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Updated: Adult Products Site ThatsPersonal Raises Angel Investment


Updated with notes from our interaction with Samir Saraiya, CEO of Digital E-Life

Digital E-Life has launched Thatspersonal.com, a website that offers adult lifestyle products including inner wear for men and women, erotic (role-play) costumes, games, lubricants, contraceptives and aphrodisiacs, and erotic literature, among others, reports The Economic Times. Founded by  Samir Saraiya, who was previously working with Microsoft  Singapore as lead (business development), the company has also raised an undisclosed amount of funding. The report mentions Neville Taraporewalla, senior Director (emerging markets), Microsoft India; Jaspreet Bindra, formerly regional director (retail, entertainment and devices), Microsoft India; Vikram Varma, head of Digital Driftwood, an Internet solutions firm; Abhay Bhalerao, Chairman of Amrut Software; and Internet lawyer Lekhesh Dholakia as co-founders and investors. Saraiya informs that Bindra and Taraporewalla are advisors to the company.

Speaking with MediaNama, Saraiya mentioned that the USP of the site was delivering personal products discreetly to consumers, and giving them a comfortable platform to buy these products. He informed that the company has inked exclusive tie-ups with some global brands, and at the time of writing this post, ThatsPersonal has 15 international and 10 Indian brands, on board. Its inventory comprises of 600 SKUs, which the company intends to increase to 2,000 in the next 12 months. He also mentioned that while the site offers high-end aspirational products, it intends to cover all price points including the sub-Rs 1,000 segment, in the near future. He also added that the site was seeing traction even in the erotic literature category. The site offers product pick-ups in 14 major Indian cities, while it plans to introduce cash on delivery, soon. It also plans to introduce new categories like bath and beauty, and nutritional supplements.

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The site offers products from Shirley of Hollywood and others including Pjur, Wet, Shunga, Elegant Moments, Male Basics, Premium Bodywear and others via its exclusive agreements with them to sell their products in the Indian market. The company claims that it only offers products that are legally permissible and that it doesn’t put any indication of product or website name on the packaging box to ensure the privacy of the customer. It also offers a pick-up facility for select Pin-Codes for customers who don’t feel comfortable receiving deliveries at their door. It has partnered with Aramex International for shipping, and delivers free of charge for orders above Rs 500. It also offers cash on delivery for an additional charge of Rs 50.

While the site won’t be able to sell sex toys as their sale is prohibited under Indian laws against obscenity, the site does offer some quirky erotic products, which are not easily available in retail stores, and most customers get them imported or buy through grey market. Since buying these products can get a little embarrassing for most people, making them available online, solves the issue.  So the site is trying to address a market which is more or less unexplored, though there are wellbeing and heath products sites that also offer personal care products like contraceptives and lubricants, and apparel sites that offer inner wear. Another site offering adult lifestyle products, which is expected to launch soon, is Imbesharam.com.