Pink Rupee Set to Take Off

June 02, 2010

While pink currency has taken the west by storm, with retail to airlines rushing to cash in, some Indian businesses are looking to get hold of the disposable – and lucrative - income of gay male couples.
 

Sanjay Malhotra, who owns Indjapink, a travel agency designing travel packages catering to LGBT, has forged links with taxis, hotels, and travel guides to offer tourism services to gay couples looking to visit cultural intense India.

"Nobody who works for me laughs or passes a silly remark if two men are obviously partners. They treat gays as anyone else because I have hand-picked these people," he said.

He wants more gay couples to explore the vast country without fear of what he calls "cheap abuse and insults."

"We identify the needs of gay travelers," he said. "People who look after our clients are all aware of and respect their sexual preference, ensuring they can travel without fear of discrimination."

"If there is a market for the pink dollar and pink pound, then it is time for pink rupee in India to make its presence felt," Malhotra adds.

The small business owner understands what it is that gay men want.

"Gay men are the biggest spenders on lifestyle products. They have maximum disposable incomes and do not hesitate to pay a bit extra if their needs are addressed," he said.

Historian Saleem Kidwai, author of "Same-Sex Love in India" said a demand for gay literature is rising.
"Until recently, publishers would outright refuse to print such books, fearing controversy and attacks by hardline groups," said Kidwai. "But now they demand it, and are commissioning writers to focus on these sorts of subjects," he said.

Gay activist Sylvester Merchant says an increasing awareness of the economic potential of gay male travelers helps the gay rights movement overall. "Creating an economy around homosexuality is helping us to justify our existence," he told AFP.

"The idea is to enlighten gays and lesbians, many of whom worry about their natural sexual preference and choose to live in denial."

KD Das, a professor at Jawaharlal Nehru University's Centre for Economic Studies and Planning in New Delhi says it’s all about the money.

"Thousands of middle-class gays will come out of the closet and enterprises will mushroom," he said.

"No one wants to miss out on the opportunity to develop a tailor-made strategy to make money."
 

Image Author: Dhirad