Entrepreneurs are tapping into the gay market, realising the power of the pink rupee client

The reading down by the Indian High Court of Section 377 that criminalised homosexuality, is proving to be the proverbial wake-up call for the desi entrepreneur. The Indian businessman may be opening up to the growing power of what Vivek Anand, trustee, Humsafar, who is also on the advisory board of the gay community magazine Bombay Dost, says is the power of the "pink rupee". Adds Vivek, "Gay money power is called the pink dollar in the US and here, it is the pink rupee." Incidentally, even the rainbow is associated with the gay community, with the different colours standing for diversity.

Niche magazine launched for gays
The re-launch this year of Bombay Dost, which has arisen like a phoenix from the ashes of its financially troubled past, shows that think pink may become a savvy business mantra. Nitin Karani, editor at large for the magazine that has two issues a year (one issue priced at Rs 150) says, "The magazine closed down seven years ago because of a financial crunch. This time, we have seen money from the United Nations Development Program (UNDP) and have to make it financially viable in some time. There is greater acceptance, but challenges like gays afraid of ordering the magazine at home and reluctant to go and buy a copy from stalls do exist."