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"We are excited to partner with Media Transasia to develop
a market-leading service magazine providing ideas and inspiration
for women in the world’s second-most populous nation."
Better Homes and Gardens India publishing director Rasina
Uberoi says, "As the leading authority on home and family
in the United States, Better Homes and Gardens will provide
unique and compelling content for women in India.
"And we are confident that the magazine will attract
strong interest from the advertising community that wants
to reach that audience."
The Indian edition is brought out by a team headed by deputy
editor Mridula Sharma and creative director Ragini Singh under
the overall editorial directorship of Payal Kohli. Speaking
on the changing lifestyle of Indian women Better Homes and
Gardens editor-in-chief Payal Kohli says, "Better Homes
and Gardens India will be every smart, young, Indian woman’s
vibrant, down-to-earth and inspiring guide to everything from
up-to-the-moment trends in home decorating and gardening to
the best advice on your emotions, family, parenting, health
and everyday life starting March this year.
"With content sourced from the international editions
along with localised content, BH&G will be the magazine
of choice for women who are interested in turning inspiration
into reality."
The launch issue cover sports Bollywood actress Juhi Chawla
in the comfort of her Malabar Hills home. Juhi, the ideal
role model for the BHG reader, balances her work, beautiful
home and family perfectly and has opened her art-filled, stylish
and sophisticated house to the readers.
The cover is shot by Bollywood insider and top photographer
Dabboo Ratnani whose rapport with the actress is evident in
the spontaneity of the pictures. The launch issue is accompanied
by a free BHG CD with 101 Dessert Recipes. Readers can now
look forward to free CDs that will carry 101 ideas on a variety
of themes and subjects.
The launch of Better Homes and Gardens was preceded through
a notice taken by both the national and international press
as also the launch is accompanied with an unprecedented advertising
blitz across Outdoor, Print dailies, periodicals, radio, television
as also on-line.
The magazine is being launched with an advance paid subscriber
base of around 25,000 numbers and with an initial print order
of 100,000 copies against an initial indent for an unprecedented
90,000 copies by the trade. BH&G India will be positioned
to address the gap that exists in understanding the woman’s
existence as an integral part of her habitat. The magazine
is a unique digest between her personal needs and her habitat"
An advance copy of the first issue exclusively made available
sees an endorsement by India’s large and respected brands
with near 40 pgs advertising with a bouquet of ads nationwide.
The magazine has seen advertisers like Ponds, Bombay Dyeing,
Nautica, Tea Board, Indian Rayon, ITC, American Express in
the launch issue.
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