One India One People: Taking up the ‘cause’ of India

The monthly magazine, founded by industrialist Sadanand A. Shetty, has taken upon itself the task of presenting India

In an era where market dynamics call the shots and presenting India as a 'brand' is more the norm, a magazine that bucks the trend and delves into hardcore issues concerning the country may or may not find many takers.

After all, most Indians, especially in the cities, seem content focusing on their jobs, careers or regular family duties. Who has the time for social service? That's for the government and the politicians to think about.

It's precisely this apathy, and this loss of sensitivity that had spurred industrialist Sadanand A. Shetty, chairman of the Fouress Group of companies, into action.

The year was 1997. The occasion was the fiftieth year of India’s independence.

Goaded by good friend and renowned journalist M V Kamath, Shetty launched One India One People, a monthly magazine, that year. There has been no looking back since then.

Be it the burning issue of population explosion or gender justice, poverty, freedom of expression, or even the nuclear question, One India One People has dealt with a range of topics over the last eight years with an eye to sensitise people and raise general awareness levels.

The magazine is divided into three distinct sections – the main theme/cover story, Know India Better and Great Indians.

The cover story, predictably, takes up an issue, but focuses on it from the points of view of different writers. “About three-four contributors write about a particular subject, bringing their insights to the table,” says Kamlesh Godia, marketing manager, One India One People.

Know India Better, is the lighter of the three, turning the spotlight on the diversity and rich cultural heritage of the country.

Great Indians, on the other hand, profiles people posthumously, who have contributed to the betterment of the country.

Like Reader’s Digest, One India One People is totally subscription-led, with a base of about 56,000 subscribers. The cover price is Rs 50 and ad revenues are minimal at the moment.

Advertisers, who have supported the magazine, include Air India, Bank of India, New India Assurance and Hudco. Plans are to fortify the advertisement base, says Godia.

Incidentally, the foundation that runs the magazine, which goes by the same name, has recently released a ready reckoner on NGOs active in the areas of child welfare, education, heath & environment and women in Maharashtra. The guide is priced at Rs 500 and is being sold at bookstores Nalanda and Oxford in Mumbai, on the Net and through the magazine.

The foundation intends coming out with more such guides on an annual basis, covering NGOs in different regions/states of the country.

Of course, all of this comes in addition to the flagship publication One India One People.

November 2005 will be special for the magazine because it will be completing 100 issues that month. “We intend coming out with two compendiums on Know India Better and Great Indians, which will be a collectors' item,” Godia adds proudly.

© 2005 agencyfaqs!