Playboy unveils Indian Bunny

When Playboy Enterprises announced the launch of its clubs in India in November, fans were curious to see what kind of costume the Playboy Bunny would have in India. That curiosity was finally put to rest on Wednesday, December 19, at a press conference in Mumbai. The legendary corset has been tweaked with an allusion to a sari and a translucent ankle-length skirt. However, the other trademark paraphernalia of the Bunny, such as the ears, bow tie and tail, remain.

The modified costume, a first for Playboy, was designed by US-based Mohini Tadikonda. In a release, the company said it was designed "keeping in mind Indian sensibilities".

"We want to respect the local culture," said Matthew Nordby, the company's Executive Vice President and Chief Revenue Officer, addressing the media. Playboy is clearly attempting to walk the tightrope between its fans and the self-anointed guardians of Indian culture.

The company traces its origins to Playboy magazine, which was founded by Hugh Hefner in 1953. Last month, it inked a deal with its India licensee, PB Lifestyle India, to open at least 120 outlets, including clubs, bars and cafes, over the next 10 years.

The first club will come up on Candolim beach in Goa by March. It will be followed by another in Hyderabad.

"We plan to have eight clubs in four years and 49 bars in seven years," said Sanjay Gupta, Chief Executive of PB Lifestyle. The company, which will play a royalty to Playboy, has targeted an investment of Rs 200 crore over the next seven years. "With our various formats, we are looking at a varied target audience," he added.