With the decriminalization of homosexuality in India last year, companies and entrepreneurs are now tapping into the niche queer market. The Pink Dollar as it is referred to in the USA is worth about $640 billion a year. No idea what the Pink Rupee would be worth, but many are willing to find out.
In New Delhi, Mumbai and Bangalore, trailblazing entrepreneurs are chasing the gay business.
Since July over 15 bars across New Delhi have hosted gay events, up from just one event at one bar a week two years ago.
India’s first gay-products store, Azaad Bazaar in Mumbai, has seen a year of growth, penetrating mainstream stores across the country with its merchandise.
Queer-Ink.com, India’s first gay online bookshop, is exploring publishing titles in the next 6 to 8 months.
Source: MoneyControl.
Clearly, entrepreneurs have set up queer-themed companies that are targeted almost entirely to the gay and lesbian market in India. Azaad Bazaar in Mumbai sells goods directed at gay men and lesbians with a lot of Pride-themed stuff too. Similarly, Queer Ink caters to the bookworms among us, selling gay romance, coming out and other queer-oriented books with many authored by Indians or people of Indian-origin.
IndjaPink is a gay tour operator/travel agent that organizes tours for gay men. Strictly catering to gay men, they promise to have sensitized their employees to gay-ness and to withhold from asking awkward, yet mandatorily Indian, questions such as, “Sir, where is your wife?”
Clearly this is just the beginning and it would be a lot nicer to see mainstream companies opening up to gay and lesbian clientele in their marketing as well as wares.
Have you shopped at Azaad Bazaar or Queer Ink or travelled with IndjaPink? Do tell us your experiences below.
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