MyMuse is one of a growing number of businesses riding a wave of sexual liberation amongst urban young professionals, already navigating global trends on Instagram and comfortable with dating apps such as Tinder, Bumble and Hinge. 'There's this shame, guilt and fear associated with buying something that should be used in your intimate areas, and that's the first thing we wanted to turn around,' Anushka says. 'Diwali is coming and so should you! And as always, we're urging you to save the fireworks for the bedroom,' exclaimed one such advertisement on Facebook before one of India's biggest religious holidays, and its customary pyrotechnics, last year.
