Indians are found to be shy when it comes to purchasing Adult products. Be it contraceptives or Adult literature, Indian men and women do not want to get spotted in public while buying these.
To overcome this problem and still to tap this category in the market, Thatspersonal, an online shopping portal offers erotic and adult products with complete privacy and also solves the barrier of embarrassment. Brand which is owned by Digital E-Life Pvt Ltd, ships products in an unmarked, unbranded standard box, with absolutely no indication of what lies within – to maintain discreteness and anonymity.
So far, Indian eCommerce websites have been engaging customers either on best prices or by giving more choices or by providing convenience in customer service and delivery. According to Samir Saraiya (founder at Thatspersonal), the company offers privacy on top of all and provides a comfortable platform to buy products which otherwise was not easily possible.Thatspersonal has tied up exclusively with Aramex to launch a Concept for discreet delivery, called Customer Self Pick-up (CSP). In CSP customers who do not want the product to be delivered at home can choose to pick up the product on their own from Aramex pick up locations. Service is available in 12 cities for now including metros and some of Tier-2 and Tier 3 cities but only in prepaid mode. Though cash on delivery is also available with no shipping charges for orders of value 500 or more.
The niche category of Adult accessories and personal products is a large untapped market in a country like India where people are still not comfortable in buying such items in public places. For thats personal which receives 30,000 -40,000 unique visitors a month, 30-35% traffic comes from Tier2 and Tier 3 cities and 20% of the buyers represent women. With the average price ticket being INR 1700, fun stuff and lingerie has been the top selling category.
Founded in January 2013 by Samir Saraiya ,company is backed by some of the biggies in the industry. Investors and Advisors includes Jaspreet Bindra (ex microsoft), Vikram Varma, CEO, DDW. Abhay Bhalerao, Chairman of the Amrut Group of Companies ,Neville Taraporewalla former IAMAI Chairman, and Lekhesh Dholakia, an internet legal expert. The Portal is working with more than 15 international and 10 Indian brands is looking to clock a revenue of INR 5cr by the end of FY-2013. After the undisclosed amount of angel funding by these investors at the time of inception, now company is planning to raise another round in coming days to expand its team and product offerings.
Though this is almost first of its kind website which offers various Adult products and accessories under one Umberalla, still it will be interesting to watch how this niche category will pan out in Indian ecommerce landscape with more players such as Imbesharam.com entering the scene.