On October 9, 2026, co-founder Ketan Munoth told ETRetail that Indian intimate-wellness brand Plush is targeting ₹170–180 crore (about $20–21M) in revenue this fiscal year. That is close to double the roughly ₹98 crore it booked last year. Plush sells period care (60–70% of revenue), hair removal (10–15%) and sexual wellness (about 20%) across roughly 40 SKUs, and has recently added intimate deodorants. The trajectory is steep. Statutory filings compiled by Inc42 Datalabs show standalone revenue of ₹29.2 crore in FY24 and ₹67.2 crore in FY25, with a FY25 net loss of ₹6.7 crore.

Why It Matters

In India, quick commerce is turning into the discreet aisle for sexual wellness. Lube, condoms and intimate care arrive in a 15-minute bag instead of being bought at a chemist's counter in front of a pharmacist. Plush getting 60% of its sales from that channel is the clearest sign yet of how the category is changing. It also concentrates risk: the q-comm platforms control the shelf, the search ranking and the margin. That explains the push toward D2C and offline distribution. For investors watching Indian sexual wellness, Plush is now a credible mid-sized player next to Pee Safe, which is targeting ₹250–300 crore in FY27 revenue with an IPO in view for FY29–30 (see *Scaling the Aisle*). Bundling sexual wellness with period care and hair removal, where it rides along as about a fifth of revenue, is the mainstreaming template for markets where a pure-play sexual-wellness brand still meets advertising and retail resistance. Local manufacturing should also improve margins and reduce exposure to import costs.

The striking detail is the channel mix. Quick commerce, India's 10-to-30-minute delivery apps, accounts for about 60% of Plush's sales. E-commerce marketplaces bring in 20%, offline retail 10% and its own website 10%. Munoth said the growth plan rests on three levers: new customers, more share on quick commerce, and three major launches next quarter. Plush is also trying to rebalance. It wants D2C at 15–17% of sales, is expanding from about 3,000 retail touchpoints in six or seven cities to 8–12 cities, works with 14–15 distributors, and already sells through modern trade such as DMart. Manufacturing is moving from imports to third-party contract manufacturers in India, using what the company calls exclusive raw materials.

The company says it is putting growth ahead of breakeven. Its e-commerce and quick-commerce channels are profitable, and the losses come from customer acquisition and brand building. Plush has raised about ₹65 crore over four rounds. It is weighing another raise, possibly a smaller internal round before a larger one, though nothing is formally structured yet.

Sources

Update — 2026-10-10

Initial entry — story first created.