Bhuvam Bam Joins D2C Sexual Wellness Brand Peppy As Cofounder

D2C sexual wellness brand Peppy has roped in content creator Bhuvan Bam as an investor and cofounder. 

In a statement, Peppy said it raised $500K in a pre-seed round, led by Bam, BBKV Productions cofounder and CEO Rohit Raj, among  others, in May this year. 

It is pertinent to note that BBKV Productions is a subsidiary of BB Ki Vines Private Limited, which is owned by Bam.

Peppy, founded in 2023 by Devansh Agarwal and Shyamal Gupta, sells a range of sexual wellness products for both men and women, including massagers and lubricants. During its last fundraise, which saw participation from Bam and other angel investors, the D2C brand was valued at INR 50 Cr.

“With Bhuvan and Rohit’s signature creativity and knack for connecting with people, we’re breaking barriers and normalising conversations around pleasure,” Peppy cofounders said in a statement.

The partnership will enable Peppy to leverage Bam’s online popularity to “connect” with masses and tout its products to a wider audience. Notably, this is not the first time that Bam has invested in a startup. In 2022, he invested in a creator-owned marketplace startup HYPD. 

Commenting on the investment, Bam said, “… While society has made significant changes in many areas, the taboo surrounding physical intimacy continues to hold people back. By collaborating with Peppy, I aim to help people overcome these societal norms and empower individuals to embrace their journey toward intimacy with confidence and ease.”

Peppy, in the statement, said that it is now in the process of raising a seed round of $1 Mn to $2 Mn with an eye on expanding its sales channels and market reach. 

The startup competes with brands like Bold Care, MyMuse, Kindly, among others. Last year, Bold Care also roped in actor Ranveer Singh as its co-owner. 

The development comes at a time when more and more celebrities are investing in Indian startups. As many as 19 celebrities, including Deepika Padukone, Raveer Singh, Karan Johar, KL Rahul, among others, have infused capital into 21 startups so far this year

Notably, the Indian sexual wellness market is witnessing healthy investor interest lately. In January this year, MyMuse raised a Pre-Series A round of $2.7 Mn from Trifecta Capital and CRED’s founder Kunal Shah in a mix of debt and equity to strengthen its omnichannel presence. 

Last year, feminine hygiene startup Sirona forayed into the sexual wellness market with the acquisition of vegan condom brand Bleü.