(NTI): In a groundbreaking move for women’s sexual health in India, three visionary women—Aishwarya Dua, Karisma Chavan, and Dr. Nikita Dound—launched Sassiest in 2022. This Mumbai-based startup is India’s first doctor-backed sexual wellness and pleasure brand, offering a unique combination of sex aid products and a safe, judgment-free platform for women to discuss their sexual health issues. The inception of Sassiest marks a pivotal moment in addressing the often-taboo subject of women’s sexual health in a country where these conversations have long been shrouded in secrecy and stigma.
The Genesis of Sassiest
The seeds of Sassiest were sown in 2021 when Aishwarya Dua, co-founder and CEO, embarked on research and development for the brand. Her journey began during a particularly challenging time in her life as she was emerging from an abusive relationship. This personal experience sparked a realization in Aishwarya—she was not alone in her struggles. “I realized that it’s probably not only me who went through such abuse; there must be many like me,” she shared.
Before Sassiest, Aishwarya had launched a startup called Youthance, an hourly job portal aimed at providing part-time jobs to young people. However, the business faltered during the COVID-19 pandemic. As Aishwarya reconnected with her friends, she discovered a common thread of dissatisfaction in their lives, particularly in areas of physical, mental, and sexual health. She soon realized that what she needed was not just medication but a platform where she could openly discuss her experiences and challenges.
This realization led Aishwarya to reach out to over 100 women, and by May 2021, she had gathered insights that would shape Sassiest‘s mission. Her research revealed that 80% of women were eager to discuss their sexual health issues on a platform like Sassiest, while 20% remained hesitant, reflecting the deep-seated taboos surrounding sexual health in India. A study by the National Library of Medicine corroborates this, showing that 64% of women cannot openly talk about their sexual health, even with their partners.
As Sassiest began to take shape, Aishwarya was joined by Karishma Chavan and Dr. Nikita Dound, who became co-founders and integral members of the advisory board. The trio met through mutual friends, united by a shared vision to create a holistic sexual wellness brand that was both inclusive and non-judgmental.
The Founders Behind the Vision
Karishma Chavan, co-founder and Chief Brand Officer (CBO), brought a wealth of experience from her background as a director and choreographer, having worked on over 95 advertisements and 25 films. At the time Sassiest was conceived, Karishma was going through a divorce. Reflecting on her experience, she recalled the challenges of finding a space where she could discuss her sexual and mental health issues without judgment. “It was easy to put a vibrator in someone’s hand and ask them to use it, but we wanted to impart the right education and spread awareness. We wanted to make sure that people are mentally taken care of,” Karishma emphasized.
Dr. Nikita Dound, an MBBS graduate and practicing sexologist, completed the founding team. Coming from a family of doctors—her mother a gynecologist and her father a pediatrician—Dr. Nikita was no stranger to the healthcare field. Her role as Chief Health Officer (CHO) at Sassiest is deeply personal. Growing up, Dr. Nikita struggled with understanding her sexual orientation and faced the challenges of discussing these feelings in a society that often views homosexuality as a perversion. “When I spoke to my colleagues, they would ask me to ignore my thoughts because, in medical books, homosexuality is a perversion. We are not told how to express, feel safe, or talk about our feelings, and instead, we are judged,” she shared.
The experiences of these three women from different walks of life converged to create Sassiest—a brand that aims to break down barriers and foster open conversations about sexual health and wellness.
Sassiest: Revolutionizing Sexual Health and Wellness
Sassiest began its journey with a modest investment of Rs. 45 lakh and launched with only five Stock Keeping Units (SKUs). Today, the startup offers a wide range of products, including pleasure aids and hygiene products, all designed with the user’s safety and comfort in mind. The products are made from US FDA-approved body-safe silicone, featuring multiple vibration modes that cater to both pleasure enhancement and the treatment of sexual dysfunctions.
In addition to its product line, Sassiest provides free online consultations with a team of qualified doctors with every purchase. This team includes gynecologists, sexologists, mental health coaches, pelvic floor rehabilitation specialists, and relationship and intimacy coaches. Whether customers are dealing with sexual dysfunctions such as vaginismus, low libido, or challenges in achieving orgasm, Sassiest offers individualized care packages and consultations that cater to their specific needs.
Moreover, Sassiest addresses a wide range of sexual health issues, from hygiene to pleasure-focused sex education, emphasizing the importance of boundaries and the prioritization of both mental and sexual health. Their product line includes intimate washes for both men and women, natural lubricants, and oils made with aphrodisiac ingredients designed to enhance pleasure and improve libido through aromatherapy.
Building a Community of Empowered Women
Since its launch, Sassiest has built a strong community of over 21,000 people and has catered to around 7,000 customers. The brand has provided over 4,000 free consultations within its first year and a half, reflecting the high demand for safe spaces where women can discuss and address their sexual health concerns. The startup has also seen impressive growth, with a 25% month-on-month increase in its customer base, which grew from 2,000 in its first year to over 5,000 in the following year.
Sassiest‘s consultations are priced between Rs. 500 and Rs. 1,500, while its healthcare packages range from Rs. 2,000 to Rs. 7,000. Their products, including massagers and lubricants, are competitively priced to ensure accessibility to a wide audience.
The Future of Sassiest
As Sassiest looks to the future, the startup plans to expand its product line and reach, aiming to serve 20,000 customers in the coming year. The founders are keen to spread their message to tier-II and tier-III cities, where the need for sexual health education and services is often even greater. To achieve these ambitious goals, Sassiest is in discussions with potential investors to secure the necessary funding.
In a country where conversations about sexual health are often hushed, Sassiest is blazing a trail. By prioritizing women’s sexual wellness and creating a safe space for open dialogue, Sassiest is not just a brand—it’s a movement toward breaking down barriers and empowering women across India.
