This is how you must identify an authentic queer oriented brand/business!

Nowadays queer oriented brands are excelling gradually throughout the world and even in India, especially after legalising queer rights and decriminalizing homosexuality. The change is quite evident as many businesses are popping up with queer thematic approaches. During Pride month almost all top brands start promoting their rainbow merchandise to attract queer customers but do you think that these particular brands care for the upliftment of the community? Under the name of support, these brands throw marketing gimmicks at queer people to make the purchase or invest in those branded product lines.

Because of the existence of these international brands with their queer-themed products, many authentic queer brands or local queer businesses or stores that are managed by queer people, aren't getting the required spotlight to attract their customers in the most happening month of the year. Hence, if you are a queer person who is truly concerned regarding the upliftment of other queer people, you need to know how to identify authentic brands from the brands that shower love only in June to dazzle the queer crowd.

  • Differentiate the brand properly. Try to acknowledge the roots of the brand, the mission and vision of the brand and most importantly how the brand contributes to its image to the elevation of the queer community in society. Do some research regarding the birth of the brand and the people behind it. Because until and unless you know the right people behind the brand, you can't find the queer authenticity.

  • Notice carefully whether the particular brand manufacture or deliver products that are made exclusively for queer people and products that portray inclusivity and equality. Because most brands you get attracted to during the Pride month, are the brands that are international and can spend a lot of money on brand promotion and rigorous marketing, it would be easier for them to attract queer people just over a colourful ad. Don't fall for such brands because they only maintain limited products and they vanish soon after July arrives.

  • Try investing your money in the brands that are from your country and completely queer oriented who perceive the exact needs of a queer person in every possible way. These brands deliver almost all kinds of products that elevate the style quotient, pride factor and queer personalities by opting for strong slogans and statements. These brands indirectly work for the community by contributing their best design for queer people out there.

  • Always focus on the CSR activities of a