Friday, September 30, 2022

Love Depot : The Pleasure is all yours!

 Brand: Love Depot
Company: TTK Healthcare

Brand Analysis Count: #618

This has to happen one day in India! India now has a homegrown pleasure product store in the form of an online store. TTK Healthcare has launched Love Depot which is an online store selling pleasure products  ( Sex toys to be precise). The changing consumer landscape, preferences, and cultural changes have brought about new opportunities for marketers. 

The Indian sexual wellness market is estimated to be around $1153 million growing at a CAGR of around 6%. Currently, there is no organized player in this market. The pleasure product market will be an interesting case study for marketing enthusiasts because of the nature of the market and the taboo attached to the products, especially sex toys. For TTK Healthcare, it would be a repeat of the efforts they had to make for making the condoms category popular among Indian consumers. 
There is no doubt that there is a huge market for such products in such a populous country. But the way of the Indian culture is that we are not very open to such products on the outside. Sex is seldom discussed in the open but all of us know the reality. 
Love Depot is trying to fill in a gap that I think can result in a gold mine of opportunities for the company to make money. It all depends on how well the company is able to break through the taboo.
TTK is marketing the new D2C initiative through digital platforms. The launch of Love Depot was through a digital-only campaign in line with the brand's promise of private pleasure. 
One of the major factors that will inhibit a consumer from trying out such products is privacy or in plain language - fear of getting caught while receiving the product. TTK is handling that issue by promising discreet packaging and even the option of self-pickup. However, it will take some time before the consumers trust the promise of discreet delivery. With the society getting more open to these categories, Love Depot will have the first mover advantage.