'Better Homes and Gardens' now in India

Media News

NEW DELHI, March 14

Media Transasia India has recently launched one of America’s best-known women's magazines, Better Homes and Gardens (BH&G), India Edition, as a part of a licensing agreement with its US publishers Meredith Corporation. The English Edition BH&G Launch issue is available on stands priced in line with its international premium positioning at Rs 100.

"This agreement is another example of the universal importance of home and family to magazine readers around the world, and Better Homes and Gardens is the natural brand to reach them," said John Zieser, Vice President of Corporate Development for Meredith Corporation, US. "We're excited to partner with Media Transasia to develop a market-leading service magazine providing ideas and inspiration for women in the world’s second-most populous nation."

"As the leading authority on home and family in the United States, Better Homes and Gardens will provide unique and compelling content for women in India," said Rasina Uberoi, Publishing Director, Better Homes and Gardens, India. "And we’re confident that the magazine will attract strong interest from the advertising community that wants to reach that audience."

The Indian Edition is brought out by a team headed by Deputy Editor Mridula Sharma and Creative Director Ragini Singh under the overall editorial directorship of Payal Kohli. Speaking on the changing lifestyle of Indian women, Payal Kohli, Editor-in-Chief, Better Homes and Gardens, says, "Better Homes and Gardens India will be every smart, young, Indian woman’s vibrant, down-to-earth and inspiring guide to everything from up-to-the-moment trends in home decorating and gardening to the best advice on your emotions, family, parenting, health and everyday life starting March this year." She further added, "With content sourced from the international editions along with localised content, BH&G will be the magazine of choice for women who are interested in turning inspiration into reality."

The launch issue cover sports Bollywood actress Juhi Chawla in the comfort of her Malabar Hills home. Juhi, the ideal role model for the BHG reader, balances her work, beautiful home and family perfectly and has opened her art-filled, stylish and sophisticated house to the readers. The cover is shot by Bollywood insider and top photographer Dabboo Ratnani whose rapport with the actress is evident in the spontaneity of the pictures. The launch issue is accompanied by a free BHG CD with 101 Dessert Recipes. Readers can now look forward to free CDs that will carry 101 ideas on a variety of themes and subjects.

The launch of Better Homes and Gardens was preceded through a notice taken by both the national and international press as also the launch is accompanied with an unprecedented advertising blitz across Outdoor, Print dailies, periodicals, radio, television as also on-line.

The magazine is being launched with an advance paid subscriber base of around 25,000 numbers and with an initial print order of 100,000 copies against an initial indent for an unprecedented 90,000 copies by the trade. Piyush Sharma, CEO & Associate Publisher, commented on the occasion, "Media Transasia is committed to bringing the world’s No. 1 titles in their respective categories to India and the region. Over the last 18 months, this is our third offering after the two successful launches of Maxim and Travel + Leisure South Asia. We have reasons to believe that the discerning new age modern Indian woman will embrace the high quality content just as our experience with the previous two launches has shown. BH&G India will be positioned to address the gap that exists in understanding the woman’s existence as an integral part of her habitat. The magazine is a unique digest between her personal needs and her habitat"

An advance copy of the first issue exclusively made available sees an endorsement by India’s large and respected brands with near 40 pgs advertising with a bouquet of ads nationwide. The magazine has seen top-of-the-line advertisers like Ponds, Bombay Dyeing, Nautica, Tea Board, Indian Rayon, ITC, American Express, etc. in the launch issue.

For further information, contact Pallavi Kapoor : 9810100778