The Founder Making Intimacy a Conversation in India: The Story of Ishan & Lickcious
Ishan Jindal is a serial entrepreneur and engineer, currently building Lickcious, a modern intimacy wellness brand. Read his founder story here.
From growing up in Ludhiana in a business family to making it to IIT Delhi, his path hasn’t been straightforward, but that’s exactly what shaped him.
Today, he’s building across two very different spaces- Wobb, an influencer marketing platform used by 800+ brands, and Lickcious, a modern intimacy wellness brand tackling a topic most people still hesitate to talk about. At his core, Ishan is simply someone who likes to build and isn’t afraid to do it where others won’t.
I’ve been around businesses for as long as I can remember. Growing up in Ludhiana, I was constantly exposed to conversations about work, risk, and building something of my own. My father is a businessman, and while I didn’t fully understand the nuances back then, I was always drawn to the idea of creating something from scratch.
What didn’t come naturally to me, however, was academics. In fact, I failed Maths in 9th grade.
And yet, somewhere along the way, I developed this strong, almost stubborn desire to pursue engineering. Not just that- I wanted to do it from one of the best institutions in India. I had heard about IIT, and I remember spending hours just reading about what life there looked like.
It felt like an impossible dream at times. But I had made up my mind. Fast forward a couple of years, and I made it to IIT Delhi. It gave me a sense of belief. A quiet confidence that stayed with me- that if I could overcome something that once felt impossible, I could probably figure out a lot of other things too.
The Early Builder Phase
In my first year of college, I started working on my first venture—Safely Home, a system designed to detect road accidents. It was an early attempt, but it got media attention and gave me a taste of what it feels like to build something that people notice.
That experience changed how I looked at my time in college.
While academics continued in the background, I found myself increasingly drawn to building- experimenting with ideas, testing things out, learning by doing.
Wobb: Opening the Doors to Influencer Marketing
In 2020, I started Wobb.
The idea was simple: influencer marketing was broken. It was messy, manual, and hard to scale. We wanted to simplify it, to make influencer-led growth accessible to everyone. Over time, Wobb grew.
What started as an idea evolved into a platform trusted by over 800 brands, including names like Colorbar, HDFC, and Emami. Working closely with so many D2C brands gave me a front-row seat to consumer behaviour, marketing playbooks, and category gaps.
And that exposure planted the seed for what came next.
The Birth of Lickcious
By late 2024, I found myself increasingly curious about the D2C space, not just as an observer, but as a builder.
I kept asking myself: What if I created a brand from scratch?
But I didn’t want to enter a crowded, obvious category. I wanted to explore something large, under-addressed, and slightly uncomfortable. Something people needed, but weren’t openly talking about.
That’s when I started looking into sexual wellness. In India, it’s a space filled with contradictions. There’s demand, but very little openness. There are problems, but limited solutions. And often, the hesitation to talk about it creates an even bigger gap in the market.
As I went deeper, one thing stood out clearly: While brands were focusing on protection, almost no one was building for intimacy, especially oral intimacy, in a modern, science-backed, and trustworthy way. We spent over a year in research and development, understanding the category, the science, and the consumer mindset. In June 2025, we launched Lickcious.
Normalising the Taboo
With Lickcious, the larger mission goes beyond building a brand. We weren’t building for protection. We were building for connection.
The goal was simple: To help people experience intimacy in a way that feels natural, enjoyable, and closer. To move the conversation away from obligation and toward experience.
What makes it even more ironic is that we come from the land of the Kamasutra, and yet, we hesitate to even acknowledge conversations around intimacy in public. Even within my own journey, there was initial hesitation- within family, within the team. But the more openly we spoke about it, the more normal it became.
Our very own milestone? In less than a year, Lickcious has helped over 50,000 couples improve their intimacy experiences.
The Shark Tank Chapter
In 2025, we applied to Shark Tank India.
We got through the selection process, pitched on the show, and even secured funding from Anupam Mittal.
But things didn’t go exactly as expected. The episode never aired. At the time, it was disappointing. You naturally imagine the visibility and the momentum that comes with it. But over time, I learned to separate the outcome from the experience.
We still walked away with something meaningful. We became one of the first sexual wellness brands to be funded on the show. We gained credibility. And we opened up new avenues to tell our story.
The Reality of Building Alone
Being a founder is often romanticised. But the reality is far more nuanced.
There are days when everything feels aligned, you’re hitting milestones, the energy is high, and the next goal feels within reach. And then there are days when nothing works.
As a solo founder, those lows can feel heavier. There’s no one to share the weight with in that exact moment. You question your decisions. You question your direction. Sometimes, you even question yourself.
But I’ve come to realise something simple. A bad day is just that- A day. It passes.
I once came across a line that stuck with me: “Eat bad days for breakfast.” And in many ways, that’s what building a startup feels like. You show up anyway. Maybe not at your best, but you show up!
One habit that helps me stay grounded is zooming out. I started from zero. And today, I’ve built something that didn’t exist before. That perspective gives you the strength to keep going.
What’s Next?
For Lickcious, the vision is clear. We want to build a brand that not only offers products but also reshapes how people think about intimacy.
More awareness & better experiences.
If Not This, Then What…
If I weren’t building startups, I think I’d be chasing something that feels just as limitless. I’ve always been fascinated by space; The scale of it, the unknown, the idea that there’s so much out there we haven’t even begun to understand.
At Razorpay Rize, Ishan Jindal’s journey feels real in a way many founders will relate to. It’s not a straight line or a perfectly planned story- it’s a series of decisions, experiments, and lessons along the way. From Wobb to Lickcious, he’s built across very different spaces, but what stays constant is his instinct to keep building, even when things feel uncertain.
We’re proud to see Ishan building boldly in spaces that truly matter.
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