India Begins to Chase the "Pink Dollar"

It's a lesson that Virginia should learn from - entrepreneurs in India are learning to chase the gay tourism dollar and working to set up gay friendly tours and resources to help attract free spending gay travelers. Being here in Ft. Lauderdale and then heading to Key West tomorrow, the evidence of the good business sense this approach entails is everywhere. Acceptance and tolerance clearly equates to increased business revenue - a concept lost on Gov. Bob "Taliban Bob" McDonnell and Ken Kookinelli. As we have noted previously, the ONLY segment of the tourism market that grew during the worst of the recession was the gay travel segment. Despite this, too many areas like Virginia basically put up a "gays not welcome" sign and screw over their own tourism industry. Here are some highlights from Lanka Business Online that looks at the smart business sense starting to take off in India:

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NEW DELHI, May 30, 2010 (AFP) - Sanjay Malhotra, the owner of an Indian travel company, knows his target market -- so he seeks out and recruits gay-friendly guides, taxi drivers and hotel managers. "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.

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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."

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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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"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. Lucknow-based historian Saleem Kidwai, co-author of a 2001 book called "Same-Sex Love in India", said he was flooded with offers from Indian publishers to write books about -- and for -- gays and lesbians.

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"Until recently, publishers would outright refuse to print such books, fearing controversy and attacks by hardline groups," said Kidwai, who is researching Sufi saints who have penned verses in support of gay lifestyles. "But now they demand it, and are commissioning writers to focus on these sorts of subjects," he said.

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"Worldwide, pink money is valued in billions of dollars across a variety of sectors. It is high-time India cashed in," said Ravi Dhaliwal, manager of a swish nightclub in the eastern city of Kolkata. Dhaliwal has been organising private parties for the gay community since 2009 and said business was growing every month. "We are now planning to start queer-friendly brunches, fashion shows, painting and photo exhibitions. There is a pot of gold at the end of this rainbow," he said.

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In a potentially positive note, on June 9th the City of Hampton department of economic development is holding a meeting with gay business owners as part of its revitalization of the Phoebus area of the city which Hampton would like to see develop like Ghent did in Norfolk. As is often the case, Ghent's revival was pioneered by LGBT residents and the arts community. Would that Virginia as a whole would wake up to economic reality.