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Business India Publications Ltd (BIPL) entered the magazine publishing market at
a time when vertical, niche products with a popular appeal, were still in their
infancy. It was quick to set the pace and direction in this segment of the media
and information business in India. In the process it has established an enviable
position in magazine publishing, pioneering new markets and acquiring predominant
market shares for the majority of its titles.
The publishing activity commenced in February 1978 with the launch of India's first
and premier business magazine, Business India.
Shortly after the launch of Business India, BIPL launched new titles, which include,
Inside Outside - India's premier monthly interiors magazine, Auto India - India's
largest circulated monthly automotive magazine, The India Magazine - a magazine
on Indian art and culture, The Food Magazine - a monthly publication for food lovers,
Indian Management - the monthly management journal published in association with
the All India Management Association and Namaskaar - the in flight magazine of the
national carrier, Air India.
All the publications conceived and launched by the Group have been the first in
their field and the Group has, in fact, led the way in pioneering new markets. While
new titles with similar offerings have subsequently entered the market, each of
the Group's publications have faced the challenge head-on each time and have retained
their leadership in their category.
The regular introduction of new titles is consistent with BIPL's strategy of innovation
followed by consolidation: to be the first Indian company to offer a specific product
or service in order to capture market share and then consolidate that position by
constantly energizing the brands and titles through new ideas and initiatives.
One of the most outstanding strengths of BIPL is the strong bond, which it has built
over the years with its readers, its advertisers and the business community in general.
This relationship and the credibility that the brands enjoy, has played a significant
part in spurring the business forward. It has allowed for quick entry of new product
launches, while augmenting the market share of existing brands.