Manzuri Wellness : Accepting the Unaccepted

In the land of the Kamasutra , where discussions about sex are often shrouded in taboo, Aastha Vohra is breaking barriers with Manzuri Wellness, a sexual positivity startup . Manzuri roughly translates to "ten thousand rubs," in Japanese and also means "consent" in Hindi. Manzuri Wellness employs social media, blogs, and online workshops to enhance sexual awareness and education among young adults and new parents. The company also sells sex toys to bridge the country's pleasure gap.

Aastha's journey from a patriarchal Punjabi family to the helm of a sexual positivity startup reflects the transformative power of self-discovery.

During her postgraduate studies in Pune, Aastha stumbled upon a revelation that propelled her into action. A seemingly innocuous face massager sold on Amazon for ₹200 turned out to be a discreetly purchased vibrator by women seeking sexual pleasure. This revelation fueled Aastha's commitment to addressing sexual wellness, lead to the beginning of Manzuri Wellness.

The inception of Manzuri was no easy feat, as Aastha faced considerable societal resistance. Using the concept of virginity as an example, she emphasizes the need to unlearn it as a social construct and recognizes it as a fact with no bearing on sexual performance, health, or the ability to bear a child. Aastha believes that women are often questioned about their identity, occupations, and origins but does not view her entrepreneurial journey through a gendered lens. She emphasizes that her gender informs her about the valuable experiences and struggles of women and vulva-owners, fueling her daily efforts.

Despite facing emerging competitors who navigate advertising constraints by avoiding explicit terms such as "sex toys" or "vibrators," opting instead for terms like "body massagers" to gain approval on platforms like Facebook, Manzuri remains steadfast in adhering to its brand values. Aastha underscores the company's unwavering commitment to challenging social strategy constraints.

Manzuri's success lies in its commitment to providing a comprehensive resource for sexual wellness discussions. Through @getcliterate on Instagram, the company educates and fosters awareness among young adults and new parents. The brand distinguishes itself by challenging social strategy constraints and adhering to its values, even as competitors navigate advertising constraints using subtle terms.

Currently, 80% to 90% of Manzuri's products are sourced from China, with plans to venture into manufacturing in India, despite existing taboos. Aastha's journey toward sexual liberation and her passion for gender inequality research shape Manzuri's ethos, creating a space for vulva owners to feel liberated and confident.

Employees and Family

Aastha initially kept Manzuri a secret from her father while working at the Danish Embassy. However, her family now not only appreciates but supports her endeavors. Manzuri employs a team of eight to ten individuals with a 70–30 gender split, comprising 70% women and queer individuals and 30% men.

The team includes individuals like Kavya Ashok, a part-time content writer, . With a supportive family, Kavya contributes to changing societal perceptions around self-care and masturbation. In contrast, Jay Prabhu Vodolkar, the social media and marketing manager, faced opposition from his father upon revealing his involvement with Manzuri. Despite his mother's support, Jay encountered criticism from friends who warned of potential limitations on future growth and job opportunities due to the stigma associated with the sex industry.

The Path Forward

“We plan to launch our own sex education courses eventually and are already in the process of developing an exhaustive curriculum with some of the top gynecologists and doctors in the country."  - Aastha Vohra

Looking ahead, Aastha envisions Manzuri as India's first sex education company. The company plans to launch sex education courses developed in collaboration with top gynecologists, aiming to provide a judgment-free platform for medical consultations. Manzuri aspires to be a catalyst for inclusive and positive sex education, breaking the taboos associated with discussing intimate aspects of life.

In a society where discussions around sex remain shrouded in taboo, Manzuri's commitment to openness and education stands out. As the company strives to bring about a positive change in how sex is perceived, it remains dedicated to inspiring individuals to embrace their freedom .