Victoria’s secret is finally out of the bag. While the iconic lingerie line may not yet have touched Indian shores, its message — turn up the heat in the bedroom — certainly has. And if the sales on fantasy lingerie site buyundercover.com are anything to go by, the Indian woman has finally shed her inhibited ideas on sexuality and wants to have fun.
“The Indian woman is considered to be shy, but today, she is braver than we give her credit for,” says Monica Anand, who set up the website along with her partner Suresh Gupta.
She adds, “When we first started it in November last year, family and friends were surprised. But then, many revealed that they often shopped in bulk for these costumes when they travelled abroad, because none were available in India.”
The costumes in question read like the bucket list of a Playboy-initiated fan — naughty French maids, sexy stewardesses, even biker chicks and cheeky sailor girls. The most popular, no points for guessing, is the bunny outfit, complete with a furry tail and perky ears. “Our French maid costume is also popular, as is the devil outfit,” reveals Monica.
While many of the orders come from Mumbai and Delhi, there are some surprises too. “I anticipated many orders from the metros and North India,” she reveals, “But we got repeat orders from Kochi and Assam too, which was unexpected.” The site is constantly adding new pieces, and takes notes from customers’ requests.
“We had a lot of searches for furry handcuffs, so we’ve added some to our collection,” Monica says. As far as the prices go, even the more elaborate pieces don’t cross R3,000, which she acknowledges is a conscious strategy.
“It’s still a novel idea,” she explains. “People don’t really want to invest in an experiment. But we plan to add a luxury line soon, and may even look into edible lingerie and other accessories.”
While orders are placed by both men and women, Monica has noticed a difference in their preferences. “Women tend to opt for more conservative pieces, men prefer the kinkier stuff,” she says. “It seems that men have more confidence in their women than the women have in their own bodies.”
Indian women ready to play?Sandhya Gorthi of the Khar store Sanctum received an education in the new Indian woman during her Valentine’s Day fantasy lingerie exhibition earlier this year. She says, “We had young girls enter with their mothers and sisters to see the costumes. One bride-to-be even came by with her mother-in-law, who wanted to treat her to naughty lingerie.”