Sexual Wellness and Marketing in India: An Analytical Study of Strategy, Messaging, and Inclusivity

Abstract

The sexual wellness industry in India is quickly transforming from a once-taboo subject into a thriving market fueled by digital innovation, shifting social attitudes, and growing consumer awareness. This study takes a close look at how sexual wellness brands are marketing themselves, highlighting the move away from just focusing on products to messaging that emphasizes education and a positive approach to pleasure. It also evaluates how well these campaigns reduce stigma and make consumers feel more comfortable, paying special attention to inclusivity—such as how well different genders, sexual orientations, and urban-rural populations are represented and reached.

Drawing on survey data from 590 carefully selected participants from various backgrounds, along with information from trusted journals and market reports, the research uncovers valuable insights into how people perceive and engage with sexual wellness products, as well as access challenges they face. The findings show that while education and inclusive marketing help encourage openness and build trust, there are still gaps—especially in truly representing all groups and reaching rural areas.

The study highlights the urgent need for brands to adopt culturally aware, inclusive, and region-specific strategies to grow the sexual wellness market further and promote sexual health and dignity for everyone across India