![]() "The bedroom in India for a lot of people is one of the few safe spaces that is untouched," he explains, describing it as a couple's "oasis". Sahil, who has an MBA from Harvard Business School and previously worked in private equity, says that most young married couples still live with their families - the bedroom is their only place of real privacy. Politicians and the police have also been accused of raiding hotels, nightclubs and attacking young people for public displays of affection, drinking or wearing immodest clothing.Ī haul of vibrators and dildos was seized by customs last year - the result of a boom in online orders during pandemic lockdowns - because Indian law still bans the import of "toys that resemble human body parts".īut beyond challenging social norms, this new wave of start-ups see an opportunity for a "sexual wellness" industry in India. Vigilante groups have attacked couples they believe are not behaving in line with "Indian values". ![]() While one India has accepted and changed, another is changing slowly and another is still 10 or 20 years behind," sex education specialist Jaya Aiyappa says. "There are many Indias when it comes to sexual awareness. What's next?īut they still need to contend with wider society - particularly older, more conservative generations that idolise female virtue and honour, and a culture where arranged marriages are still the norm. Since then, they have made more than a dozen hires and now ship to nearly 200 cities nationwide. The Guptas began shipping out discreetly packaged vibrators - "massagers" in MyMuse's genteel parlance - candles, and lubricants from a spare bedroom in their home during last year's Covid-19 lockdowns.īenefitting from capital pouring into Indian tech start-ups during the pandemic, the firm received seed funding from venture capitalist firms. The company stated in their website that the marketplace model does not do justice to the buyer-seller relationship they want to achieve. ![]() Their products are only available on their website and social media pages. The company says that their products have been tested multiple times, and endless feedback has been considered. They offer candles, massage oils, card games, eye masks, lubricants, massagers, and kits with various combinations. Mumbai-based MyMuse, founded by the newly married couple, offers three kinds of products – to set the mood, for play and kits. Because it’s a seriously important part of your mental, physical and emotional wellness, too,” Sahil said. And that sexual wellness should no longer take a backseat. “We built MyMuse simply because we believe that the products we use in the bedroom matter. "There's this shame, guilt and fear associated with buying something that should be used in your intimate areas, and that's the first thing we wanted to turn around," Anushka says. ![]() "Diwali is coming and so should you! And as always, we're urging you to save the fireworks for the bedroom," exclaimed one such advertisement on Facebook before one of India's biggest religious holidays, and its customary pyrotechnics, last year. Founded by Anushka and Sahil Gupta, the startup is aimed at tackling the taboo associated with sex with tongue-in-cheek marketing and creative euphemisms, which they say make the products seem less intimidating and encourage first-time buyers.
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