Beef Vindaloo

The print media in India might well appear to be saturated but if the launch of Basti is anything to go by, then there looks like there is always going to be room for one more. Launched by the India International Media group, this lifestyle and home décor magazine targets shanty towns, illegal hutments and slums. With a whopping 65% of Mumbai’s population living in slums and a massive 80% of the Indian population living in shanties, this untapped market looks to become a veritable goldmine of readers. The monthly magazine goes on the stand by the end of the month and comes at a cover price of Rs 10. A cover price of Rs. 5 has been extended to SC, ST and OBC classes.

Brainchild of social activist and campaigner Shamana Azmi, the magazine looks to revolutionise the way that millions of Indians look at their homes. “Just because you live in a 10 ft by 10 ft hovel does not mean you can’t have elegance,” she said, “we want to propagate something along the lines of boho chic or at the very least, hobo chic.” The magazine will tackle everything interiors from the best place to steal carpeting to stylish ways to incorporate a stolen electric connection so as to highlight the strong points of the illegal immigrant culture.

This magazine is expected to see massive movement in ad spends as well. With Indian identity being defined by the slum dwellers, which advertiser would be hesitant to be associated with a publication that targets their lifestyle. Media buying analyst Shashi Kant Singh feels that the publication can expect to become the forerunner for a company’s print spends. “You are talking of an estimated readership of one billion,” he said, “regardless of the fact that 99% of them would not be able to read the editorial, they would definitely be able to see the product in the advertisement.”

Given the aggressive pricing and the assured ad revenues, Basti is looking to give the competition a serious run for the mortar.

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