The Images Group has rolled out the Indian edition of the international home magazine, Livingetc. The magazine has been launched in India as part of the licensing arrangement with IPC Media, a Time Warner company, which boasts of titles such as Ideal Home, Homes & Gardens and Country Homes & Interiors.
The debut of the magazine in India marks the fourth edition of the magazine, which is already present in the UK, Thailand and Turkey. In an official communiqué, Amitabh Taneja, editor-in-chief, Images Group, says, "The Indian edition of Livingetc will cover the last mile between design concepts and their actualisation by in-depth research and information on market availability."
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Speaking to afaqs!, R Rajmohan, president and publisher, Images Group, says, "The product is a result of two years' research and analysis of the market. We carefully considered the portfolio of IPC titles and picked up Livingetc for the Indian readers. The time was apt to launch such a title because growing access to luxury and luxury products is expanding the market for a quality offering in the home décor space."
The editorial team for the magazine is headed by Mridula Sharma, who has been associated with magazines such as Design Today, Better Homes & Gardens and Inside Outside.
The publication is being advertised and marketed through different platforms. In-house communication promotes the title by delivering the message that Livingetc is all about leading a relaxed modern life. For promotions, the Images Group has tied up with retail stores such as Crossword and Odyssey. It has taken ad-space in publications such as India Today, Homes, Marie Claire and Time Out.
The title is also being aggressively pushed in the group's in-house titles such as M and FNL.
Rajmohan believes that as a product, the only competition is in the form of Elle Décor as it offers strong editorial content. Even though BBC Good Homes has quality editorial content, it is more of a mass product as compared to the elite and upwardly mobile TG (target group) of Livingetc.
The Images Group is confident of attracting high-end advertisers, largely from premium lifestyle brands, stores and products.