Bloomberg Businessweek

A Startup That Dare Not Speak Its Name

That’s Personal has a problem: Its adult products seem too racy | “Will this category do well? Sure! Is it investable? Difficult to say”

Indian e-commerce startup That’s Personal boasts the kind of financial metrics venture capitalists typically salivate over: a consistent doubling of annual sales, gross margins exceeding 50 percent, low customer acquisition costs, and strong repeat traffic. Yet not a single big-name investor has bitten. The likely reason: That’s Personal sells adult products online—edible body paints, slinky lingerie, erotic board games—in a land where many people consider such items taboo.

Founder Samir Saraiya is betting that gradually liberalizing attitudes toward sex will lead

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