OK! and Marie Claire were launched in quick succession within a span of few months this year. 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 the Indian market for everybody to thrive.
"Different magazines cater to different tastes, like OK is a celebrity gossip magazine, while Marie Claire is more of a woman-oriented magazine, whereas we shall focus on staying true to the 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 Indian publications are well equipped to give them a tough fight.
All of them agree that along with the international flavour, the local content, specially features, which take up issues that affect the target audience is important to connect with the Indian 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 Indian always look for a good bargain no matter where, so were conscious of the price," says Vasudev. Marie Claire is priced at Rs 50. Wadia feels that since Life-style and fashion magazines are meant for a niche group of readers, price would not make much of a difference.
Magazines based on women are tipped to do well in the Indian market as Indian men are still considered 'newsy.' "Biggest spenders are women and advertisements too are mostly on women related products," says Vasudev.
So, will the big daddys of international lifestyle market succeed in the Indian market? 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.
