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Cashing in on the Pink Rupee: Indian Entrepreneurs Eye Profit in Being Gay-Friendly
"Nobody who works for me laughs or passes a silly remark if two men are obviously partners. They treat gays as anyone else because I have hand-picked these people," he said.
Malhotra's company, Indjapink, is a bold venture offering custom-designed travel packages for gay men who are keen to explore India but who are often victims of what he calls "cheap abuse and insults."
"We identify the needs of gay travellers," he said. "People who look after our clients are all aware of and respect their sexual preference, ensuring they can travel without fear of discrimination."
In a landmark ruling by the Delhi High Court last year judges said that a ban on homosexual acts, in place since British colonial times, was discriminatory and unconstitutional.
Saleem Kidwai says Gay advocacy and human rights groups were delighted, but homosexuality still carries a massive stigma in India, and the court ruling triggered protests from Hindu, Muslim and Christian groups who denounced same-sex relationships as against divine and natural law.
Malhotra, who is also a professional fashion designer, said that while the fight to gain acceptance continues, savvy marketers and entrepreneurs are now chasing the "pink money".
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.
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