Sex toys in India! Story of a bold and budding industry

A former Microsoft executive discovers a new passion and launches an online shop that sells adult products for Indians.

A Delhi-based photographer, Manasa Madishetty, 28, remembers paying a visit to Palika Bazaar, the crowded underground market in the heart of the national capital, along with a reporter a few years ago to survey sex toys for a magazine story. “Disgusting,” she describes the response of the shopkeepers.

“It was a highly embarrassing experience even for me,” says Sunil, a techie who didn’t wish to disclose this surname — he had gone to the same market a few months ago to check out an “arousal cream” his wife had demanded to celebrate their wedding anniversary. “The whole atmosphere was hostile. I got the cream, but wasn’t sure of the quality and ended up not using it at all,” he adds.

Some others ET Magazine spoke to said “it is always a depressing hunt”. A Mumbai-based 25-year-old entrepreneur says he organised a BDSM (bondage, discipline, sadism and masochism) party at home — inspired by EL James’s bestseller Fifty Shades of Grey — with products bought while on a tour of London. “Forget dildos and vibrators, even buying a few sensual creams can get embarrassing,” he says, requesting anonymity. BDSM is an umbrella term for a consenting adult relationship that involves domination and submission.

A 42-year-old Mumbai-based techie says she’s ready to go through the embarrassment of being chuckled at by peddlers, like those “crazy” ones she met some time ago in Mumbai’s Manish Market, if only she is sure of the quality of the product. She wants to buy lipsticks that tingle and body oils. “Almost everyone I know has either bought it overseas or wants to use it,” she says, asking not to be named.

Opportunity Strikes

Samir Saraiya, who quit as lead, business development, Microsoft Singapore, last year to pursue personal interests, saw a business opportunity in the statement that “everyone wants to use it” — most of his friends also said the same thing. A brief enquiry in the local markets of Mumbai and a survey of the Indian adult products market convinced him to take the plunge: to launch an online shop to sell products that don’t invite punishment for obscenity.

He got in touch with global brands such as American lingerie brand Shirley of Hollywood and other companies that sell sex products like Pjur (Germany), Wet (US), Shunga (Canada), Elegant Moments (US), Male Basics (US), Premium Bodywear (Germany) and so on to negotiate an exclusive agreement to sell their products in India through his website, thatspersonal.com (reported in ET on January 12). By then, Saraiya, who is also the CEO of Digital E-Life which runs the site, had in place a team of co-founders and investors — all senior corporate executives impressed with the idea (see A Bold Initiative).

Saraiya’s research pegs the adult products industry in the country to be in the range of Rs 1,200-1,500 crore. He expects the industry to grow to Rs 2,450 crore in 2016 and Rs 8,700 crore in 2020, spurred by a rise in the number of people who want to spice up their sex lives. As reported by ET, other co-founders and investors in the new venture are Neville Taraporewalla, senior director, emerging markets, Microsoft India; Jaspreet Bindra, formerly regional director, retail, entertainment and devices, Microsoft India; Vikram Varma, head of internet solutions firm Digital Driftwood; Abhay Bhalerao of Amrut Software Ltd; and internet lawyer Lekhesh Dholakia.

Last-Mile Connect

Taraporewalla, who was earlier director country general manager at Yahoo! India and Saraiya’s one-time mentor, says he is impressed by the team — it includes people with domain expertise in online marketing and an internet lawyer who could factor in the legal hurdles (see Legal Issues) while choosing products for sale.

After sealing pacts with well-known international brands to exclusively sell their brands in the local market for three years, Saraiya wants to offer a USP that online shops of sex toys overseas— like imbesharam, which has been endorsed by Canadian porn star Sunny Leone who has made a foray into Bollywood — might not be able to match.

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‘Girls’ Costume Designer Jenn Rogien on Why Her Job is Better Than Yours

Jenn Rogien is one awesome GIRL and not just because she’s the costume designer on the hit HBO show. Seriously, she knows her style stuff, which is why American Eagle’s intimate brand Aerie just tapped her as their celebrity fit expert. Jenn sat down with OK! to talk undie options, lingerie rules, and just what you should be wearing on V-Day night…

OK!: Why did you decide to partner with Aerie?

Jenn Rogien: I’ve loved aerie as an intimates resource for years. Their intimates are always fresh and pretty and they fit amazingly.  Their intimates have helped me tell the stories of real girls, pretty girls, fun girls. When the opportunity to collaborate with aerie came up, it seemed like the perfect fit.

OK!: What are some tips to keep in mind when choosing the right intimates?

JR: Make sure you are wearing the right size! If you don’t know or haven’t had a bra fitting in a long while, go for a bra fitting. Also, don’t be afraid to size up. No one likes to go up, but often the fit is better and the overall look is more flattering with a bit of ease.

OK!: Name the 3 things you love most about being a costume designer.

JR: I love that no two days are the same and I love the challenge of dressing all kinds of characters. I love getting to meet and work with amazingly talented people every day and that my office is essentially a giant walk-in closet. Oops—that’s 4. And I could keep going!

OK!: What are the rules to follow when it comes to lingerie?

JR: If there was one “rule” I would follow it would be this one—don’t put your intimates in the dryer. Laundering is hard on them, especially elastic and lace styles. The better care you take of your undies the longer they will last. Using a lingerie bag in the washer also helps.

OK!: Which pieces are you loving in Aerie’s current line?

JR: I love the Vintage Lace collection—there are so many pretty key pieces in great colors and the fit is fantastic. I also love the Hidden Love bra because it has underwire for support, but the wire is hidden inside so it does’t show and it’s so much more comfortable to wear. 

OK!: What should we wear on Valentine’s Day night?

JR: Whether hanging with my girls or on a romantic date with my guy I always opt for the undies that make me feel confident and pretty.  V-day is the perfect moment for a fun bra in a festive color and since undies could play a starring role, go for something that shows off your style!

OK!: Tell us the truth: who likes to “borrow” clothes without returning them?

JR: I’m so lucky to work with AWESOME actors who, if they do borrow something, bring it back the next time they work. My favorite actors are the ones who even have it dry-cleaned before bringing it back. 

OK!: We’re slightly obsessed with awards season right now—what are the must-have intimate items the celebs turn to on these big nights?

JR: Specialty lingerie—shapers, smoothers, strapless bras, backless bras—no show everything!

Don’t forget to tune into watch GIRLS Sunday nights at 9PM on HBO—the season premiere is this Sunday, January 13th, 2013!

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