Redefining Pleasure: How Sangya Project is Changing India’s Sexual Wellness Landscape

Founded in 2021 by an unlikely trio—a sex educator, a media professional, and a litigating lawyer- Sangya Project has already become quite the crowd favourite.

Read: Bridging the Gap: How Flutrr is Redefining Dating for Tier 2 and Tier 3 Cities

Beyond being a pleasure products store, Sangya is also an educational platform that is normalizing conversations around sexuality and intimacy.

This is our series ‘Business of Love’, where we dig deep into businesses carving a niche in the romance and relationship space in India.

Building a Brand Rooted in Accessibility and Representation

Sangya Project was born out of the need to fill a gap in the Indian market.

They are now the first manufacturers of dildos, strap-ons, plugs and vibrating massagers in India. “The idea from the beginning was to manufacture locally while keeping products accessible in a way that allows its customers to purchase products without having to necessarily save up for it,” explained Shweta Sangtani, co-founder.

When they were starting out, they were prepared for hate and negative comments. But, the response they recieved was the polar opposite.

“What’s come our way has been an immense amount of love and gratitude. I think the gratitude is because we tend to feel fairly lonely in our sexual experiences, good or bad. But when we begin to talk about them, we suddenly realise that none of us have to navigate this alone at all. This is, in fact, just a part of daily wellness,” said Shweta.

Their brand and approach have struck a chord. Since its inception, the brand has grown 20x, and in just the last five months, its revenue has doubled.

The overwhelming response has made one thing clear: India is ready for more open conversations about pleasure and sex.

Beyond Tier-1 Cities: A Widespread Demand

There exists a perception that companies like Sangya Project cater to an English-speaking, elite, Tier 1 city clientele, but the truth is far from it.

“Almost 50% of our orders come from Tier 2 and 3 cities. These consumers are very curious about sexual wellness,” highlighted Shweta. “It’s a bit of a myth that pleasure products are ordered only by consumers in Tier 1 cities.”

Statistics like these go on to show that smaller towns also have a growing curiosity towards sex and sexuality and aren’t as conservative as they’re made to seem. Facilitated by growing internet penetration, sexual awakening is happening across India.

Debunking Myths About Pleasure Products

The sexual wellness industry is rife with different kinds of myths and misconceptions, but perhaps the most prevalent one is that pleasure products exist to “replace” partners—particularly men.

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Shweta clarifies, “Pleasure products are complementary to intimacy, not a replacement for it. They allow individuals to explore the kind of touch they like without putting themselves in a vulnerable situation.”

She highlighted that a lot of Sangya products are bought by people for their partners to enhance their shared experience.

Lessons Learnt From the Business of Pleasure

Building a niche brand in a space that’s only just being explored wasn’t easy. Selling pleasure products in a conservative country came with its challenges, but Shweta highlighted how these have helped them grow the business.

The human factor and engaging deeply with their community have been the biggest of them all.

“A good brand isn’t built on performance marketing alone,” Shweta emphasized. “It’s built on genuine connections with the audience. I think this is sector agnostic. If people are spending money on your product, they also like to be heard.”

Sangya has thrived by actively engaging with its customers—whether through social media conversations, customer feedback, or quality support. They’ve even scrapped models or made alterations to them based on feedback.

“People aren’t just money bags. If they’re spending on your product, they also want to be heard,” she added, highlighting that this is a core principle they’ve followed while building the brand.

Future plans for the brand? Shweta replied, “We wish to continue to build here in India while making products more accessible, which also helps us in offering the longest warranty that anyone does in this industry.”