MyMuse, a sexual wellness and bedroom essentials startup, said it has raised $1.2 million in funding led by Saama Capital, with participation from Sauce VC and Whiteboard Capital. Twelve prominent angel investors have also joined the cap table, including Mohit and Malika Sadaani (Mom’s Co.) and Varun Sadana (Supertails, Licious).

The startup plans to use the funds to grow its team, introduce a range of innovative products, strengthen brand positioning, and expand distribution. Launched by Sahil Gupta and Anushka Gupta, MyMuse is India’s first gender-neutral brand dedicated to sexual wellness. The brand claims to have witnessed around 40% month-on-month growth and served more than 15,000 customers across 281 cities and towns in India.

“We wanted to focus on beautiful, unintimidating products that can become a seamless addition to one’s daily life. Our fundamental message is that intimacy is a universal and integral part of life, so products for this area deserve attention,” said Anushka Gupta, cofounder of MyMuse. The other cofounder Sahil Gupta said that brands today have a responsibility to help educate customers and bring about positive change.

“That’s why we’ve focused our efforts equally on building informative and relatable content. We’ve been positively surprised by how eager and ready consumers across India are to embrace products for their intimate experiences, and we aspire to bring them the best,” he added.

“The MyMuse team has been able to capture hearts and minds by being honest and bold, yet respectful of cultural norms. They are passionate about the importance of brand love and mission and this is exemplified by the overwhelmingly positive response from customers,” said Ash Lilani, managing partner at Saama Capital.