For a long time in India, talking openly about sex was seen as shameful, says Shweta Sangtani, the co-founder of Sangya Project in an interview with Bloomberg back in 2022. “The very phrase ‘sex toy’ is taboo.” However, times are changing, and sex tech in India is being led by companies that are boldly challenging long-held taboos around sexuality.
These companies are able to do so by empowering open discussions among the urban middle-class buyers, who today feel comfortable purchasing adult products like vibrators and intimacy apps. The good news is sextech start-ups, which previously had to operate in secret, can now operate in the open.
India’s growing sex tech market is projected to reach $2.09 billion by 2030, and the industry is having a positive impact on people who want to explore their sexuality more openly. This cultural shift, while remarkable, should also be concerned about ensuring that progress is inclusive and accessible to all.
Smartphones have driven change
The widespread adoption of smartphones in India is a major driving force behind the change in the sextech industry. India has the second-highest number of mobile internet users worldwide, according to a report by CNBC.
As sex therapist Dr. Vijay Mehta stated in a 2023 interview with The Hindu, “Tech can help make intimacy easier for a generation comfortable with smartphones by overcoming distances and social barriers.”
Through mobile apps in India, sextech brands offer accessible platforms for individuals to explore their sexuality, seek educational resources, and connect with like-minded communities. For instance, stores like OnBedroom sell teledildonic devices that allow couples in long-distance relationships to control intimate toys remotely.
Another useful app is Practo, which enables users to connect with licensed sex therapists at an affordable price. This can be a helpful resource for anyone hesitant to seek traditional therapy due to cost concerns or social stigma.
Emerging sextech
While adult mobile apps are commonplace, more advanced technologies like virtual reality (VR) and augmented reality (AR) in India are gradually making inroads, though they remain largely untapped by domestic sex tech brands.
The adoption of advanced sex tech gadgets like VR headsets in Indian households is extremely low, likely well below one percent, though exact figures are unavailable. Welcoming sex robots faces even steeper challenges due to conservative cultural barriers in the country, and prohibitive costs.
Even though a small group of users import advanced tech from international vendors, widespread domestic adoption has been historically difficult due to legal ambiguities.
However, the future of sextech in India seems promising. Government efforts aim to increase internet access, with programs such as Digital India, which could help with VR adoption. Meanwhile, sex tech companies are introducing innovations through apps and wearable tech for adults.
India’s tech scene overall is embracing sex tech solutions. Currently, the focus is on smartphone-friendly products, which also include dating apps in India, for the younger generation. While advanced technology adoption might take longer, there’s a promising outlook for smart sextech products to reach a broader range of users in India.
Overcoming legal and social challenges
India’s emerging sex tech industry holds immense potential for driving social progress, but it faces significant obstacles in realizing its full scope.
One major challenge is the legal ambiguity surrounding adult content and obscenity laws in India. These laws predate the internet era, creating a regulatory gray area for sex tech brands. The outdated Section 292 of the Indian Penal Code poses risks of censorship or shutdowns, as it fails to distinguish between commercial pornography and private possession of adult content. However, a 2015 court ruling upholding individual rights to view pornography privately could pave the way for much-needed legal reforms benefiting the sex tech space.
Overcoming deep-rooted social barriers remains another significant hurdle. Despite growing acceptance, widespread misinformation in India about sexuality still exists, especially in rural areas. Adding to that, conservative groups oppose sex tech, and consider it as a threat to “Indian values.” Changing these deep-rooted negative views about sexuality in society is very important for the sex tech industry to grow
Limited internet penetration in India also makes it challenging for sex tech apps and platforms to reach marginalized communities across rural and urban areas. According to a 2022 report by the Internet and Mobile Association of India (IAMAI), only 52 percent of the population has access to the internet. “We need to find ways to bridge the gap between urban and rural areas in terms of internet access,” said IAMAI President Subho Ray, highlighting the digital divide as a significant barrier.
Acquiring funding is another hurdle because the sex tech industry is relatively new and hasn’t proven itself yet. The venture capitalists are very careful about investing their money in a conservative market like India when it comes to sex tech companies.
Despite these challenges, many in India’s sex tech ecosystem remain hopeful about its potential to drive social progress.
Brands are shaping the conversation
Several sex tech companies are boldly challenging deep-rooted taboos around sex, women’s bodies, and gender identities in India.
Besharam promotes body-positive messages about sexual wellness through social media. Co-founder Raj Armani says, “We normalize the idea that desiring pleasure is healthy, not shameful.”
My Muse uses humor to start conversations around “bedroom essentials” like sex toys. “Laughter helps make taboo topics approachable,” explains co-founder Sahil Gupta.
Online brand Love Treats increases access to intimate products often unavailable in stores due to cultural barriers, says founder Ute Wiemer.
Sirona aims to destigmatize menstrual health with the PeeBuddy device letting people with vulva’s pee standing up and providing education around intimate hygiene via its app, co-founder Mohit Sharma states.
Brands like Sangya Project and Sassiest further challenge stigmas through gender-inclusive product designs like app-controlled adult toys, educational outreach, and bold, body-positive marketing free of shaming.
The success of these sex tech brands stems from directly confronting India’s deep-rooted cultural taboos around sexual health. For centuries, open discussions were seen as shameful due to traditional belief that looked women’s sexuality as something to control rather than celebrate. By boldly putting empowerment first, sex tech startups are today challenging these outdated attitudes.
Sextech for marginalized communities
It’s not a secret the LGBTQ+ community in India faces discrimination and has limited access to sexual healthcare. In the past, social prejudices prevented open discussions about their sexual health. Because of this, the community suffered in silence.
However, some startups are working to change this situation. For example, Stand We Speak and Love Matters India is a platform that covers everything from safe sex practices, LGBTQIA+ identities, to sexual pleasure – all through a sex-positive inclusive lens.
By taking an affirmative approach similar to Stand We Speak and Love Matters India, the new sex tech startups can help the marginalized communities overcome long-standing challenges and access the resources they deserve.
“There is a severe lack of sex education in India, leading to misinformation around the topic. We aim to bridge that gap,” says Stand We Speak co-founder Priya Agarwal.
Sex tech is also empowering Indian women to take control of their sexual and reproductive health, which has been neglected for a long time due to traditional attitudes.
In the past, women did not receive much education about their own bodies. Nevertheless, femtech products like the world-wide Flo app and India’s Laiqa app help people track their periods and sexual health information – gradually changing the conversation by helping women understand their bodies better and gain control over their menstrual cycles, and overall sexual health.
Overcoming economic barriers
For many marginalized people in India, economic barriers prevented access to sexual health education and resources. Because of this, sex tech companies in India also focus on affordability and innovative distribution to make access more equal across different income levels.
For example, Sirona partners with rural organizations to provide menstrual cups and basic education to women in remote areas. Stand We Speak offers affordable, accessible, and gender-inclusive digital sexual health services for low-income individuals.
Other services like The Pink Box offer subscription boxes with menstrual hygiene products and sexual wellness information – putting everything on one platform.
The future is intimate
Despite facing many obstacles, the sex tech brands in India are driven by the potential of their work to create far-reaching social progress that impacts us all.
As Aprajita Pandey, founder of youth feminist organizing eco-system Haiyya, explains, “In India, sex was always a taboo topic surrounded by judgment and misinformation. I aim to replace that culture of shame with openness and freedom for everyone.”
And Haiyya isn’t alone. Sex tech brands are using bold marketing, educational campaigns, and even public events like TEDxYouth to challenge the old ideas. As these ideas spread, the sex tech movement clears the way for greater gender equality by giving women control over reproduction while also ending discrimination against the LGBTQ+ community.
Sachee Malhotra, founder of That Sassy Thing, states, “We haven’t even scratched the surface of what sex tech could include. Despite being the land of the ancient Kamasutra text, conversations around sexual pleasure have been considered taboo in India. However, with the rise of social media, such open conversations are becoming the new norm.”
For generations, restrictive attitudes toward sexuality prevailed in India. However, the country’s sex tech industry is now sparking a quiet revolution that impacts us all.
As the founder of Besharam, Armani said, “Interestingly, startups like GetIntimacy, Sassiest, That Sassy Thing, and others in this space are led by women. I am optimistic that in a few years, these female founders will be the leading voices who shape the category’s growth and change consumer perceptions.”
While the work of sex tech brands may seem controversial now, it’s convincing that their positive impact will be felt for generations to come. By giving all people control over their bodies, relationships, and sexuality, the sex tech movement is planting seeds in India for a more free and dignified society that benefits everyone.
