and Noida, has surpassed Mumbai in adult toy sales. The NCR accounts for 9 percent higher sales and 13 percent more traffic compared to Mumbai.
Despite this, the prospects of the India sex toy market remain very bright. There are possibilities in partnering with healthcare professionals and NGOs to establish sexual wellness as well as increasing the presence of Indian brands at the international level.