Talking about sex in India is still a hush-hush conversation, and when it comes to women's sexuality, it's often the last subject anyone wants to discuss. Consequently, women's sexual wellness is often overlooked. That Sassy Thing is trying to break this norm and turn it into a business opportunity. Founded by Sachee Malhotra, That Sassy Thing is one of the few brands in India offering women's sexual wellness and pleasure products.
After COVID-19, India has witnessed a significant boom in the sexual wellness industry, with many brands emerging to make pleasure products more accessible and challenge the regressive narratives surrounding this taboo topic. According to a report published by Allied Market Research in 2022, the Indian sexual wellness market generated revenue of $1.15 billion in 2020 and is projected to reach $2.09 billion by 2030.
Sachee Malhotra picked up the theme and launched That Sassy Thing in January 2021 as a D2C brand. That Sassy Thing offers a variety of women-based products for vaginal health, sexual pleasure, toys and accessories. With growing awareness and limited competition, the brand has substantial potential for growth.
The Visionary Behind the Business
Sachee Malhotra, co-founder of That Sassy Thing, embarked on this journey with her husband. This 32-year-old woman from South Delhi has an inspiring story to tell. She was raised in a typical household with a homemaker mother and a businessman father.
Everything was normal until she was diagnosed with polycystic ovary syndrome (PCOS) during her school years. This syndrome caused excessive hair growth on her face, back, and abdomen. As a result, Sachee faced bullying and mental distress at the young age of 15. While battling her condition and confronting societal perception she learned more about women-centric issues, particularly focusing on sexual wellness and care.
“The sexual wellness category is super skewed towards men, ignoring the female perspective in terms of products, conversations and culture,” says the co-founder in one of her interviews. She further mentions that she struggled to find quality products and credible platforms for sexual care when she needed them. She realized the necessity of platforms that normalize sexual pleasure and wellness, without misogynistic marketing and phallic products where women could feel truly represented.
After a few years, That Sassy Thing emerged, now offering a wide range of wellness and playful products. Sachee aspires to take it forward and spread awareness by calling out myths and misconceptions about women's sexuality. She aims to normalise discussions around women’s bodily issues, including menstruation, sexual pleasure, and overall health.
Products Offered
That Sassy Thing offers a range from enjoyable accessories to intimate care products. One of the highlighted products is a sexual lubricant called DTF which the company claims to have all plant-based natural ingredients to keep vaginal Ph level in check and avoid itches, rashes and infections.
It has introduced some innovative sex toys keeping Indian sensibilities in mind with competitive prices compared to similar international products. A variety of vibrators are also available at affordable prices for Indian customers.
The company has launched four unique products under its brand name– a hump-based menstrual cramp care roller, pubic hair oil, underwear detergent and an intimate wash.
Hump-based menstrual cramps are by far the most sold product in the company and receive positive reviews from all corners.
With these products, the Company shows care about women's needs combining pleasure with hygiene.
Unique Selling Propositions (USPs)
That Sassy Thing provides resources to create awareness and guidance for sexual well-being and other related issues. It promotes a culture of open dialogue and education to empower women to make bold decisions. The founder, Sachee, takes the reign in her hands and as a brand ambassador, promotes the brand and products, addressing the negligence and patriarchal perception surrounding women's sexual health and pleasure.
The company offers inclusive and diverse products catering to different preferences and desires, targeting the unique needs of every woman.
That Sassy Thing prioritises discretion and privacy by ensuring products don't appear on packaging or bank statements. Sleek and stylish packaging enhances the sense of trust among customers.
Conclusion
That Sassy Thing is among the few ventures that have emerged in recent years, addressing concepts that were too sensitive to discuss openly. In a country where women's sexual pleasure and wellness is a taboo subject establishing a business around it is a bold statement.
The woman behind the business envisions taking this brand beyond its products to challenge and redefine preconceived notions about women's sexuality. She has been bold, inspiring and vocal in her journey and spreading awareness to fellow women and girls to embrace and prioritise sexual pleasure.
From a business perspective, the particular segment is significantly growing. With women becoming more independent, aware and educated the demand for such products will increase. That Sassy Thing needs to remain innovative and trendy to target new audiences.
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