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Matrimonial magazine for
Indian community in US launched
By
Venkatachari Jagannathan
Chennai,
Nov 6 (IANS) Here comes a matrimonial magazine exclusively
for non-resident Indians in the US. Consim Info Pvt Ltd, formerly
BharatMatrimony group, has recently launched a free monthly
aimed at match-making among US-based people of Indian origin.
"We
want to celebrate the romance of marriage among the NRI community
in the US through our monthly magazine BharatMatrimony Times,"
Murugavel Janakiraman, founder and CEO of Consim Info told
IANS. The group runs a slew of portals dedicated to various
services such as matrimony, job placements and property information.
The
publishers admit that second or third generation Indian Americans
are more American than Indians, but are not overly worried
about it.
"It
is also true that they bank on their family members when it
comes to important decisions. And marriage is one big decision,"
said chief marketing officer P. Gopala Krishnan.
Consim
is banking on Indian American youth's preference for marrying
within the community in the US, rather than getting married
to a person living in India and shifting base to this country.
And
as there is no single publication in the US focussed on this
target segment - Indians and Indian marriages - Janakiraman
senses a business opportunity - he is looking at advertisement
revenue of Rs.500,000 per issue.
"BharatMatrimony
Times is expected to positively rub off on our mother brand
bharatmatrimony.com," he added.
As
the category will be served well only by a glossy magazine,
Consim Info has decided to stop its tabloid Desi Match. "Desi
Match didn't add value to our main brand. But we gained the
much needed experience in coming out with a focussed publication,"
Janakiraman said.
Consim
Info will distribute free 20,000 copies per month through
direct mail, restaurants, shops and other outlets frequented
by NRIs in the East and West Coast of the US.
"The
focus will be on celebrating the beauty and romance of marriages
and offering Indian Americans information and matrimonial
solutions," said Saslin Salim, head of content at the
magazine.
"We
will also feature couples leading successful long married
lives. The magazine will help parents understand their children."
Maintaining
that there is no armchair journalism at BharatMatrimony Times,
Salim said the publication's edit team meets and interacts
with people to put out a story.
"The
mission is to be the focal point for all marriage and wedding
related news, views, trends and information. It will serve
as a guide to marriage. The magazine will also highlight the
trends in online matrimonial services, feature insightful
articles on relationships, wedding planning, interviews with
successful couples and wedding experts," he added.
While
the articles will be of interest to all communities that have
their roots in India, the top four communities that the advertisers
can address are people with roots in Gujarat, Punjab, Tamil
Nadu and Andhra Pradesh.
"In
the US there are few options for marketers to reach a targeted
audience.
BharatMatrimony
Times will fill that vacuum," said Krishnan. "The
magazine will offer a good vehicle for jewellers, garment
retailers, wedding planners and travel agencies to reach their
customer segments."
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