India's CNBC Affiliate Reports on Country's Rising Pleasure Products Market

India's CNBC Affiliate Reports on Country's Rising Pleasure Products Market

DELHI — The growth of India’s burgeoning pleasure products sector is the subject of an in-depth feature published by India’s CNBC affiliate on Monday.

The report by Aditi Sharma notes that “India’s pleasure economy is seeing a steady addition of brands, from startups to established pharma companies, and increasingly the spotlight is on reducing the prevalent pleasure gap for women.”

Sharma points out that although outsiders may think of India as the country that birthed the Kama Sutra, many contemporary Indians still feel awkward around frank discussions of sex and pleasure, particularly women’s personal pleasure.

When Netflix streamed a short film by Karan Johar focusing on female pleasure, as part of the network’s “Lust Stories and the Pleasure Economy in India,” however, Sharma noticed a turning point. 

“The urban, educated, independent Indian woman may well be standing in stark contrast to the coy desi woman trope,” Sharma writes. “Unlike in most western countries where one can walk right into an adult store and take your pick, here at home, the choices are relatively limited, even for those who know what to look for. A majority of Indians are yet to be introduced to the concept of pleasure toys.”

The article highlights local sex-positive initiatives such as filmmaker Paromita Vohra’s website Agents of Ishq, “The Sex Podcast” by popular influencer Leeza Mangaldas and the increased visibility of pleasure product retailers IMBesharam, Love Treats, MyMuse and MsChief.

Raj Armani, founder of IMBesharam, told CNBC, “Post-pandemic, we noticed a major shift in acceptance and perceptions. Starting from movies and shows on TV, we were introduced to vibrators and it was OK for a housewife to want to try pleasure gadgets, for wedding gifts to include sex toys and for various celebrities and artistes to talk about their sexuality and preferences when it comes to sex toys.”

IMBesharam, Sharma reports, “has seen traffic grow by 30%, user base increase over 35% and revenues grow 110% over the last 2 years.”

“Currently, we have 58% revenue from sex toys for women and 42% from men,” Armani explained. “In February 2023, we clocked the highest revenues for a single month surpassing over Rs 3 crore and delivering over 4,200 orders. Bengaluru is the top city in terms of sales, with Delhi, Mumbai and Chennai a close second,  third and fourth. Metros make up 62% of our revenue, and 36% revenue comes from Tier 2, 3, and 4 cities and towns.”

To read “Pleasure economy — Sex, toys and the million-buck feeling,” visit CNBCTV18.com.

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 News

Orion Debuts 'RC Vibrating Butt Plug' From 'Anos' Line

Orion Wholesale has introduced the RC Vibrating Butt Plug with Flexible Arms from its Anos line.

Playharda Wholesale, Pure Envy Ink European Distribution Deal

Playharda Wholesale has signed a deal with pleasure brand Pure Envy for distribution in the U.K. and Europe.

XR Brands Launches 'Creature Cocks' Line

XR Brands has introduced its new Creature Cocks collection of men's underwear.

Tenga Launches 2025 Christmas Advent Calendar

Pleasure brand Tenga has launched a 2025 Christmas Advent calendar, now available for pre-order.

The Dungeon Store Debuts 'Thing Noir' Violet Wand Attachment

The Dungeon Store has released the Thing Noir violet wand conductive e-stim accessory.

Pjur, Magasin du Nord Partner for 'Flex Area' Campaign

Pjur and retail brand Magasin du Nord have partnered for the wellness brand’s Flex Area campaign.

Kheper Releases New 'Think Like a Slut' Party Game

Kheper Games has released the new "Think Like a Slut" party game.

Honey Play Box, Creative Conceptions Ink European Distro Deal

Honey Play Box has signed a deal with Creative Conceptions for distribution in the U.K. and Europe.

Motorbunny Debuts 'Fluffer Rock Hard Power' Cock Ring Vibe

Motorbunny has introduced its Fluffer Rock Hard Power vibrating cock ring.

EQOM Appoints Anneke Kamphuis Interim CEO

EQOM Group, the company behind ONE-DC and EasyToys, has appointed Anneke Kamphuis as its interim CEO.

Show More