Countries like US host sex exhibitions, but more than half of India’s population would have never even heard of the existence of such a thing. And the similar effect is visible in the Indian sexual products market. The adult entertainment and sexual product market is a 1.6 Bn dollar per annum market; but not even 0.001% of it is tapped in India. Necessity is the mother of invention. This holds true for Shycart.com, which caters to a largely untapped, niche.
The portal offers products from various categories including women hygiene / menstrual products, sexual health, Fertility Products, Lingerie etc.
What makes this start-up unique?
Firstly, most ecommerce sites in this category are concentrated on the adult sexual and lingerie segment; whereas Shycart includes an umbrella of products including medical products, menstrual hygiene products and other unique everyday personal products. As its name suggests, it is not limited to sexual products but ‘shy’ products of all ranges, which can include even adult diapers or incontinence pads. Secondly, services like tests, tools like menstrual planner and the tips and advice section add a unique feature.
Traction & Competition
“Our first sale was in Nov 2012, we made a modest Rs. 1700 that month, but in Dec of 2013 we touched Rs. 4 lakhs mark,” says Oli. As per the company it has over 80,000 unique visitors a month and about 2,567 registered users. Currently, the company is shipping approximately 600- 700 orders a month.
“Competitors have come up fast, but they are all concentrated on the adult sexual and lingerie segment.” says Arul Oli, CEO of Shycart.com.
Talking about the demographics, it has almost equal number of men and women customers, this is mainly because of the product range. As per the company, it has more users from tier two and tier three cities than in the metros, because people in these cities are more prone to social stigma and labeling than metros where people don’t care what’s happening next door.