“Women are becoming bolder and more confident, and inquisitive about new products. Women in the 45-plus age category are the second highest buyers of lingerie and maximum women’s arousal products are ordered between 10 pm to 1 am. In Baroda and Pune, traditionally identified as hostel cities, we have more women clientele than men. Amongst women, 23 per cent of sales are for sexy lingerie, followed by 19 per cent for lubricants, 17 per cent for hygiene and arousal, 14 per cent for products for male performance, 12 per cent edible fun, eight per cent condoms, five per cent men’s inner wear and two per cent pleasure rings. And women have a 17 per cent higher basket size than men,” says Saraiya, who used to be head of business development, Microsoft Singapore, and started the site in 2012. ThatsPersonal currently retails over 2,600 products and ships over 18,000 products a month. It has also partnered with 32 global brands for exclusive distribution in India. Besides the metros that form its top markets, it counts Jaipur, Surat, Lucknow, Coimbatore and Chandigarh among its emerging markets.