The same people who break into a dance to the tunes of ‘Sheila Ki Jawani’ at weddings and discos make a break for it when they have to discuss their ‘Jawani.’ Fortunately, the sex-tech industry is on the cusp of breakthroughs in Asia and more specifically in India accounting for an untapped market worth a whopping $1.1 billion. Interestingly, Manzuri is aiming to make a lion’s share for the same.
The word ‘Manzuri’ is derived from a Japanese word that translates to “female masturbation”. Literally, it translates to ‘ten thousand rubs’. The word also roughly translates to consent in Hindi. Therefore, the founders firmly believe that consent and pleasure go hand-in-hand. Manzuri is built on the brainchild of creating a sex tech start-up in India with a focus on innovation they aim to democratize pleasure and destigmatize sex in India. The brand strives to become a trusted partner in pleasure for all-things-sex.
According to recent statistics, a surprising 30% of consumers for a certain product or service are married couples above the age of 30 living in Tier 1 and Tier 2 cities. The second largest group of consumers, making up 23% of the customer base, are women aged 18-30 who identify as single. Married women in the 30+ age group make up 15% of the customer base, while single men aged 21-30 account for 20%. Interestingly, the Queer community, also residing in Tier 1 and Tier 2 cities, makes up 12% of the consumer base.
Manzuri emphasizes the importance of pleasure in the overall health and well-being of life of an individual and how it can impact other aspects of your life like career and relationships. Fortunately, our range of 200+ products ranging from INR 499 to INR 24,999 provides a perfect balance between affordable and premium. With the motive of normalizing buying of sex toys in India, Manzuri offers a wide range of products like male and female masturbation toys, dildos, vibrators, prostate massagers, and many more.
They are laser-focused on building a platform that is inclusive and caters to every gender and identity; and most importantly easily accessible to every citizen of the country, Manzuri has started to explore deeper into a market for sex toys in India beyond the metros and is foraying into smaller towns to reach a wider audience. Chennai and Assam are among the top five cities in their demographics, and the acceptance and increasing consumer base in Tier 2 and small towns is proof that Indians are embracing their sexual well-being everywhere.
The responsibility of bringing this movement to far-reaching areas and spreading awareness on these taboo subjects in India is one of the primary goals of Manzuri. Therefore, they believe that just selling is not enough. Manzuri aims to build a sex-positive community through its social channels, delivering innovative tools (a questionnaire designed to tailor your sex toy to you, for example) and bringing life-changing education about safe sex, sexual well-being, and even the way the human body works, to people worldwide.
“We’re committed to making our customers feel like they can think about their sexuality as they think about the rest of their health and wellness.”
Meaning, creating a space free from shame in a dumbed-down marketing manner and with an experience that doesn’t feel sleazy or patronizing. More importantly, they see it as a way into people’s hearts and minds.
The global sexual wellness category is valued at a whopping $74 billion, and the domestic market in India is expected to touch $2 billion over the next three years. The sex toys market is globally valued at $34 million, and the domestic Indian market is approx valued at $91 million and projected to touch $200 million by 2026. Manzuri is ambitious to become a key player in this category, and they are already making waves in over 100 cities. Since their inception in 2020, they’ve sold over 10,000 products, garnering business of over INR 2 cr. It’s all thanks to the enterprising duo, Mr. Ritesh D. Ritelin, Founder, and Ms. Aastha Vohra, Co-Founder, who are determined to make a difference.