This study contests the distinction of LGBTQ (lesbian, gay, bisexual, transgender and queer) organizations suggested by earlier scholars as ‘respectable’ — i.e. normalizing, professionalizing and conforming to the dominant cultural and institutional patterns — and ‘queer’, meaning challenging the cultural and institutional forces that ‘normalize and commodify differences’. Using Bernstein's model of identity deployment, it is found problematic to distinguish LGBTQ organizations this way because when the actions of LGBTQ organizations are more complex to describe, it is not warranted to conflate identity goals with identity strategies — whether normalizing (respectable) or differentiating (queer). To examine these concerns, a qualitative inquiry was used to study five LGBTQ organizations in India where the intersections of post‐colonial ethnicity, gender, social class and sexuality offer an intriguing context through which to study queer activism. Based on the findings, it is argued from a post‐colonial perspective that when the socio‐cultural and historical existence of non‐homonormative queer communities and practices is strong, LGBTQ organizations challenge the heteronormative and/or other forms of domination to become ‘queer’. But they may simultaneously become ‘respectable′ by conforming to the diversity politics of non‐profit business, donors, and social movement organizations they seek support from, and turn out as ‘respectably queer’.