D2C sexual wellness brand MyMuse raises Rs 9.5Cr in funding led by Saama Capital, others

Mumbai-based D2C sexual wellness and bedroom essentials startup MyMuse has raised Rs 9.5 crore (approx $1.2 million) in a seed funding round led by Saama Capital, with participation from its pre-seed investors Sauce VC and Whiteboard Capital. 

Prominent angels have also joined the cap table over the two rounds of funding, including Mohit and Malika Sadaani (Mom’s Co.) and Varun Sadana (Supertails, Licious).

According to the company's statement, the raised capital will be used to grow its team, introduce a range of innovative products, strengthen brand positioning, and expand distribution.

Launched in 2021 by husband-wife duo Sahil Gupta (HBS MBA ’19, ex-Private Equity) and Anushka Gupta (ex-WeWork India, OML), MyMuse is India’s first gender-neutral brand dedicated to sexual wellness.

Seeing a gap in the market for high-quality adult products, the couple decided to create a new-age brand that reframes how Indians approach intimacy– making it easy, approachable, and fun. With discreet, well-designed products, spanning full body massagers, lubricants, oils, couple games & gift kits, plus relatable content, MyMuse said it has been able to break taboos and build a loyal community. 

“As Indians, we’ve grown up in environments where the topic of intimacy has been swept under the rug, and products for the bedroom are hidden in brown paper bags," said Anushka Gupta.

"We wanted to focus on beautiful, unintimidating products that can become a seamless addition to one’s daily life. Our fundamental message is that intimacy is a universal and integral part of life, so products for this area deserve attention," Anushka said.

MyMuse claims to have witnessed (~40% m-o-m) growth and served 15,000+ customers across 281 cities in India thus far. The startup said it is firmly focused on creating an unparalleled product and brand experience, promoting positive sex education and conversation, and bringing excitement back into the bedroom.

 “We feel that brands today have a responsibility to help educate and bring about positive change– that’s why we’ve focused our efforts equally on building informative & relatable content,” said Co-Founder Sahil Gupta. “We’ve been positively surprised by how eager and ready consumers across India are to embrace products for their intimate experiences, and we aspire to bring them the best,” he added.

Speaking on the investment, Ash Lilani, Managing Partner at Saama Capital, said, “The MyMuse team has been able to capture hearts and minds, by being honest and bold, yet respectful of cultural norms. They are passionate about the importance of brand love and mission and this is exemplified by the overwhelmingly positive response from customers."

“Anushka & Sahil have built a talented team choosing to keep a lot of the key brand-related functions in-house to deliver high quality and unique engagement. Their innovative methods, hands-on approach, and desire to mentor, have attracted top talent and brought the best out of their people,” said Manu Chandra, Managing Partner at Sauce VC.

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