India accounts for just under 20% of all the people on planet Earth with over 1.24 billion inhabitants. The beds, for sure, are pretty fertile in this part of the world. While the advent of television in late 1980s is sometimes jokingly attributed to the subsequent slower population growth rate, the fact remains that we hold the fort when it comes to take pride in being the land of the Kama Sutra, with results that speak for themselves.
Lately, there has been a deluge of eCommerce websites catering to the bedroom fantasies of the procreating bunnies that we are. What’s on offer? Everything that can be sold while staying on the right side of the law. We are talking about fantasy clothing (an Indian nurse in the choicest of a corset), aphrodisiacs, condoms, exclusive lingerie and what not! So, why is there a sudden influx of these players in a supposedly conservative country? The answer lies in the question. India is a conservative country when it comes to public display of affection or anything that is construed to be remotely related to physical encounters between the opposite sexes.
Tapping into this unorganised market with revenues of up to INR 1500 crore (over $270 million) is a no-brainer. It was time that organised players got into the fray to cater to their target group.
And there is big money that is being pumped into these ventures. Marquee VCs are lining up behind these eCommerce websites in India and over the next two quarters, there appears to be a sea of more such players jumping on the ‘bangwagon’. It helps the consumers that their identities are kept confidential and as stated on thatspersonal.com, the products are couriered as unmarked shipments that the customer must go and pick up from the courier company’s office. Besides, the customer would be spared of stares and possible jeers when they go and buy such products in person at the various black marketing hubs across the country.
Are there any other sectors that you believe have not been tapped in India? Share your thoughts.