These 'sex start-ups' in India are changing conversations around 'taboos'

India, often called the land of Kama Sutra, is often shy to talk about sex publicly. The topic is often a big no-no in families.

The situation may not be better in case of married couples who may suffer because of lack of communication and privacy.

Some 'sex start-ups' are trying to shatter the walls of silence around the topic often considered taboo in the largely conservative country.

MyMuse, founded by Anushka and Sahil Gupta, are tackling this with tongue-in-cheek marketing and creative euphemisms, which they say make the products (adult toys) seem less intimidating and encourage first-time buyers.

"Diwali is coming and so should you! And as always, we're urging you to save the fireworks for the bedroom," exclaimed one such advertisement on Facebook before one of India's biggest religious holidays, and its customary pyrotechnics, last year.

"There's this shame, guilt and fear associated with buying something that should be used in your intimate areas, and that's the first thing we wanted to turn around," Anushka says.

MyMuse is one of a growing number of businesses riding a wave of sexual liberation amongst urban young professionals, already navigating global trends on Instagram and comfortable with dating apps such as Tinder, Bumble and Hinge.

Investors too are betting on this untapped market in the vast country of 1.4 billion: India's nascent sex toys sector was valued at $91 million by TechSci Research in 2020, and predicted to grow 16 percent annually.

There are a growing number of services for India's sexually curious: fellow start-up Gizmoswala offers same-day delivery on bondage kits for Mumbai residents, while LoveTreats exhorts online shoppers to discover their "naughty side" with lingerie sets and remote-controlled vibrators

(With inputs from agencies)