Market biggest, In the corridors of media buying agencies in internationally Europe, the refrain in the late 1990s was recognised that if the internet and the television don't properties India exterminate print media, the restriction on the has ever felling of trees almost certainly will. Nothing of developed – this sort has happened. New media vehicles and Femina Miss India. print have learnt to exist and flourish side-by- A symbol of side while the recycling of board, the elegance, development of renewable sources and wood- intelligence, wit free production of paper has strengthened the and beauty, Femina pulp industry. Miss India has cut On the ground, print per se has increased a huge swathe circulation while the English magazine segment has grown 5.80% since 2005 (Source: All India across world pageants, etching national contest with the objective of winning Readership – Print). forever in the roll of honours, international crowns. With these realities in names such as Persis Khambata, Today, Femina can boast of two Miss Universe support, more than 250 Zeenat Aman, Sushmita Sen, titleholders, five Miss Worlds and several other magazine titles in Aishwarya Rai and Priyanka international contest winners.The year 2000 English and regional Chopra. was exceptional. Femina Miss India languages vie for reader Each began winners won both the top titles interest – and the life as a internationally and also brought advertising rupee. An Femina Miss home the crown of Miss Asia increase in the number India Pacific Quest. It is this that gave of players and genres contestant beauty pageants and modelling in has made having a and starting India the respectability and better understanding of there, prestige that these professions readers' needs and a became hold today. In fact, it helped well-defined marketing household achieve something even more strategy, an important names. radical: it broke the glass ceiling tool for success. and opened for women In developing opportunities and careers in strategies that work in the market fashion, films, television, video place, few publications compare with jockeys and even brand Femina. Indeed, one of the reasons for ambassadors. the continued success of this magazine To keep pace with the times is its deep understanding of the History Femina has undergone several makeovers. In its evolving Indian woman. For 50 years Femina's first latest change, in 2004, it was recast under a new Femina has been perceived to be both copy rolled company – Worldwide Media – a joint venture her head and her heart. It has not only off the press between two of the world's biggest media maintained its leadership position in in1959, under giants:The Times Group and BBC. the genre of English women's the editorship magazines, but has also increased its of the Product readership share.This is even more illustrious Frene Femina has been one of the most complete and creditable in view of the entry of Talyarkhan – the wholesome magazines for women. several international women's embodiment of Besides the main pillars of beauty, fashion, publications. cerebral chic. relationships, food and empowerment, the Today, Femina leads its nearest In 1965, the magazine is packed with extensive coverage on competitor by more than 10% (Source: Femina Miss health, childcare, career, finance, gourmet, travel, IRS Data R1, R2, 1998 to 2008). India contest the environment, art and music – each a subject of intense interest to most women. Achievements The Fashion and Beauty section Femina is the first women's English announces the colours of the magazine in India and, in this space, remains its was introduced to offer season and includes valuable tips on largest circulated. It reaches 135,083 homes young women a platform to hair-care, beauty and jewellery. (Source: June-December 2007, ABC Audited make their mark for 'beauty Inner Circle has women coming to figures) and, each issue commands an average with brains'.This was the the fore to share their views on readership of 893,000 (Source: NRS 2006). start of a whole new relationships, personal life, sex, Femina appeals to the modern Indian woman. chapter in the evolution of health and much more. Its fashion and beauty columns, real women the Indian woman. As she The Believe section has stories, expert take on relationships, features on grew, Femina documented interviews and inspirational stories travel, books and careers and its innovative food this transformation in its of women who have made a mark section empower and educate women and offer changing content. In the in their fields while Spotlight opens them the strength to live a more complete and meanwhile, the contests, too, the door to the real woman behind fulfilling life. were revamped; they were the face adorning the cover page. Femina is also associated with one of the channelled to become a Buzz is an update on movies,

74 SUPERBRANDS shopping and international showstoppers and the local events. high-end must haves, none caters to The Home shoppers who just want to head to the and Away nearest mall and pick up easily section offers accessible booty. Femina What to Wear tips on food, does just that. Leveraging Femina's décor, nutrition fashion expertise, What to Wear goes and travel and beyond and shows the reader how to takes readers put together their own personal style; on a guided discovers customised fixes to fashion tour of hassles; gives celeb style updates and re- celebrity discovers the fun that shopping is meant homes and to be. India's first retail shopping guide their favourite in an easy-to-carry handbook format recipes. helps decode style and fashion of the The Club urban 18-28 year old Indian woman. section covers celebrity news, new music The third development is its new portal – magazine as a platform to create extensive releases, book www.femina.in.The online incarnation of awareness, thereby encouraging women to take and movie the magazine, femina.in is positioned as the action.The more recent Women Fight Back reviews while 24-hour friend of the young Indian woman. campaign is aimed at helping women stand up Rear View is a It covers a diverse range of subjects such to and raise their voices against violence of fun twist to the as fashion, relationships, beauty, buzz, health every kind – mental, physical, sexual and cover story. and food making it a one-stop destination emotional. Carrying on for the woman user.With over one million With its legacy of associating with the causes its legacy of page views in the that make a difference to the Indian providing first few months of woman, Femina partnered with the specialised launch, femina.in is Little Princess Foundation to content, Femina attracting women in support the cause of the girl child. also boasts of an huge numbers impressive line through its well- Brand Values up of specific differentiated Since its initiation, Femina has verticals that content, tips, continued to be 'relevant to' and provide holistic communities, 'connected with' the Indian woman. content in areas forums, polls, In today's avatar she is discovering such as Bridal, contests and that nothing is impossible. Femina Travel, Food, and reflects this reality through its Parenting content. Its classy, elegant style and The Femina Bridal Special is a friend, ever-curious outlook seeks to confidante and wedding planner all rolled widen horizons on various subjects. into one. It includes tips and advice on The magazine encourages liberal bridal wear, jewellery and décor from thought and empowers her to some of the country's best known names achieve a balance in life and be in in wedding designs. other interactive control of all that happens in it. Presenting The Travel vertical is a do-it-yourself content formats. content in its polished, witty and unique way, the guide which in a few easy steps can help magazine is non-judgmental; by arming her with convert a newbie into a seasoned, Promotion relevant information it gives her the confidence veteran traveller.This special, covers Femina has been a to be her own arbitrator. everything from exotic locales to loyal companion of Femina talks to the urban Indian woman weekend breaks suggesting little tips on the Indian woman of today about things that matter in her planning a perfect holiday to tricks on for five decades. It world – relationships, sex, lifestyle, fashion, how to save on the next. has faithfully beauty, career, health, travel, food and Cookbook takes a woman into the captured her entertainment.The magazine's mission heart of gastronomy. It offers tips from evolution from a is to inspire women to celebrate life, success, top chefs and recipes straight from the kitchens conventional, withdrawn woman to a self- glamour and individuality. It is committed of famed restaurants or just helps her make assured, uninhibited one. Enshrined in the pages to reach out to her mind, heart and body scrumptious treats. of this magazine is the story of her rise to within a comfort zone that no other magazine emancipation. can match. Recent Developments Femina's advertising campaigns and Femina is very much an-ear-to-the-ground promotions have been a 360-degree approach www.femina.in publication. Not only has this allowed it to to communications.This has enabled the develop strategies that have kept it ahead, it has magazine to reach out to women across various helped the magazine explore new markets and catchments and touch points with well- Things you didn’t know about extend its franchise. differentiated advertising. As television became Femina Three significant developments are shaping its an important media vehicle, Femina integrated it next steps.The first is the discovery that the seamlessly into its promotions as it did mobile In its history Femina has had one male editor Hindi-speaking woman has been deprived of an fashion and beauty alerts, online marketing, Femina is read across several countries offering that addresses her unique needs.To fill point-of-sale, on-ground activation programmes, including Sri Lanka, Malaysia, Singapore, Kenya, this space and to keep in touch with door-to-door sales and events. Every one of Canada, the UK and the US her evolving tastes, Femina these was carefully rendered to launched its Hindi edition. synergise with the whole. Talents like film actor Boman Irani, designer Every bit as contemporary Its Women in Pink Sabyasachi,TV actor Smriti Irani and as its English version, campaign, for instance, was supermodel Ujjwala Raut were all discovered Femina Hindi covers aimed at promoting by Femina subjects such as awareness about breast relationships, careers, cancer, with auctions and Shobha De, Zeenat Aman, Aishwarya Rai, health, lifestyle, other activities inviting Laxmi Menon and Freida Pinto made intimacy, beauty people to monetarily their first-ever magazine cover appearance and fashion. support relevant in Femina The other is NGOs. Femina also In 2000 Femina accomplished a hat trick with the fact that launched an initiative all three of the Femina Miss India's going on to while every to promote win their respective international pageants: Lara fashion awareness about Dutta won Miss Universe, Priyanka Chopra, magazine osteoporosis and Miss World and Diya Mirza, Miss Asia Pacific covers actively leveraged the

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