How Is MyMuse Breaking Taboos Around Sexual Wellness In India?

In India, where conversations around intimacy and sexual wellness remain largely taboo, access to high-quality adult products has been overlooked for far too long. While demand existed, consumers often faced stigmatisation, poor product quality, and a lack of transparency. Recognising this gap, Anushka Gupta, a Tufts University alumna, and Sahil Gupta, a Harvard alumnus, set out to create a modern, inclusive, and accessible sexual wellness brand.

Pivoting from their content-first approach, the duo decided to offer premium, thoughtfully designed products that make intimacy comfortable, safe, and stigma-free. This vision led to the launch of MyMuse, a D2C brand dedicated to redefining sexual wellness in India. Since its inception, the brand has served over 3.7 Lakh customers across 800+ cities, making it one of the fastest-growing names in the category.

A Clinically Approved Approach To Intimacy

MyMuse has positioned itself as a pioneer in sexual wellness, offering a curated selection of 25+ products ranging from full-body massagers and lubricants to intimate oils, couple’s games, and gift kits. Each product is designed to enhance experiences while prioritizing comfort and accessibility.

Setting itself apart from low-quality, unregulated products in the market, MyMuse ensures that every item undergoes rigorous quality checks. Transparency is a key pillar of the brand, with clear labelling on materials, ingredients, and safety standards. Products made from medical-grade silicone and dermatologist-approved lubricants are prominently mentioned, helping customers make informed, confident choices.

Understanding that discretion is a major concern for consumers, MyMuse provides secure and unmarked packaging while also educating customers through its content platform, unLearn. This initiative aims to break myths, answer common questions, and normalise conversations around sexual wellness in a country where open discussions on intimacy remain rare.

Riding The Quick Commerce Wave

Initially, MyMuse began its journey with traditional marketplaces like Amazon, but as consumer behavior shifted towards instant access and convenience, the brand expanded into quick commerce platforms such as Zepto, Blinkit, and Swiggy Instamart.

This strategic move paid off — in 2024, MyMuse recorded an astounding 670% growth in its quick commerce revenue, making on-demand sexual wellness a reality for Indian consumers. In FY24, the brand’s revenue surged 90% YoY, reaching INR 36.03 Cr. Additionally, the company became EBITDA positive in the last five to six months of 2024, indicating a strong financial foundation for future expansion.

Currently, MyMuse’s monthly recurring revenue (MRR) exceeds INR 5 Cr, showcasing sustained demand and a growing consumer base. Moreover, the sexual wellness startup has successfully retained its spot from the previous year in the FAST42’s 2025 edition.

What’s Next For MyMuse?

Looking ahead, MyMuse is preparing for large-scale expansion across India, with a strong focus on Tier 2 and 3 cities where demand is growing but access remains limited. The brand aims to establish an omnichannel presence, build a stronger distribution network, and expand its product range to cater to different consumer life stages—positioning itself as India’s go-to brand for bedroom essentials.

With these growth initiatives in place, MyMuse is targeting INR 57 Cr in revenue for FY25, further solidifying its position as a category leader in India’s rapidly evolving sexual wellness market.

[Authored By Anirudh Trivedi]