I am still keeping it and looking for a converter. All I could find is a 40/- ceramic holder which can be used in lamps. I like the bulb and wanna keep it but without converter it is not useful with standard bulb points in the house.Received mine today and it is the E27 variant. I'm gonna ask for replacement.
Edit: Replacement not available. I'll have to opt for refund only. Since I have a few more days time to ask for refund, I'll check the local store to see if a converter is available.