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India's first portal for men goes on line

India's first community-based portal for men Purushetra.com was launched in Delhi on Tuesday, June 13

agencyfaqs! News Bureau
NEW DELHI
India's first community-based portal for men Purushetra.com was launched in Delhi on Tuesday, June 13. The portal is the brainchild of a team of five enthusiastic professionals, Shalu Khanna, Arpit Kaushik, Deepak Khanna, Nitin Gupta and Vandana Khurana "Out of the 40 lakh Internet surfing population in India, 70-80 per cent comprises of the male surfers. Surprisingly there is not even a single portal exclusively for this segment," says Arpit Kaushik, co-founder Purushetra.com. "We are looking forward to simplifying the life of an ordinary man on an ordinary day," he added.
The portal claims to follow the model based on content-community-commerce. In other words, it plans to build communities on the basis of the content and then suffix e-commerce to the same. From gift ideas to a cocktail guide, from trial rooms to corporate alumni, Purushetra.com plans to provide the most comprehensive resources on the site. Interactive services like chats and diary of events and appointments are a few of the value-added features on the site.
Talking about the subjects the portal plans to deal with, Shalu Khanna, co-founder, Purushetra.com, says, "In our venture we are guided strongly by a holistic approach to a man's psyche rather than a superficial one. So, following the body-mind-and-soul principle we would provide content relating to a man's fitness (body), opinions (mind) and soul (relationships)."
The five people in the team have their task cut out for them. As in-charge of content creation, implementation, deployment, and management, Shalu Khanna would be handling the projects and resource for the site. A post-graduate in advertising, PR and marketing, Khanna, holds the important task of identifying the needs of users and translating them to deliverables through Purushetra.com.
As the alliances and co-branding person, Arpit Kaushik would be responsible for providing the business perspective of Purushetra.com. A mechanical engineer, from BITS Pilani, he has three-year's experience in sales and marketing. Deepak Khanna, an electronics engineer with six years' experience in sales, would drive the business side of Purushetra.com along with Kaushik. The marketing mind of the site, Nitin Gupta, plans to add his technical expertise to the site, give his software engineering and IIM background. Last, but not the least, Vandana Khurana would handle the research and content side of the venture.
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