My Muse, an Indian sex startup, plans to challenge the Indian cultural view of sex. Anushka and Sahil Gupta, a Mumbai-based couple, are the brains behind a new company that uses sex toys and clever advertisements to break down long-held taboos. They claim to want to eradicate “shame, guilt, and fear” from Indian sex.
Despite India’s reputation as the birthplace of the Kama Sutra, open discussions about sexuality and intimacy are frequently regarded as impolite in the country’s predominantly traditional culture. We live in a society that prefers to have sex indoors while gossiping about it outside. In our society, discussing sex makes you appear abnormal. In our country, there is a lot of stigma and taboo surrounding sex. It’s a subject best avoided in Indian households for fear of raising eyebrows and being condemned.
That is precisely the problem that this Indian couple’s startup, MyMuse, is attempting to solve. During the holiday season, the company made headlines for using social media to promote its products. Last Diwali, they made a Facebook post that shook the internet.
My Muse is one of a growing number of businesses capitalising on a wave of sexual liberation among urban young professionals who are already adept at following global trends on Instagram and using dating apps like Tinder, Bumble, and Hinge. It sells three kinds of items: mood-setting items, play items, and kits. Among the items available are candles, massage oils, card games, eye masks, lubricants, massagers, and kits with various combinations.
According to the company, its products have been thoroughly tested, and all customer feedback has been considered. Their products are only available for purchase via their website and social media accounts. The marketplace model, according to the company’s website, does not adequately represent the buyer-seller connection they seek. Their products are shipped for free.
Furthermore, according to the company’s website, its deliveries are kept private. Emails and bank account statements are handled by MyMuse India Private Limited. The shipment boxes are all standard corrugated boxes with minimal branding. They stated that orders should be placed at a location where the buyer will be able to personally pick up the box. If the buyer has any further requirements, they can send them by mail.
According to an AFP report, the company has received seed funding from venture capital firms and has hired more than a dozen people. MyMuse ships to approximately 200 cities in India.
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