Raj Armani is the co-founder and CEO of Besharam, an Indian pleasure brand, and was featured in a brand showcase advertorial in Cosmopolitan India Magazine.

What changes has Raj Armani observed in consumer attitudes towards sex since Besharam's inception?

Armani noted that initial customer concerns about discreet packaging have evolved to inquiries about product quality, material safety, and ease of use, indicating a greater comfort with discussing such products.

How has the gender gap among Besharam's customers changed?

When Besharam was founded, women accounted for 31-35% of orders, but their purchases now comprise an estimated 48-50%.

Besharam is an Indian e-commerce website, founded in 2013 by Raj Armani and Salim Rajan, that sells sex toys, sexual wellness products, and accessories.

What is Besharam's market position in India?

Besharam has delivered over 250,000 orders, receives 2 million yearly traffic, and is described as India's most loved adult store.

Besharam's Raj Armani on India's Evolving Pleasure Market

Raj Armani of Besharam discusses changing attitudes towards sex, closing gender gaps in purchases, and market normalization in India.

Raj Armani, co-founder and CEO of Besharam, an Indian pleasure brand, was featured in a full-page brand showcase advertorial in Cosmopolitan India Magazine. The promotional article, titled "Pleasure, Delivered," appeared in the September/October issue, which celebrated the 30th anniversary of the magazine's Indian edition.

Evolving Consumer Attitudes

In the article, Armani discussed changes in attitudes toward sex since Besharam's inception in 2013. He noted that in 2013, customers were primarily concerned with discreet packaging to conceal contents from other household members. Currently, customers are more comfortable making inquiries typical of any retail transaction, such as product quality, manufacturing material safety, and ease of use.

Armani stated that the new generation is not necessarily fighting shame and, in many cases, is refusing to inherit it. He also addressed the closing gender gap among customers. While women accounted for approximately 31-35% of orders at the time Besharam was founded, women's purchases now comprise an estimated 48-50%.

The article noted that these trends represent more than commercial growth for Armani; they signal an evolution in consumer attitudes, with women increasingly making independent, informed choices about their well-being and pleasure. Armani also emphasized that the increasing normalization of the pleasure market in India means privacy concerns, which once focused on camouflaging purchases, are now concentrated on the safety and security of the transaction process itself. He stated that discretion involves more than simply putting a sex toy inside a brown shipping box; it must be designed into the entire experience.

Besharam's Growth and Market Position

Besharam, founded in 2013 by Raj Armani and Salim Rajan, is an Indian e-commerce website that sells sex toys, sexual wellness products, and accessories. The company has delivered over 250,000 orders and receives 2 million yearly traffic. It has garnered 15,000 online reviews and is described as India's most loved adult store. Besharam was founded in response to a lack of comprehensive online resources for adult needs in India.

According to a 2020 article by Mint, three of Besharam's five best-selling products were female vibrators. In 2022, the company was projected to exceed ₹400 million in sales by 2023. In February 2026, Armani appeared on the Dr. Cuterus podcast, produced by iDiva, India's largest women's lifestyle network, to discuss the Indian sexual wellness market. During this appearance, Armani stated that the sex toy market in India had doubled every seven to eight months since 2020, contrasting with a global average of doubling every six years.

Besharam has also engaged in strategic initiatives, including providing seed funding in 2022 to the Sangya Project, an Indian sex-tech startup, for the manufacture of inexpensive sexual wellness products and sex toys in India. In February 2026, Besharam participated as an official vendor at Zepto Prom Night.

Industry Context and Recognition

Besharam has been recognized within the industry, receiving the "Online Retailer of the year 2015" award. The brand has also been featured in various publications, including Maxim in June 2015, Yourstory in February 2017, and Economic Times in July 2015. The company's website, IMBesharam.com, provides further information.

The adult industry continues to see new developments. Aneros has launched its Aneros Media Website, a digital platform for educational resources, product training, point-of-sale materials, and marketing assets for its partners. Liberator has introduced Kinkmas Boxes, three curated holiday product bundles. Paradise Pleasure Products plans to debut three new additions to its Illumination collection at Sex Expo in January. Brent Aldon and Erik Vasquez are set to co-host the 2027 XBIZ Awards, Pleasure and Retail Edition. COTR has released clinician-reviewed educational guides through its b-Vibe Anal Academy platform. East Coast News has appointed Paul Reutershan as its new business development manager. Beisar has introduced its Pixel three-function anal vibrator. Xgen Products has added two new bullet vibrators to its Bodywand collection. Womanizer has debuted its Snap stimulator, described as the company's smallest pleasure product. RetailCurrent, a new tool connecting online shoppers with local retailers, has also launched.

Key Facts

Raj Armani, Besharam CEO, was featured in Cosmopolitan India Magazine's September/October issue.
The promotional article, "Pleasure, Delivered," appeared in the magazine's 30th-anniversary edition.
Armani noted a shift in customer concerns from discreet packaging to product quality and safety.
Women's purchases now account for an estimated 48-50% of Besharam's orders, up from 31-35%.
Besharam was founded in 2013 by Raj Armani and Salim Rajan.
The Indian sex toy market has doubled every seven to eight months since 2020.