In a candid and inspiring conversation with The Indian Startup Times, Saurabh Tyagi and Dr. Rekha Lohkna, the dynamic husband-wife duo behind Nooky, opened up about their unconventional journey from fitness coaching to pioneering India’s first lifestyle sexual wellness chocolate brand. Conducted by Deputy Editor Sandhya Bharti, this interview captures the evolution of their entrepreneurial vision, the challenges they’ve faced, and their future ambitions.

From Fitness to Formulations: The Origin Story

Saurabh Tyagi, an electronics engineer by training, began his professional journey at multinational companies like Sony before pivoting into the world of fitness. Certified by the American Council on Exercise, Saurabh transformed his passion into a business opportunity, partnering with his wife, Dr. Rekha Lohkna—an expert in biotechnology, food science, dietetics, and yoga. The duo launched Insta Fitness in 2016, offering nutrition counseling and personalized fitness training.

As the pandemic reshaped consumer behavior, they adapted by launching Insta Eats, a healthy snacking brand offering condition-specific trail mixes. One product—formulated for men’s health under the sexual wellness category—emerged as an unexpected success. “Consumer feedback was the biggest driver,” Saurabh shared. “It told us there was a demand we weren’t tapping into fully.”

Enter Nooky: India’s First Aphrodisiac Chocolate Brand

Recognizing the gap in the market and riding the success of their trail mixes, the couple launched Nooky, a lifestyle brand focused on sexual wellness through aphrodisiac chocolates. Unlike traditional supplements, Nooky offered a fun, natural, and lab-tested format to support libido and intimacy.

“Nooky isn’t just about intimacy—it’s about empowerment, confidence, and breaking taboos,” Dr. Rekha emphasized. Their bold vision came with unique challenges, especially in navigating restrictive digital advertising norms and streamlining supply chains. But the market responded enthusiastically. “We’ve grown 100x since launch,” said Saurabh, highlighting how Nooky is creating a new category in the Indian consumer space.

Shark Tank India: Exposure Over Equity

The couple pitched their brand on Shark Tank India Season 4 with confidence and a bold valuation. Although they didn’t land a deal, the benefits were immense. “Our web traffic tripled overnight,” Saurabh noted. “OTT viewership may have dropped, but brand credibility soared.”

The Sharks’ feedback helped refine their product strategy. “95% of Indian consumers don’t prefer dark chocolate,” Rekha shared. “We’re now working on launching milk, white, and strawberry chocolate variants.” The duo also observed strong interest from an unexpected demographic—older consumers aged 55–65—showing that the brand’s appeal transcends age brackets.

Scaling with Strategy and Sensitivity

To expand reach, Nooky is employing a smart go-to-market strategy: starting with a ‘single product, multiple channel’ approach and gradually transitioning to ‘multiple products, multiple channels’. They’re exploring Tier 2 city retail rollouts while fielding increasing inbound interest. Upcoming product innovations include aphrodisiac drinks, bars, and desserts—all aligned with their brand’s mission to make sexual wellness fun, accessible, and stigma-free.

As they scale, the founders are seeking strategic partnerships to expedite offline growth through existing distribution networks.

Words of Wisdom for Aspiring Founders

For budding D2C entrepreneurs, Saurabh and Rekha’s advice is rooted in hard-won experience:
“Find a niche, do thorough market research, and never underestimate unit economics.”

Their journey—from fitness coaches to category creators—is a testament to the power of consumer insight, resilience, and smart brand-building in a space often cloaked in silence.

Looking Ahead

With a product line that’s both provocative and purposeful, Nooky is poised to become a household name in India’s burgeoning ₹17,000–18,000 crore sexual wellness market. Despite regulatory challenges and cultural hesitations, the founders are confident: “We’re not just selling chocolates—we’re normalizing conversations.”

Stay tuned as Nooky reimagines intimacy in the Indian lifestyle space—one bite at a time.