NEW DELHI: Here's a startup with a difference - a group of senior corporate executives, headed by a former Microsoft heavy hitter, has launched an online shop for adult products.The products on sale on the site include erotic lingerie, lubricants, creams, literature, accessories and so on. Thatspersonal.com has tied up with several global brands to exclusively sell their products in India. Samir Saraiya , CEO of Digital E-Life which runs the site, was formerly lead (business development) at Microsoft Singapore . He had worked with Microsoft and Yahoo! in India as well. Other co-founders and investors are Neville Taraporewalla , senior director (emerging markets), Microsoft India; Jaspreet Bindra , formerly regional director (retail, entertainment and devices), Microsoft India; Vikram Varma , head of Internet solutions firm Digital Driftwood; Abhay Bhalerao , chairman of Amrut Software; and Internet lawyer Lekhesh Dholakia Says Saraiya: "The sheer size of the business opportunity was the biggest driver for me to leave the high-paying job in Singapore with an amazing expat life." He pegs the current size of the sex products industry in India - mostly run illegally from crowded markets such as Delhi's Palika Bazaar and Mumbai's Manish Market - at Rs 1,200-1,500 crore. He expects the industry to grow manifold as people look to become "more adventurous with their sex lives and at the same time stay discreet".Dholakia explains that while certain sex toys may attract punishment for obscenity under Indian laws, the ones that sell won't. "As long as the products are not 'obscene' and/or displayed or exhibited in a manner which is not 'obscene', there ought not to be any serious concerns in the sale of such products," he notes.Taraporewalla, who was earlier director and country general manager at Yahoo! India, says he agreed to be an angel investor immediately after going through Saraiya's project plan."The confidence comes from the team that he (Saraiya) has assembled and with India being on the threshold to have one of the largest online audiences in a couple of years ... it is the right move in the right direction," says Taraporewalla, the Internet industry veteran.The unique selling proposition of the online shop is its stress on keeping secret the identity of the buyer. "Besides the fact that I have asked my employees to sign a bond in this regard to keep the names of our clients secret, I have also tied up with (logistics services firm) Aramex International to ensure that customers can collect the products from Aramex offices in their hometown," says Saraiya.Which means a customer residing with, say, his/her parents can collect the "tamper-proof, unmarked package" from an Aramex office that he/she has specified while placing her order. "As soon as he (Saraiya) came up with the idea, we agreed for this arrangement," says Percy Avari , regional manager ( South Asia ) at Aramex.As of now, payments on the site - which was soft-launched recently - are to be made through credit/debit cards or via Net-banking. Saraiya said he soon plans to introduce cash-on-delivery services and extend the reach to small towns.Among others, Digital E-Life has entered into exclusive agreements with well-known global brands such as Shirley of Hollywood, the American lingerie brand. Similar pacts are in place with companies selling adult products such as PJUR ( Germany ), Sensuva (US), Shunga ( Canada ), Male Basics (US) and Premium Bodywear (Germany).