Lovehoney Inks Distro Deal With India's Digital E-Life

Bob Johnson

LONDON — Lovehoney has inked a deal with India’s Digital E-Life for the exclusive distribution of its “Fifty Shades of Grey Pleasure Collection.”

The Collection includes a range of handcuffs, restraints, anal beads and blindfolds, as well as a tease feather tickler, spankers, floggers and more.

Lovehoney said Digital E-Life has pioneered the erotic and sexual wellness products market in India by introducing quality products from the world’s leading brands to the 1.2 billion Indians. The company launched, India’s first erotic product e-commerce portal, and distributes its products across the top 20 e-commerce portals in India such as Amazon, Ebay, Flipkart and Snapdeals, as well as offline through partnerships with select retailers.

“We are excited to bring the world’s largest adult brand, ‘Fifty Shades of Grey’ to the Indian market. India has one of the largest English speaking populations and not surprisingly, the book did extremely well. A lot of Indians are eagerly awaiting the movie and we want to provide this audience with world class products that will support their passion for the story,” Samir Saraiya, CEO of Digital E-Life said.

He added: “We are excited about the brand and the quality that 'Fifty Shades of Grey' provides and we believe it will be a noticeable addition to our range.”

Lovehoney noted that it worked closely with "Fifty Shades" author E L James to make a sophisticated collection of bondage sex toys and accessories.

“We believe that in India, people from all walks of life are changing their ideas about sex, which has accentuated our response to the Indian market. India is witnessing a sexual liberation and we want to enter the Indian market and what better way to do that than tie up with India’s largest distributor Digital E-life,” Lovehoney co-founder Richard Longhurst said.