Even though the final battle is yet to be won in the Supreme Court, positive effects of decimalization of IPC 377 have started to trickle in. Slow but steady. Pink rupee is up for grab and those with an open vision are set to win the race.
In many parts of the West, the purchasing power of the gay community has long been acknowledged in areas of retail from clothes and travel to bars and nightclubs.
“If there is a market for the pink dollar and pink pound, then it is time for pink rupee in India to make its presence felt,” said Malhotra.
“Gay men are the biggest spenders on lifestyle products. They have maximum disposable incomes and do not hesitate to pay a bit extra if their needs are addressed,” he said. [Link]
Funny no, where humanity and righteousness failed to make an impact, the M word seems to be doing a fantastic job of allowing people to let go of their pseudo inhibitions. No wonder they say “Yeh paisa bolta hai”.
