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Mint to launch luxury title Mint Indulge

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | September 07, 2011
The business daily from the stable of HT Media will introduce the quarterly title on September 9.

Mint, the business daily from the stable of HT Media, will launch Mint Indulge on September 9. It will be a quarterly Berliner, similar to Mint, and will focus on all things luxury -- cars, gadgets, watches, gourmet items and wine.

Mint Indulge is targeted at the high-end business class readers and will be distributed complimentary to the readers of Mint. The print run of Mint Indulge will be the same as that of Mint.

According to sources close to the development, this format has appealed to the high-end business newspaper audience over the years. However, in line with the content tailor-made for the classes, Mint Indulge will be printed on glossy newsprint to make it a rich and visually-appealing read.

The inaugural issue of the quarterly will be 32-pages strong. The content mix will talk about the passions and indulgences of India's top business leaders, and serve as their buying guide for the season. Some of the product categories that will be covered in the inaugural issue include gourmet food, wines, whiskeys, premium hotels and restaurants, international clothing, watches and accessories, high-end gadgets and mobile devices, luxury cars and bikes, global travel destinations, premium luggage and latest golf and fitness equipment.

The advertiser profile of Mint Indulge will comprise luxury brands such as Audi, Pernod Ricard, Ermenegildo Zegna, Rolex, Starwood Hotels and Citibank Ultima.

Mint has seven printing locations across Delhi, Mumbai, Bengaluru, Kolkata, Chennai, Ahmedabad, and Hyderabad.

In a separate development, Hindustan Media Ventures Ltd (HMVL), a subsidiary of HT Media, has been named by Forbes as one of the 'Best Under A Billion Companies' in the Asia-Pacific region. It is the only Indian media company to make the list and one of the 35 Indian companies to have found a place on Forbes Asia's list.

Forbes Asia chose companies that best managed through the economic crisis that began in 2008. On an average, the companies on the list have a 13 per cent debt-to-equity ratio, and 67 companies on the list carry no debt at all. To qualify for the Forbes List, a company must have an annual revenue ranging from US$5 million to US$1 billion, and be publicly traded for at least a year.

India is the second most-represented nation on the list, whereas China and Hong Kong lead with 65 companies. The list also features two companies from Pakistan and four from Sri Lanka.

HMVL, apart from publishing Hindustan, also owns Hindi magazines Nandan and Kadambini, and the news website livehindustan.com. Hindustan has a presence across Uttar Pradesh, Uttarakhand, Bihar, Jharkhand and Delhi.

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