12 - 05 - 2015
The ‘Fifty Shades of Grey’ movie might not have been released in India, but ‘IMbesharam.com’ of Besharam Adult Store definitely has 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 is an unease and taboo associated with anything related to sexuality. Globally, sexual wellness is a highly lucrative market; the revenues in the US are estimated to grow to USD 52 billion by 2020.
Changing behaviour patterns
However, with everything online today, trends and behaviours are changing. Raj Armani from Imbesharam shares his findings and says, “When we went live, we saw 70/30 male: female ratio in traffic, but sales were 87/13 from the same visitors. Now, we see 64/36 ratio of traffic, and the sales have risen from women shoppers to 72/38, which we consider a major achievement.”
The effect of the Fifty Shades of Grey
Most of these sexual wellness and entertainment trends show there has been increasing interest in BDSM and role play among Indian customers. Imbesharam, for its Fifty Shades of Grey collection, has seen increased number of buyers. “It is ironic, as Indian culture expects to lead a ‘natural’ lifestyle. Now, the number of people into domination and bondage is high in several pockets,” adds Raj.