opinion

How the 10-Minute Delivery Model Is Disrupting the Indian Market

How the 10-Minute Delivery Model Is Disrupting the Indian Market

In September, when the iPhone 16 was released, a person in India had the brand-new model delivered to him — while he was waiting in line at an Apple Store, before reaching the front for his turn. How? By ordering on Zepto, one of the leading “quick commerce” platforms that are changing how consumers shop in India. A relatively new form of ecommerce, quick commerce operates on an ultra-fast 10-minutes-or-less delivery model.

Co-founded by two young Stanford dropouts, Zepto has raised over $1.5 billion since its launch. Another leading player, Blinkit, was acquired by food delivery giant Zomato and is now more valuable than its new parent company. These ventures started out as grocery-delivery platforms, but have expanded to deliver PlayStations, iPhones, tech accessories, gift baskets, health care products, makeup, TV sets, flowers and anything else you can imagine, all in under 10 minutes.

By and large, India’s sexual wellness market is already a gold mine.

How does 10-minute delivery work?

Quick commerce companies in India operate networks of warehouse distribution centers known as “dark stores.” Blinkit, for example, has such stores located every 2 kilometers. As a result, busy Indians are able to get their staples and necessities almost instantly. This model works successfully because of the fragmented retail market, urban India’s demand for instant gratification, and the availability of cheap labor to reduce costs.

If you could get something delivered to your doorstep in a fraction of the time it would take you to get dressed and drive to the mall or grocery store, with a delivery fee of less than 50 cents during surge hours, why wouldn’t you choose that option?

Sexual wellness and quick commerce: A marriage made in Heaven

In recent years, India has been undergoing a sexual revolution. The combination of social media, the availability of pleasure products and increased awareness about sexual wellness has led to a phenomenal change in how people perceive, accept and appreciate pleasure in their lives and relationships. Consumers in the 20-to-40 demographic are more curious, bolder, and looking for premium-quality products for their pleasure needs.

To capitalize on the exponential growth and potential in this market, quick-commerce players like Blinkit, Zepto, Swiggy and a horde of others began adding sexual wellness and pleasure products to their offerings. Perhaps unsurprisingly, “instant gratification” turns out to be a perfect fit for our industry. The quick commerce model is prompting many Indians who might previously have been on the fence about buying sexual wellness products to take the leap.

Meanwhile, in a country where — despite the recent progress mentioned above — the pleasure industry must still contend with moral and cultural judgments as well as legal hurdles, the quick commerce model is helping us overcome those challenges.

As XBIZ reported earlier this year, there remains legal wrangling over whether pleasure products fall under the category of “obscene” materials, which Indian law still prohibits. And like pleasure product businesses elsewhere, advertising options can be limited by unclear and inconsistent platform rules and laws.

Fortunately, making vibrators, butt plugs and massagers easily and quickly accessible on mainstream and household apps helps shoppers see them as essential health products. This is helping to change overall perceptions, making pleasure products more acceptable to the general population, who are then more willing and tempted to buy them.

Why this shift is happening now

One source of the fast-changing attitudes enabling this new phenomenon is the fact that India has the world’s largest youth population. Millennials and Gen Zers are choosing convenience over cultural taboos, eager to have something delivered to their doorstep that amplifies their pleasure experience. These cohorts’ increased focus on self-care has further contributed to the boom in the sexual wellness industry.

The trend extends beyond India. The Lovehoney Group recently partnered with food delivery service Just Eat Takeaway as that company ventures into the self-care category by offering Lovehoney products for home delivery in the U.K., Austria and Denmark.

By and large, India’s sexual wellness market is already a gold mine. Now, the quick-commerce model is providing an additional boost so powerful that it portends an even brighter future for the pleasure industry. Based on current trends, quick commerce could ultimately become the single most important tool for bringing sexual wellness and pleasure into the everyday household.

Raj Armani is the COO and co-founder of online retailer IMbesharam.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Kraig McGee Blends Family Biz Experience, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
opinion

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
opinion

Optimizing Your Leadership Through Wellness Practices

For many of us, 2025 has proved intensely stressful — and we’re still only halfway through the year. In times like these, it may seem counterintuitive or even irresponsible to talk about seeking pleasure. Yet pleasure, presence, joy and connection can help you return to a mental and physical state that allows you to face and handle stressors.

Sarah Tomchesson ·
opinion

Chastity Play Is Trending: Why It Should Be in Your Marketing Strategy

From chastity fetishes to power play, erotic control — once considered an esoteric niche within the world of BDSM — is now entering the mainstream. Google searches for “chastity cages,” “chastity fetish” and “orgasm denial” have exploded over the past year, with interest especially high for beginner-friendly models.

Naima Karp ·
opinion

A Look at Adult Retail's Role in Community Care

In the adult retail industry, we focus on empowerment, exploration and connection. We connect people with products that can transform their relationships with their bodies, with their partners and with themselves.

Rin Musick ·
trends

A Deep Dive Into Key Trends Shaping Pleasure Products

In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.

Ariana Rodriguez ·
profile

WIA Profile: Jia Jeng

Modern branding is all about storytelling — and Jia Jeng certainly knows how to tell an authentic, perspective-shifting tale. As brand manager for ID Lubricants, Jeng applies her creative talent to shaping the long-established company’s public image in a way that aligns with her own vision for an ethical future.

Women in Adult ·
profile

Spicerack Market Offers Indie Brands a Launching Pad

Spicerack Market is an ecommerce platform with the heart of an artisan crafter and the soul of a kinkster. On the website, independent sex toy makers, lingerie seamstresses and kink gear craftspeople can set up a personalized shop to sell their handmade wares, unhindered by censorship or bans on adult products.

Colleen Godin ·
opinion

Strategies to Bring Pleasure Brands into the Spotlight

Every brand dreams about landing a feature in The New York Times or Men’s Health — and pleasure brands are no exception. After all, mainstream media coverage isn’t just a vanity milestone. It builds trust, attracts new audiences and opens doors to connecting with retailers, partnerships, and investors.

Hail Groo ·
Show More