Ex-Microsoft execs look to tie –up sex merchandise business in India

Discreet” online sex shop targets upscale Indian clientele

This had to be an interesting job change. 

The former head of business development for Microsoft Singapore has a new job: running a "discreet" online sex shop targeted at the apparently huge market in India.

According to the Times of India and other sources, Samir Saraiya, the Microsoft Singapore connection is the CEO of Digital E-Life, which runs the site Thatspersonal.com, that went live this week. The site sells all manner of sex items from toys to include erotic lingerie and literature.

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But he's not alone in his Microsoft ties as former Microsoft executives are co-founders and angel investors, including Neville Taraporewalla, previous Microsoft India senior director of emerging markets, and Jaspreet Bindra, former Microsoft India regional director of retail, entertainment and devices, the Times states.

Says Saraiya: "The sheer size of the business opportunity was the biggest driver for me to leave the high-paying job in Singapore with an amazing expat life." He pegs the current size of the sex products industry in India - mostly run illegally from crowded markets such as Delhi's Palika Bazaar and Mumbai's Manish Market - [about $340 million]. He expects the industry to grow manifold as people look to become "more adventurous with their sex lives and at the same time stay discreet".

Discretion is one of the site's main goals Saraiya went on to say.

From the site: "All items that you have ordered for will be shipped to you in an unmarked, unbranded standard box, with absolutely no indication of what lies within. You will soon have the option of picking up your order from the nearest courier pickup center.
 We do not use That's Personal as the return address either. Instead, we use our corporate name, Digital E-Life Pvt Ltd on the return address. So you can rest assured, only you know what's in the box. No surprises on your credit card statement either. There too, the merchant name will be Digital E-Life Pvt Ltd."

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