Flipkart Adds Sexual Wellness Products, What’s Next?

In the race to become the king of ecommerce, looks like Flipkart is trying hard to be one step ahead from the other ecommerce giants, be it in terms of raising massive funding amounts or rapidly expanding into new product categories. The retailer has now launched sexual wellness products as well, after recently adding elearning category on its platform

The market for adult products is no doubt a huge one and is going to explode in the coming few years in India. Flipkart, which has revolutionized ecommerce in India would never miss a chance to capitalize on this market of adult products.

The Indian adult product market size was estimated to be in the range of INR 1,200-1,500 Cr approx last year and is expected to reach around INR 2,450 Cr in 2016 and INR 8,700 Cr by 2020.

Etailers like Amazon, Snapdeal, Healthkart, Tradus etc. already offer these product and there even are players who are specifically dealing in this category like That’sPersonal, Shycart, Kaamastra, IMbesharam etc. Earlier this year, condom manufacturer Durex, had ventured into the online space by launching it’s online portal, Durex India for selling its products in the country.

Flipkart’s sexual wellness category currently features products like pleasure enhancements, lubricants, condoms etc. from brands like Durex, Moods, Skore, Kamasutra and Man Force. As of now, there are over 300 products available for customers to explore on the website.

In India, factors like being shy and lack of availability or knowledge about these products has led people to go for the online route rather than offline. People now tend to buy sexual products online, which indeed has led to explosion of number of players entering this category to tap into this market.

Gaining traction, reaching customers and secure delivery has been a major challenge for the existing players dealing in this space. Like others, Flipkart too has ensured discreet packaging and privacy in delivery.

Let’s see how Flipkart, whose sales had hit $1 Bn revenue run rate in GMV earlier this year is able to capitalize on this category.