Indian entrepreneurs chase the 'pink rupee'
(image)- SANJAY Malhotra, the owner of an Indian travel company, knows his target market - so he seeks out and recruits gay-friendly guides, taxi drivers and hotel managers. '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. Malhotra's company, Indjapink, is a bold venture offering custom-designed travel packages for gay men who are keen to explore India but who are often victims of what he calls 'cheap abuse and insults.'
- Malhotra, who is also a professional fashion designer, said that while the fight to gain acceptance continues, savvy marketers and entrepreneurs are now chasing the 'pink money'.
- '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,' said Malhotra.
- He is about to launch a company taking tourists to temples dedicated to Bahucharaji, the goddess of transsexuals, as well as shrines of so-called 'gay' saints and ancient sculptures depicting same-sex courtship and intercourse.
- A small number of hotels, restaurants, shops and night clubs are now catering to homosexual customers in big cities like New Delhi, Mumbai, Kolkata and Bengalaru as they try to tap into a discreet but lucrative niche market.
- Dhaliwal has been organising private parties for the gay community since 2009 and said business was growing every month. 'We are now planning to start queer-friendly brunches, fashion shows, painting and photo exhibitions. There is a pot of gold at the end of this rainbow,' he said.
