Sexual wellness advocates are starting to change conversations and attitudes around sex.
Sachee Malhotra, founder of That Sassy Thing, says that until recently, “the perspective of women was completely missing” from sexual wellness brands.
Experts cite many reasons for this gradual change of attitude toward sexuality in India over the centuries. Some feminists and historians attribute it to a rise in patriarchal values and the will to control women; others cite certain historical events.
A mix of personal and professional experiences led Delhi-based Sachee Malhotra to launch That Sassy Thing in January 2021. Malhotra was diagnosed with the hormonal condition polycystic ovary syndrome, or PCOS, at 15, and she realized that there was little conversation about how it impacts the body internally and mental health. “I was bullied and I went through a lot of painful hair removal treatments. Several aspects of women’s bodies were not even acknowledged,” she says.
After spending considerable time abroad and in various parts of India, the founders of MyMuse India found a stark difference in accessibility, information, and products when it came to sexual well-being in the East and the West. Since their launch in 2021, Gupta says they have received an “overwhelming response” to the products, which include massagers, water-based lubes, vibrators, aromatherapy candles, and dating card games.
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