Quick commerce is proving to be a game-changer for sexual wellness startups, catalysing their growth with speed, privacy and convenience. Sales at these startups are booming with platforms such as Blinkit, Zepto and Instamart providing discretion and instant gratification.
That Sassy Thing, a women-centric sexual wellness brand, has seen a 250% jump in sales since it listed on Blinkit and Zepto in May 2024. The company now attributes 65% of its total sales to quick commerce, 30% to its direct-to-consumer website and only 5% to online marketplaces like Nykaa and Amazon.
Co-founder Sachee Malhotra told FE that traditional offline retail remains ill-equipped to cater to the unique needs of this category. To build brand visibility, the company is instead exploring more unconventional avenues like tie-ups with cafes and restaurants. The startup recently raised `6 crore in a seed round led by Inflection Point Ventures (IPV).
Another brand MyMuse, backed by one of the largest pre-Series A funding rounds of $2.7 million last December, has reported a 4X rise in quick commerce sales over the past year. Quick commerce now contributes around 40% of the brand’s monthly revenue and is also its fastest-growing channel. From March 2024 to March 2025, the startup witnessed a 700% surge in monthly order volumes on platforms such as Blinkit, Zepto and Instamart. It now plans to expand its range of SKUs and regional presence on these fast-delivery platforms.
Similarly, men’s sexual wellness brand Bold Care, which counts actor Ranveer Singh among its investors, has also recorded over 200% growth on platforms, including Swiggy Instamart, Blinkit, Zepto, BBNow and Flipkart Minutes over the past year. The company said its growth has been consistent across channels, but the acceleration provided by quick commerce stands out.
The reason behind this rapid adoption is rooted in user behaviour. “Fast product delivery without the need to visit a physical store appeals to a wide range of customers, particularly younger, urban consumers who value privacy and health,” said Vinay Bansal, founder of IPV.
According to Tracxn data, 51 sexual wellness startups have collectively raised $29.54 million in funding so far. Key players include Bold Care, Allo Health, Kindly, AADAR, RxMen, ThatMate and CupidCare. The most popular product categories range from condoms and lubricants to massage candles, arousal oils, card games, handcuffs and wellness supplements.
The sexual wellness market in the country, valued at $1.4 billion in 2024, is projected to grow to $2.5 billion by 2033, according to IMARC Group, with a compound annual growth rate (CAGR) of 6.2%. Contributing to this growth is the discreet and predictable delivery model of quick commerce, which allows customers to receive their orders within a 20-minute window, maintaining control over when and how they receive sensitive packages. “Discretion is one of the core pillars of our category. People don’t want their families to know what they ordered and quick commerce solves this seamlessly,” said Malhotra.
Beyond privacy, quick commerce also eliminates psychological barriers associated with buying intimate products. “Earlier, buyers had to mentally prepare for awkward pharmacy interactions. Quick commerce removes that friction. The shift from taboo to routine is what has unlocked real scale and latent demand,” said Madhav Kasturia, founder and CEO of Zippee, a quick commerce logistics startup. One of Zippee’s partner brands saw daily orders jump from 200 to over 2,000 within three weeks of listing on Blinkit and Zepto. During Valentine’s week alone, over one million condoms were sold through quick commerce, he added.
Quick commerce platforms, too, benefit from the trend. Sexual wellness products are high-margin and high-frequency items that can outperform everyday staples in repeat purchases. Customers are even willing to pay 20-30% more for the privacy and speed, reducing reliance on discounts. Tier 2 cities are reportedly leading demand growth, with women driving a majority of first-time and repeat purchases. Retailers have also noticed that cart values increase when these products are added, making them unexpected upselling drivers.
As delivery networks expand and speeds increase, newer formats such as lubricants and couple kits are expected to gain traction. Kasturia believes quick commerce provides a neutral, judgment-free shelf that traditional retail never could, fostering both trust and scale.