Fifty Shades range launches into India

Posted: December 9, 2014

Lovehoney has inked an exclusive distribution agreement with Digital E-Life for the Official Fifty Shades of Grey range of products in India. Digital E-Life has pioneered the erotic and sexual wellness products market in India, launching, India’s first erotic product E-Commerce portal, and also distributing its products through channels such as Amazon, Ebay, Flipkart and Snapdeals, as well as offline through partnerships with selected retailers.

Samir Saraiya, CEO of Digital E-Life [pictured left, with Lovehoney commercial director Ray Hayes], said: “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. We are excited about the brand and the quality that the Fifty Shades of Grey provides and we believe it will be a noticeable addition to our range.”

Richard Longhurst, co-Founder of Lovehoney, added: “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.”