Subculture: A Bold Brand Redefining Intimacy in India
Introduction: Breaking Traditions, Embracing Kinks
In a country where traditional fashion dominates, Randhir Pratap Singh chose a different path. Coming from a military family in Arah, Bihar, he decided not to follow the conventional designer route. Instead, in 2020, he launched Subculture, a brand that sells kinky products inspired by Hollywood.
What is Subculture?
Subculture is India’s first mainstream brand catering to sexual wellness and kink culture. It offers over 80 products, including handcuffs, blindfolds, skin-tight dresses, thongs, latex outfits, bralettes, and sexual collars. The brand is a flag-bearer for the LGBTQ+ community, with 60% of its buyers identifying as queer.
Shark Tank India: A Pitch for Awareness
Randhir entered Shark Tank India Season 4, seeking a ₹7.14 crore valuation. But for him, it wasn’t just about funding—it was about creating awareness. He believes that while 50% of India’s population are women, many hesitate to discuss sexual needs and kinks. His goal? To normalize conversations around pleasure.
Impressive Sales and Self-Funded Growth
Unlike many startups, Randhir never sought external investment before Shark Tank. Subculture’s sales for 2024-25 stood at ₹30 lakhs, with a remarkable ₹30 lakh profit. The brand is growing organically, proving that there’s a strong demand for intimate lifestyle products in India.
Why Subculture is a Game Changer
- Destigmatizing Kink Culture – Encouraging open conversations about desires and fantasies.
- High-Quality Products – Inspired by global trends, offering safe and stylish intimate wear.
- LGBTQ+ Inclusive – Catering to a diverse audience beyond traditional gender norms.
The Future of Kink in India
Sexual wellness remains a taboo in many parts of India, but Subculture is changing that narrative. With its bold branding, inclusive approach, and strong community support, it could become the go-to brand for those exploring intimacy.
Conclusion: A Movement, Not Just a Brand
Subculture is more than a business—it’s a revolution. Randhir’s vision to bring kinks and sexual wellness into mainstream conversation is setting new standards in India. As awareness grows, will Subculture become the face of intimate fashion in India? Only time will tell! Checkout Shark Tank Nooky for your pookie
