F ifty Shades of Grey movie might not have been released in India, but the Online Sex

SEX INDUSTRY IN
Stores definitely have a collection of fifty shades of grey. Sexuality and sexual awareness
isn’t new to India. It is the land of Kamasutra and erotic art and architecture. Yet, there
INDIA – SEXUAL
is an unease and taboo associated with anything related to sexuality. However, we believe the
land of Taboosutra will soon rediscover Kamasutra.
WELNESS
The sexual wellness industry in India was estimated to be at Rs.2500 crores in 2015 and was
expected to reach a whooping Rs.10000 croreMARKET
by 2020, with several sites selling adult products
tapping into a market which promises ‘exponential’ potential.
While metropolitan cities like
Mumbai, Bangalore, Delhi, Chennai,
etc., are the leading customers of THE NAKED
TRUTH
adult products or sexual wellness
products, Tier-II cities such as Jaipur,
Surat, Lucknow, Coimbatore, etc.,
Author – Tabriz Mohta
have shown the fastest growth in
the last couple of years.
In the last couple of years in India,
the sexual wellness industry has
shown steady growth and the trend
is expected to continue in the
future. The launch of online stores
like That’s Personal, IMBesharam,
it’spleaZure etc. have helped bring the industry to the frontline. In an article published in 2014,
profiling these players, the
online portals have reported
month on month sales growth
of 50%-80%. This number is
indicative of the consumer’s
demand and awareness.
There are vibrators and dildos,
masturbators and vibrating
rings, massage oils and soft
bondage products, condoms
and lubricants, edible lingerie
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and personal care and hygiene goods, among the plethora of products that can be bought
online from these adult e-stores.

It is e-commerce with a twist, where the 'e' stands for

EROTIC

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LEGAL CONCERN
The legal concern is that there is no
specific provision of law that addresses MARKETING
the use or import of adult products. It is
all covered under the general umbrella Marketing is a bigger challenge. You
of Section 292 of the IPC . The legal bit are not allowed to market on
is the one that needs to be resolved. If Facebook or Google because the laws
the grey becomes white, that’s great are not clear. So reaching out to the
and if the grey becomes black, then right target audience is also a
one may have to rethink the business. challenge
But the grey should not remain grey.
That’s the only challenge the sector
should focus on

CHALLENGES

FOREIGN DIRECT INVESTMENT HIGH PRICES

Tough foreign direct investment Adult products are being sold at nine
guidelines make it difficult for these times higher than the original price. "It
firms to rope in strategic travels all the way to buyers through a
investors. The FDI laws make it vicious circle, since the volumes aren’t
difficult for international strategic high. Most products are imported. “The
investors to come forward despite a market has to be big enough for the
huge interest and willingness to park products to be manufactured locally. It
capital  is a premium market,
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OPINION/SUGGESTION
(what can be adopted from the western countries)

OPENING UP OF PHYSICAL
ADULT SHOPS
MEDICAL FRATERNITY REPOSITIONING
They are very powerful in
In developed countries, players There can be a case for
creating awareness about the
in the Sexual Wellness Industry repositioning. It is all about
product. Customers can learn
3 are also reaching out to their making it conducive for the
about the product in a
customers through the medical customer to try and buy the
comfortable setting assisted by
fraternity wherein medical products.. Sex clinics,
in-store customer support
practitioners prescribe the use counselling centres, etc., can be
executives. The customers can
of these products for sexual important channels to create
also give their reviews in real
wellness that conducive environment
time which is a challenge in an
online-only environment.
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PRODUCT AVAILABILITY
It is important to make these
products easily available as CREATING AWARENESS
there might be certain early
Creating awareness is equally
adopters. For instance, people
important as it is with time that
would have seen these
use of sex toys will be looked at
products when they travelled
as something normal.
abroad and they would expect
availability of those products in
India as well

RECOMMENDATIONS

CONDUCIVE
To propel Sexual Wellness CUSTOMIZATION
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Industry’s growth in India, it is To be able to make available
important to make it conducive customized sex toys is a huge
for the customers to try and learning exercise for the
buy sexual wellness products. players in the Sexual Wellness
Even if sex toys are made Industry. They have to learn
available to customers in adult Indians’ preferences with
stores, people will not be respect to their choice of
comfortable to go there, try colors, flavors, price range, etc.
and buy the products.

We have to understand that sex and relationships are as normal and essential to the human
body as food and socialization. So just as one tries out different cuisines and restaurants to suit
one’s appetite, using a product or two to spice up one’s sex life and relationship should be par
for the course
And most importantly – the realization that sexual pleasure is different from porn .