Online fashion portal Jabong.com has launched a fashion magazine titled 'The Juice' in April. The monthly title will target Indian e-shoppers. For the first three months, the magazine will be distributed free of cost to 80,000 Jabong premium shoppers, at Cafe Coffee Day Outlets across nine cities and at the airports of Delhi and Mumbai.
The editor of The Juice is Pearl Shah.
The first issue (April-May 2014) of the magazine will have 104 pages, with only five pages of advertisements. The advertising content is expected to increase in the coming days, once it enters the next phase after three months. However, the company asserts that the content will never be less than 100 pages.
The content will include stories and features around fashion, beauty, people, trends, travel and pop culture.
The Juice will be of handbook size. Shah says, "The reason for going the hand book size is that first we wanted to stand out from the other titles in the market and secondly, it is also the ease of using it, as the consumer can easily keep it in a handbag."
She adds that the magazine will have a higher shelf life as opposed to other magazines. "It will be like a fashion guide for the people, which has good curated content," Shah says.
The inaugural issue of The Juice is themed around' Summers', and features Bollywood actor Kalki Koechlin on the cover. The online edition of the magazine will also be available on the website in a couple of days. "People could actually buy the clothes, and other things by clicking on the magazine through the portal," reveals Shah.
Commenting on the launch of The Juice, Arun Chandra Mohan, founder and CEO, Jabong.com, says, "With the sole aim of establishing a brand that addresses all fashion needs, The Juice is an attempt at strengthening our fashion profile. This magazine is born from these efforts aimed at celebrating fashion alongside style for an incredible audience."