Indian Pleasure Brand 'Sassiest' Secures Funding Led by Besharam's Raj Armani

Indian Pleasure Brand 'Sassiest' Secures Funding Led by Besharam's Raj Armani

GURGAON, India — Indian sexual wellness startup Sassiest has secured pre-series funding led by Besharam’s Raj Armani.

The announcement, a rep said, signals “a significant start for an all-women founding team in the sexual wellness industry in India.”

Sassiest is led by CEO Aishwarya Dua, CBO Karishma Chavan and CHO Dr. Nikita Dound, known as “Dr. Nikita.”

“Their combined expertise shapes the essence of the brand,” the rep noted. “Their leadership spearheads Sassiest’s comprehensive approach to sexual health and wellness.”

Sassiest offers a diverse range of science-backed pleasure, health and hygiene-focused products, complemented by guidance from experts such as gynecologists, sexologists and relationship coaches, and catering to women aged 21 and up.

Dua explained that in India, “there exists a significant gap in awareness among women regarding avenues to address their sexual health and communicate their desires effectively, while recognizing the need for improvement in their relationship not only with their partners but also with themselves. Many are unaware of where and how to seek assistance.

“At Sassiest, we see immense potential in technological advancements to bridge this gap, estimating an untapped market worth $5 billion awaiting innovative solutions,” Dua added.

Armani, a veteran pleasure industry figure, said he invested in Sassiest to “further bolster his commitment to advancing sextech, sexual health and wellness in India.”

“I believe 2024 will be the golden year for sextech in India,” Armani offered. “Sexual wellness will take the forefront and have the same priority as physical and mental wellness. The struggles we face today to normalize this aspect of our lives will make ‘living’ better, balanced and more fulfilling for the next generations, who may not have to overcome similar stigmas in societal perceptions and will be able to make sensible and better choices for themselves.

“This is the purpose why we together as a community are fighting today's demons for a brighter tomorrow,” Armani continued. “I believe women founders and leaders like Aishwarya, Karishma and Dr. Nikita in this ecosystem can deliver this message more holistically and organically than any brand, leader or voice. Their success is the success of a nation of 1.3 billion that is due its time in the sun as it learns to separate taboo from fun.”

Chavan noted that the appearance of Sassiest products in the recent movie “Thank You for Coming” is just the beginning.

“Our goal is to become a household name in the near future, contributing not only to the sexual wellness industry but also to cultural conversations around intimacy and well-being,” she explained. “There is a lot more to come.”

Dr. Nikita added, “With 80% of women facing some sort of sexual dysfunction, Sassiest Healthcare aims to change this narrative by not only creating awareness but also providing safe and nonjudgmental support throughout. Currently, 90% of our consultations are initiated by women, reflecting a growing demand for holistic, inclusive and proactive solutions.”

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