That Sassy Thing
That Sassy Thing is a New Delhi-based direct-to-consumer sexual wellness brand founded in 2021, selling body-safe silicone massagers, pH-balanced lubricants, and couples' accessories to women 21+ across India through its own e-commerce site and quick-commerce platforms like Blinkit, Zepto, and Swiggy.
- Company typePrivate
- Founded2021
- HeadquartersDelhi, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What That Sassy Thing does
That Sassy Thing, operated by Huha Care Private Limited, is a New Delhi-headquartered direct-to-consumer sexual wellness brand founded in 2021 by Sachee Malhotra. It designs, sources, and sells body-safe intimate products — primarily medical-grade silicone massagers (suction, wand, bullet, finger, couples), pH-balanced water-based lubricants, cleaning washes, and couples' accessories — targeted at women aged 21+ in India and adjacent segments including LGBTQ+ couples and sexual wellness beginners. Products are priced from ₹239 (card games) to ₹4,899 (Thrill Couples Massager), with bundles offering 20-40% savings and a 120-day warranty exceeding industry standard. The core technology proposition centers on safety and engineering: 100% medical-grade silicone construction, UN38.3 certified lithium-ion battery systems passing 8 extreme safety tests, pH-balanced 3.8-4.5 lubricant formulations, and 3-tier pre-shipment quality testing. Manufacturing is hybrid — some SKUs (e.g., LIT Suction Massager) are produced in PRC and imported via Juniper Trading Company in Mumbai, while other products appear to be domestically assembled with globally sourced components.
Revenue is generated entirely through hardware sales via two channels: an owned Shopify e-commerce storefront (thatsassything.com) shipping pan-India within 3-7 business days, and quick-commerce partnerships with Blinkit, Zepto, and Swiggy enabling 10-20 minute discreet delivery in select cities. The company has served 50,000-65,000+ customers since inception (with 200% annual customer growth as of April 2026), operates with 1-10 employees, and is bootstrapped outside a single INR 6 crore seed round led by Inflection Point Ventures in April 2025. The brand monetizes through category-led marketing (Forbes, Vogue, Elle, Times of India), content-driven customer education (40+ blog articles, masterclasses, product quizzes), and a quick-commerce strategy that leverages grocery co-purchase to reduce stigma-related friction in the purchase funnel.
That Sassy Thing firmographics
Firmographics- Name
- That Sassy Thing
- Legal name
- Huha Care Private Limited
- Website
- https://thatsassything.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- That Sassy Thing is a New Delhi-based direct-to-consumer sexual wellness brand founded in 2021, selling body-safe silicone massagers, pH-balanced lubricants, and couples' accessories to women 21+ across India through its own e-commerce site and quick-commerce platforms like Blinkit, Zepto, and Swiggy.
- Ownership category
- akta.pro rank
That Sassy Thing industry classification
Industry- Product category
- Sexual Wellness / Personal Intimate Products
- NAICS
- Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Sexual Wellness & Intimacy Products DTC (CRAFACAM)
- akta.pro secondary industry
- Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)
Keywords
Where That Sassy Thing is headquartered
LocationHeadquarters
- HQ city
- Delhi
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
That Sassy Thing business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: That Sassy Thing generates revenue through direct-to-consumer sales of intimate wellness products including massagers, lubricants, and accessories via its e-commerce website. Products are sold at various price points from entry-level to premium, with bundle options offering value bundles combining massagers with lubes and accessories. The company also sells through quick-commerce platforms (Blinkit, Zepto, Swiggy) for faster delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level massagers and accessories |
| Unit Pricing | Pay-as-you-go | Mid-range massagers |
| Unit Pricing | Pay-as-you-go | Premium massagers |
| Unit Pricing | Pay-as-you-go | Bundle combinations offering value savings |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels10 records
That Sassy Thing product offering
Product offeringCore offering
That Sassy Thing designs, brands, and sells women-focused sexual wellness products directly to Indian consumers through its own e-commerce site and quick-commerce platforms. The portfolio spans medical-grade silicone massagers (suction, bullet, wand, finger, internal, couples), water-based lubricants, massager cleaners, and couples games/accessories, shipped in plain packaging with a 120-day warranty.
Product overview
That Sassy Thing is a women-founded intimate wellness brand offering a comprehensive portfolio of body-safe sexual wellness products for women in India. The core product line centers on medical-grade silicone massagers across multiple categories: suction massagers (LIT), internal/external massagers (Candy, OG), bullet vibrators (Rocket), finger massagers (Fiddle), wand massagers (Salty, Tickle), and couples massagers (Thrill with remote control). Supporting products include DTF water-based lubricant (India's first all-natural, pH-balanced formula), Neat Massager Wash for cleaning, and playful accessories like Swipe Right Card Game, Bond Handcuffs, Pussies & Ladders board game, and Clippies. The brand also offers value bundles combining massagers with lubes or cleaners. All massagers feature multi-speed settings, waterproof construction, USB rechargeability, and 120-day warranty. Products are sold exclusively online with 100% discreet shipping across India.
Differentiator
Problem solved
Functional benefit
Products and services
- LIT Suction Massager A compact clitoral suction massager with air-pulse technology mimicking oral stimulation. Features 10 speeds, waterproof body, USB rechargeable, 100% medical-grade silicone, and 120-day warranty. Designed for women seeking clitoral and external stimulation.
- Candy Handheld Massager
Quantifiable outcome
- 65,000+ women served
- +4 more outcomes
Companies that use That Sassy Thing
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
That Sassy Thing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
That Sassy Thing partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- BlinkitminorQuick-commerce platform enabling discreet delivery of pleasure products alongside everyday groceries. Blinkit offers 10-20 minute delivery in select cities, with reported 400%+ conversion spikes for sexual wellness products.
- ZeptominorQuick-commerce platform enabling discreet delivery of pleasure products alongside everyday groceries. Zepto offers rapid delivery in select cities, complementing the brand's direct e-commerce channel.
- SwiggyminorQuick-commerce/instant delivery platform enabling discreet delivery of pleasure products alongside food and grocery orders. Swiggy's delivery infrastructure helps reach customers seeking quick, private delivery options.
- Juniper Trading CompanyminorImported by Juniper Trading Company located in Mumbai for the LIT Suction Massager manufactured in PRC (China). Acts as the official importer handling customs and regulatory compliance for certain products.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
That Sassy Thing competitors and assessment
Company assessmentBroad incumbents
- Pee Safe: India's leading personal hygiene and wellness brand (toilet seat sanitizers, menstrual care, sexual wellness); competes in adjacent women's wellness and has distribution depth, brand recognition, and capital that smaller intimacy-only brands lack.
- LELO: Premium global sexual wellness brand with broad vibrator, couple's toy, and lube assortment; comparable product category and quality positioning, serving as a global incumbent benchmark for premium intimate wellness.
- Lovehoney: World's largest online sexual wellness retailer with dedicated India storefront; offers breadth of products, established global supply chain, and aggressive pricing that intensifies competitive pressure in the Indian market.
Direct peers
- IMbesharam: Long-standing India sexual wellness retailer offering adult toys, lingerie, and lubes through a domestic e-commerce platform; an established India-only competitor with broader assortment and longer operating history.
- Bold Care: India's leading men's and couples sexual wellness brand offering massagers, lubes, and kits via DTC and quick-commerce; competes head-on with That Sassy Thing in the India intimate wellness category with similar go-to-market and price band.
- Manzuri Wellness: India-based sexual wellness brand for women and couples, selling vibrators, lubes, and accessories through its own e-commerce site and online marketplaces; directly comparable product assortment and India-only focus.
- MyMuse: India's women-led sexual wellness brand offering massagers, arousal products, and lubes via DTC; similarly targets Indian women, leverages content and community for destigmatization, and is led by a founder with strong media profile.
Regional players
- Sirona Hygiene: India-focused feminine and intimate hygiene brand (pads, razors, intimate wash, sexual wellness); adjacent women's health product line with overlapping retail and quick-commerce presence but not a direct vibrator brand.
Emerging players
- Dame Products: US-based women-founded sexual wellness brand focused on female pleasure and inclusive design; highly comparable mission, target consumer, and product philosophy, increasingly relevant as international brands enter India.
- Cupid's Cup (Cupidbucks): India sexual wellness brand offering massagers and couples products targeted at younger consumers; comparable price band and distribution, though smaller brand presence and assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
That Sassy Thing social profiles
Digital presenceThat Sassy Thing compliance and trust
Trust signalCompliance4 records
That Sassy Thing financial estimates
Financial estimateRevenue estimate
Valuation estimate
That Sassy Thing leadership team
Management profileNumber of profiles
Profiles2 records
That Sassy Thing funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
That Sassy Thing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about That Sassy Thing
What does That Sassy Thing do?
That Sassy Thing designs, brands, and sells women-focused sexual wellness products directly to Indian consumers through its own e-commerce site and quick-commerce platforms. The portfolio spans medical-grade silicone massagers (suction, bullet, wand, finger, internal, couples), water-based lubricants, massager cleaners, and couples games/accessories, shipped in plain packaging with a 120-day warranty.
Is That Sassy Thing a public or private company?
That Sassy Thing is a private company. It is classified as venture growth investor backed and is currently operating.
When was That Sassy Thing founded?
That Sassy Thing was founded in 2021. It employs 1 to 10 people.
Where is That Sassy Thing based?
That Sassy Thing is headquartered in Delhi, India, in the Asia region.
How does That Sassy Thing make money?
One revenue line is on record: direct Product Sales.
Who are That Sassy Thing's main competitors?
Broad incumbents on record are Pee Safe, LELO and Lovehoney. Direct peers are IMbesharam, Bold Care, Manzuri Wellness and MyMuse. Sirona Hygiene is listed as a regional player. Emerging players are Dame Products and Cupid's Cup (Cupidbucks).
Does That Sassy Thing have an API?
No public API is recorded for That Sassy Thing.
What industry is That Sassy Thing in?
That Sassy Thing's product category is Sexual Wellness / Personal Intimate Products. Its primary akta.pro industry code is CRAFACAM, Sexual Wellness & Intimacy Products DTC, with a secondary code of CRADAMAH, Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests). Its NAICS code is 456 and its SIC code is 2844.