India is set to get its first Playboy club next month, with demurely dressed bunnies and a focus on glamour instead of sex.
PB Lifestyle chief executive Sanjay Gupta says he will recast the Playboy brand so that it doesn't offend conservative Indian sensibilities.
PB Lifestyle has an exclusive license from Playboy Enterprises to open Playboy clubs, hotels, bars and cafes and sell Playboy branded merchandise in India.
There won't be nudity at the clubs, but there will be bunnies. Gupta says they are "toning down the costumes."
The company plans to invest $37.5 million to open clubs, bars and cafes over the next five years, with a goal of opening 120 outlets, including retail stores, over the next decade.