Inside India’s newest intimacy trend: Rafi Saikh on building ChocolateX – Brand Wagon News

In India’s evolving sexual wellness market, where conversations around intimacy are still met with hesitation, ChocolateX is looking to break barriers with a blend of indulgence and open dialogue just like MyMuse, That Sassy Thing, Love Depot and more. The brand, which launched its first product in October, has positioned itself at the intersection of pleasure and conversation, offering curated experience boxes designed to help couples engage in deeper, more open discussions. “We spent a lot of time understanding market trends and the sexual wellness space before launching. Globally, this market is valued at approximately $40 billion and is expected to double to $80 billion by 2027, growing at a CAGR of 6-8%. In India, it was valued at around $1.2 billion last year and is growing at a much faster rate of 15-20% annually. By 2030, it is projected to surpass $2 billion,” Rafi Shaik, CEO, ChocolateX, told Shailja Tiwari.  

This rapid growth, coupled with shifting consumer sentiment among younger audiences, particularly Gen Z, has created opportunities for brands willing to approach the space differently. “Gen Z is becoming more vocal about topics that were traditionally considered taboo in India, including sexual wellness,” says Shaik. “There’s a growing openness in these conversations, and we wanted to create a brand that makes them more engaging and approachable.”

The X approach!

Unlike other players in the market, ChocolateX isn’t selling individual intimacy products; it’s aiming to sell an experience. “Most brands sell individual products separately, but we focus on bundling them into an experience that guides couples in a fun and engaging way,” Shaik explains.

Their first product, the Bliss Box, is an experience kit designed for couples, containing frosted chocolates, a blindfold, a massage candle, and icebreaker cards. “Often, couples hesitate to discuss certain topics, and conversations can become routine,” he says. “The icebreaker cards help initiate discussions, making it easier for couples to connect, engage, and add excitement to their time together.”

The brand’s strategy of experience-driven marketing paid off quickly. “We launched the Bliss Box exclusively on our website in December, and despite being available on just one platform, we achieved Rs 1 crore in sales by January,” says Shaik.

Moving forward, the brand is targeting sustainable growth of 30% month-on-month to reach the Rs 100 crore milestone.

Encouraged by the response, ChocolateX is expanding its product line. “We recently introduced a chocolate box with just three chocolates, and in the premium category, we are set to launch the Exotic Box, maintaining the same immersive experience for couples,” he shares.

Competing in a nascent market

While India’s sexual wellness market is growing, it remains largely untapped compared to Western countries. “In markets like the US, consumers are already aware of how products like chocolates or other scientifically designed items contribute to intimacy,” Shaik says. “But in India, there’s still a lack of awareness and guidance in this space.”

ChocolateX is not the only player in the Indian sexual wellness industry, but its approach stands out. Competitors like Lovetreats, MyMuse, That Sassy Thing, and Bleu, among others, focus on selling discreet, high-quality sexual wellness products. However, ChocolateX aims to differentiate itself by packaging products into structured experiences rather than just standalone items, and its X factor is its chocolates. Although this brand name stands as a differentiator, it also limits it to expand beyond chocolates. 

Shaik believes this positioning is key to capturing market share. “If you look at the market, most individual products are already available. However, what’s missing is the right bundling—a curated selection of products that truly enhance a couple’s experience. That’s where we come in.”

One of the key insights that informed their product development came from observing consumer behavior. “For example, data shows that on New Year’s Eve, the highest-selling products are condoms and handcuffs,” Shaik explains. “What we’ve done is take that insight and create an experience box—our Exotic Box—that includes a handcuff, a blindfold, chocolates, and conversation cards. This setup ensures couples don’t just buy a product but engage in an interactive and playful experience.”

Need for change

While ChocolateX has had a strong start, its ambitions go beyond just sales. “Our goal is to bridge that gap—to not only offer products but also educate and create experiences that help couples feel more comfortable, open up conversations, and enjoy their time together,” says Shaik.

By leveraging digital and influencer marketing, the brand is working to make discussions around intimacy more mainstream. “Our campaigns performed exceptionally well, significantly boosting our social media presence,” he adds. “In our first month, we achieved Rs 1 crore in sales, which was a major milestone. Seeing the strong market response, we realized the huge potential that still remains untapped.”

Building a consumer brand in this category is not without its challenges, but ChocolateX’s early success signals a strong demand for products that go beyond utility and tap into emotional and experiential aspects of intimacy. “Building a B2C brand takes years, but we’ve seen a major breakthrough in our first month itself,” says Shaik. “That’s a clear indicator that our strategy is resonating with consumers and that we’re addressing a real gap in the market.”

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