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Storyboard18 | The sexual wellness boom and how brands are addressing a new consumer

Brands, content creators and women taking charge of their sexual wellbeing are changing the narrative and fuelling the sexual wellness category in India. Covid-induced lockdowns, too, have given the category a major thrust, while ecommerce has made buying easier.

November 22, 2021 / 01:14 PM IST

29-year-old Nina Seth (name changed), a Pune-based advertising professional, recently made her first adult toy purchase after discovering an Instagram Reel about how liberating self-pleasure is. She spent two hours browsing and reading about products on the e-store before purchasing a vibrator. Because it was her first time, she wanted to get it right.

Seth is part of a growing tribe of women who are exploring the sexual wellness category and seeking quality content and safe spaces online to talk about sex.

According to leading marketers, recent consumer trends show that women are becoming more open and vocal about their sexual needs and preferences with and without partners.

“Women are increasingly playing an active part in the bedroom rather than playing the supporting role,” says Dilen Gandhi, Regional Marketing Director, South Asia – Health and Nutrition, Reckitt. Gandhi tells Storyboard18, “There is a focus on sex which is real, emotional, and physically stimulating. Feminine sexuality has become a personal statement.”