It was 2018 and we were all lauding Bollywood for Lust Stories, especially Karan Johar for attempting a short movie focusing on female orgasm. While the character of Kiara Advani found her way to ‘pleasure’ using a sex toy after her husband couldn’t do the ‘deed’ for her, Paras’, played by Vicky Kaushal, low libido remained undiscussed. In another Bollywood film, Veere Di Wedding, Sakshi Soni (played by Swara Bhaskar), was also seen enjoying her ‘me-time’ using a vibrator while her husband was away. The point here is that in the last few years, conversations around female pleasure and sexual wellness have increased with newer brands coming in and providing an open forum for the discussion. However, are we talking about male sexual wellness with such openness? 

Working as a beauty editor for a few years, I have closely witnessed the growth of the sexual wellness industry in India. We are not just talking about the launch of sexual wellness brands or the spike in the sale of intimate hygiene products, but also about the shift in the perception where sexual ‘needs’ now come under wellness and masturbation is pleasurably defined as self-care. However, what’s also interesting to see is that similar dynamics are now being observed in the male sexual wellness industry and it’s time we start giving libido industry its due attention. 

Early this year, Bollywood’s ace actor Ranveer Singh shook things up with Bold Care–a sexual wellness brand for men. Singh not only acted in its TVC with a popular adult-industry actor Johnny Sins but also revealed that he has come on board as the brand’s co-founder. The TVC, set in the premise of traditional saas-bahu drama, voices issues in the couple’s married life due to wife’s unfulfilled desires and husband’s low libido. Male sexual wellness is now becoming a mainstream topic, slowly coming out of the shadows of Shilajit and shady babas claiming to provide solutions with their ‘herbal’ treatments. Is it enough?  

“The shift has been a bit more gradual and slow-paced as compared to women’s sexual wellness. Only in the last two to three years have we seen the stigma fade away for men’s sexual health. The consumer is still not comfortable discussing this with their peers or family, but they have actively started seeking solutions for their concerns,” says Rajat Jadhav, co-founder and CEO, Bold Care.  However, the shift is visible–we are talking about a plethora of products ranging from libido boosters, sex toys or better termed wellness devices, sprays, lubricant and even dedicated content that deals with specific FAQs. The products are also being sold by trusted marketplaces where sexual wellness startups are playing a huge role in bridging the gap. Today, you can order these products online, from pharmacies, and even from instant-delivery platforms like Zepto and Blinkit, if you stay in metro cities. 

Men Are Getting Out There 

The male sexual wellness industry, however, is still in its nascent stage. While the industry on a whole is growing rapidly, it’s difficult to put a number on it with regards to men. This is also because the industry is highly unorganised, at the moment. Jadhav explains that there aren’t objective market research reports that holistically map the sexual wellness market. “As it is a vast space, especially if we account for the disorganised segment of the market," he says.  

Sahil Gupta co-founded MyMuse, a gender-neutral sexual wellness brand, along with his wife Anushka Gupta in 2021. Since then, he says, “Our male consumer base is growing steadily, reflecting the broader trend of increased openness and acceptance of male-focused sexual wellness products.” Though the brand gets maximum business from metro cities like Mumbai, Delhi, Bengaluru etc., what’s interesting is that it sees much interest from smaller cities and towns. “We get great response from cities like Indore, Vijayawada, Shillong, and more. It’s good that these conversations are spreading beyond just the big cities,” he says. MyMuse co-founders reveal that though their products are designed for everyone, the Beat Stroker, a vibrating, ribbed stroker for enhanced ‘hand’ game; Jack Flexible Stroker, a non-electric massager sleeve with ribbed pattern; and the Loop Vibrating Ring, a double-sided vibrating ring for couples, are some of their most popular products among men. 

The conversation around prioritising having a ‘good’ time, alone with a partner, has now become the focus of sexual wellness brands. Men are now open to explore their bodies and preferences, and willing to experiment, correct and opt appropriate solutions when it comes to treating concerns regarding their libido. “For men, the concept of using wellness devices was often considered a taboo, as masturbation has always been something one does with their hands. This notion is slowly changing, with more men eager to explore new options and introduce variety and novelty into their routines,” says Gupta. On the other hand, Jadhav points out another interesting fact about the average age of men who have started facing libido issues which, according to him, is not 40s but late twenties when it comes to Indian men. However, the pleasant change is these men acknowledging the concern and seeking help proactively. “While discretion is still on their mind, the stigma that this is a life-altering problem has faded away,” he adds. 

Are Boys Having All the Fun? 

Has the conversation around male sexual wellness always been an easy topic to navigate? A simple scroll through these sexual wellness pages would be enough to tell you the truth; while content around prioritising female pleasure is received well and considered progressive, similar posts around male sexual wellness are often misunderstood and ridiculed. It is still tough for a man to open up about his sexual trauma, inability, or any sort of concern that requires attention as it’s not considered masculine. “If you look at sexual wellness ads for women, they are always empowering–Own It, Boss Babe... are the kind of phrases you often hear for women. However, for men, the ads are either overtly sexualised or cheeky but not straightforward. May be men are not fully ready to talk about their sexual wellness in a way that doesn’t involve making a joke out of it,” says Dr Tanaya, popularly known as Dr Cuterus on social media, author and educator. 

When it comes to the staggering growth of male sexual wellness industry in India, Dr Tanaya also points out that the industry is strongly focused on couples and partner pleasure whereas female sexual wellness also talks about individuals or sexual desires as singles. “When it comes to sexual wellness devices or products for men, the education factor is missing, and the marketing takes over. For example, the climax delay sprays contain anaesthetic agents that numbs the penis to last longer. However, the scientific data available on these agents is conflicting which means we are still not aware how it can harm the vagina or penis or both. Similarly, penis enlarging devices are also often harmful and cause injuries. Therefore, there needs to be proper education not just about products but also about exercises and techniques that can help manage these issues as opposed to just selling the products,” she explains. 

What More Do They Want? 

Supplements, specialised products, deeper (pun intended) conversations, of course there’s been gradual growth. This can be attributed to maturing mindset, positive reception of sexual wellness brands, acknowledging the orgasm gap among genders and general awareness. But it’s not enough. We are on the right track navigating through interesting times in the industry that’s actively experimenting to offer a wide range of products and producing content to make men interested in starting the dialogue around sexual desires, but men need more. “As our society's attitudes towards sex and intimacy continue to change, we're likely to see a shift towards more holistic approaches to sexual wellness, focusing on not just the physical but also the mental and emotional aspects,” says Gupta. The mainstream attention towards the industry is contributing majorly to its progress; we are talking about actors like Radhika Apte and Ranveer Singh using their popularity and fan base to talk about sexual wellness, but this is just the beginning. “I see the sexual wellness category being one of the fastest-growing consumer healthcare categories—as we finally make the transition from a disorganised to an organised sector,” says Jadhav.