Meet Thrillerrr: The Women-Led Indian Brand Normalising Pleasure, Conversation, and Choice

For generations, conversations around intimacy and pleasure in India lived behind closed doors—spoken about in whispers, if at all. Women were especially kept at a distance from their own bodies, taught early on that desire was something to be suppressed, hidden, or dismissed. But in recent years, a quiet cultural shift is unmistakably underway. More Indian women are questioning old norms, prioritising emotional and sexual wellbeing, and seeking reliable information instead of stigma. Emerging from this change is Thrillerrr, a women-led brand attempting to rewrite how India understands self-love and sexual wellness.

At its core, Thrillerrr is less a business and more a cultural intervention. The brand’s focus on discretion, comfort, and psychological safety comes from observing how Indian households function—shared rooms, shared cupboards, and very little privacy for individual choices. Instead of approaching sexual wellness with overt, clinical-looking tools, Thrillerrr leans into everyday familiarity: compact designs, soft aesthetics, and objects that blend quietly into daily life. The aim is not to hide pleasure, but to remove the anxiety attached to being “found out” in a conservative environment.

Behind this initiative is Arisha Nigam, a brand builder and marketer with over 13 years of experience shaping consumer behaviour. Her journey with Thrillerrr began when she realised how rarely women were invited into conversations about their own wellbeing—especially sexual wellbeing. “When women grow up without language for their bodies, they also grow up without agency,” she says. The idea of Thrillerrr emerged from hundreds of such observations—women feeling unseen, unheard, and uneducated about something that directly impacts their mental health, confidence, relationships, and identity. For Arisha, building the brand was not about entering a new category; it was about filling a silence she had witnessed all her life.

Arisha believes India is standing at an important cultural inflexion point. She notes that while sex education remains inconsistent or absent across schools, young adults are actively searching for credible information—from consent and anatomy to emotional intimacy and self-pleasure. “The demand is no longer for products alone,” she explains. “The demand is for clarity, dignity, and understanding. Women want to know their bodies without feeling shame.” This shift, she believes, is the main reason why the personal massager industry in India is seeing unprecedented growth. It is not “boldness” driving adoption, but awareness—awareness that pleasure is part of health, not rebellion.

Sexual wellness, after all, intersects deeply with mental well-being, self-esteem, and relationship satisfaction. And when a topic is kept taboo, misinformation fills the vacuum. Thrillerrr positions itself in that gap, not as a disruptor, but as a facilitator—encouraging adults to see pleasure as a natural extension of self-care. The brand’s growing relevance reflects a broader national evolution: women beginning to prioritise themselves in spaces where they were traditionally excluded.

In a country learning to speak more openly about personal wellbeing, Thrillerrr stands as a reminder that conversations—when approached with empathy and honesty—can shift culture. And for many Indian women, that shift has been long overdue.