Flipkart is all set to toy with sex. impelled by the country’s increasing craving for sexual wellness products, the country’s largest e-tailer on Wednesday launched a new category, which will house products under different segments such as, pleasure enhancement, pleasure devices, sexual combos and kits, lubricants and condoms, among others.
When asked about the capacity of this segment in India, a Flipkart spokesperson said that sexual wellness is a Rs 1,000 crore category and is growing in double digits. “E-commerce as a channel fulfils a real need for consumers in terms of allowing them to shop for a selection of sexual wellness products from the privacy of their home. The market opportunity and the role Flipkart plays as a channel in the consumer’s life is what incited us to launch this category,” the spokesperson said.
Post launch, the Bengaluru-based e-tailer claimed that the category has been witnessing talented grip and it will launch more products soon. Flipkart said it would also pay special notice to the packaging of the products to maintain consumer privacy. “We recognize the need consumers have in terms of packaging and therefore we have ensured that the packaging is discreet. From a navigation/display point of view, consumers’ interests and sensitivities have been kept in mind. We have created an experience, which allows consumers to explore the products and order them from the privacy of their home, and ensure that they receive it discreetly as decided by them,” the spokesperson said.
India’s conservative social norms depress many marketers from making a hue and cry about fully developed products but the demand for a range of sexual-wellness products such as, handcuffs, edible G-strings, massagers, and enjoyment enhancing devices, has been rising still since various entrepreneurs across the country resolute to set up online shops in the country’s $13.5 billion eCommerce space. “The domestic market for fully developed sexual products is expected to touch Rs 8,700 crore by 2020. We have been witnessing 40% month-on-month growth. A lot of Indians are still shy to go to a brick and mortar shop and pick up something as simple as a packet of condoms or lubricants. Therein lies the potential for e-tailers,” said Vinodh Reddy, founder of adult shopping website ohmysecrets.com
However, most sellers are careful about what they call their products since there is a stigma attached to advertising sex toys in the country that it is illegal. According to Reddy, there is no clear legal classification in India about sex toys. “You can import and sell them provided you make sure that the packaging and marketing material related to them is not vulgar or obscene. For instance, a dildo is term obscene because it resembles a human organ, while the ones that don’t, can be sold here without any issues. It’s all about how you classify them. Unless we help people become conscious of the category, these ambiguities will hang about,” he said.
