NEW DELHI, India — Raj Armani, co-founder and CEO of Indian pleasure brand Besharam, was recently featured in a full-page brand showcase advertorial in Cosmopolitan India Magazine.
The promotional article, titled "Pleasure, Delivered," features prominently in the September/October issue celebrating the 30th anniversary of the famous magazine's Indian edition.
One of the topics Armani addresses in the piece is the extent to which attitudes toward sex have changed since the inception of Besharam in 2013. He noted that, at the time, customers' primary concern when ordering a pleasure product was ensuring the packaging was discreet and didn't reveal the contents to other household members. Now, he says, customers are far more comfortable making inquiries typical of any retail transaction, such as about product quality, the safety of the manufacturing materials, and ease of use.
"The new generation isn't necessarily fighting shame anymore. In many cases, they're simply refusing to inherit it," he says in the article.
Armani also discussed the closing of the gender gap among customers, reporting that while women accounted for only about 31-35% of orders, women's purchases now comprised an estimated 48-50%.
"For Armani, these trends represent more than commercial growth," the article says. "They signal an evolution in consumer attitudes, with women increasingly making independent, informed choices about their own well-being and pleasure."
He also emphasized that the increasing normalization of the pleasure market in India means privacy concerns that once focused on camouflaging purchases are now concentrated on the safety and security of the transaction process itself.
"Discretion isn't simply putting a sex toy inside a brown shipping box," Armani says. "It has to be designed into the entire experience."
For more information, visit IMBesharam.com.
