A subtle yet significant shift is underway as Indian men increasingly embrace post-work wellness to relax and recharge. Reflecting this growing trend, Yes Sir, a start-up offering male-to-male massage and personal care services, is rapidly gaining traction in the segment. Backed by Avelo Roy, Managing Director of Kolkata Ventures, along with participation from the Bengal Angel Network, the brand is strengthening its presence in India’s evolving men’s wellness ecosystem.
Headquartered in Kolkata, Yes Sir is an LGBTQ-friendly platform currently valued at INR 118 crores and operates across 13 cities, including Delhi, Kolkata, Mumbai, Bangalore, Hyderabad, Pune, Ahmedabad, Lucknow, Chandigarh, Noida, Gurgaon, Ghaziabad, and Faridabad. The platform has served over 100,000 customers, maintaining a strong repeat rate of 74%, reflecting high levels of customer satisfaction and loyalty.
The company’s growth is further supported by its workforce model, with over 250 trained and health-tested gig professionals earning an average of ₹75,000 per month. This highlights not only a scalable business model but also the brand’s contribution to generating well-paying livelihood opportunities within the wellness sector.
Backing the venture is Kolkata Ventures, East India’s largest startup incubator, which has supported over 550 revenue-generating startups over the last decade through its Indo-US collaborative network aimed at fostering economic growth in the region. The funding round also saw participation from the Bengal Angel Network, a collective of prominent Bengali luminaries including Sourav Ganguly, Chandrasekhar Ghosh, Samit Ghosh, and Suvankar Sen.
Reflecting the impact of the platform at an individual level, a Mumbai-based massage therapist associated with Yes Sir shared, “I am pursuing my modeling and acting career while working part time as a massage therapist at Yes Sir. I have a steady flow of income daily while pursuing my dream. I am also fulfilling the dream of my parents by building them a new home. Most grateful to Yes Sir.”
Speaking on the occasion, Avelo Roy, Lead Investor, Yes Sir and MD, Kolkata Ventures, said, “Urban men across India are waking up to the reality that they are not just ATMs serving their family. For generations, men have been conditioned to push through pain, suppress stress, and simply soldier on. But the body and mind keep the score. The numbers reflect this shift, the global men’s wellness market is on track to double from $1.27 trillion to $2.57 trillion by 2029, with India’s men’s personal care segment alone growing 10% annually. At Yes Sir, we see this every day. Men are choosing private, judgment-free spaces to decompress and recharge. When a man takes care of himself, even through something as simple as a massage, he returns to his responsibilities with a clearer mind and a healthier body.”