OK! and Marie Claire were launched in quick succession within a span of few months. Following them are & magazine, Vogue and GP.
The Indian promoters of &, or the Andpersand magazine as it is called, believe that there is enough space in India for everybody to thrive.
"Different magazines cater to different tastes. For example, OK is a celebrity gossip magazine, while Marie Claire is more of a woman-oriented magazine. We shall focus on staying true to India's style and attitude while incorporating a taste of the rest of the world," says Prakash Johri of & magazine.
"I think India is very much ready for the international magazines. Before launching Marie Claire in India, we conducted a focus group survey, and international content was the buzzword that we heard," says Shefalee Vasudev of Marie Claire.
Maureen Wadia of Gladrags magazine agrees, "People want to read, learn and match standards with the rest of the world. This is what makes India a potential market for these foreign publishers as well."
Wadia is also of the opinion that domestic publications are well equipped to give them a tough fight.
However, all of them agree that along with the international flavour, it is the local content, especially features that take up issues that affect the target audience, is important to connect with the domestic audience.
Although some of the magazines' cost is on the higher side, people involved are divided on the issue. "The quality of our paper, photography and editorial content is unmatched, I am sure people will understand it," says Johri whose magazine, a bi-monthly, costs Rs 150. He also indicates that there could be reduction in the price after a few months.
"I think we Indians always look for a good bargain no matter where," says Vasudev. Marie Claire is priced at Rs 50.
Wadia feels that since lifestyle and fashion magazines are meant for a niche group, price would not make much of a difference.
Magazines based on women are tipped to do well in India as men here are still considered 'newsy'. "Biggest spenders are women and advertisements too are mostly on women related products," says Vasudev.
So, will the big daddies of international lifestyle market succeed here? At the end of the day, it is the content that will make or break these magazines, say the industry watchers. But only time will tell.
