Femina to don a new Avatar "For all the women you are" says Tarun Rai

In an exclusive conversation with Adgully, Tarun Rai, CEO, Worldwide Media, explains, "Recognizing the changing times being faced by the modern Indian woman today, Femina, as her very own magazine, has revamped itself completely. Starting from the core product that is the magazine itself, to its website, along with the new positioning "For all the women you are" Femina has changed."

The change is not just in terms of the look and feel. The makeover extends from content, to the new positioning of "For all the women you are" from the previous positioning that was "Believe". Rai, explains, "It is a revamp in the very positioning of the brand itself with implications on the contents, sections, look and design of the magazine and how it connects with the modern Indian woman of today."

The magazine will contain all new section like "Women just like you", "Your life your way", "Your IT list", "Your fortnight with Femina", "Your Space" and many more. With this the magazine promises to provide the good mix of read from all the walks of life that a woman of today needs and will love to read.

So with the renovation, is the magazine planning to expand its reach? To this Rai, answers, saying, "The primary reason to bring in this change, in the way we reached to lakhs of Indian women, was to stay strengthen tour connect with them. In the process, we will also end up expanding the reader franchise."

Revamp and makeover are very common in the consumer brands and has also become a common practice in publication industry. Rai, believes, "The reason consumer brands undergo a revamp is to "be relevant" to their target audiences. It is critical for a brand to always resonate with their core consumer groups. Within the media space, this assumes even more significance as for media brands, the product itself is interlinked with the very life of the consumer, her beliefs, aspirations, lifestyle and value system. What we talk about in our magazine to what we communicate through events and various campaigns & initiatives has to all be "connected" to what the consumer is looking for today."

The brand lastly saw a revamp close to a decade ago. With yet another change the brand appears to be bullish about its future and taking this step in spite of the, not so encouraging IRS reports overall publication industry, proves it. On this he says, "Despite the drop in overall readership of magazines Femina remains the no.1 women's magazine. The drop in overall readership is more a function of drop in readers per magazine rather than circulation which does not impact revenues."

Rai, sums up, saying, "Continuing its legacy of changing with the times and delighting our readers by exceeding their expectations, Femina celebrates how far the contemporary Indian woman has come and continues to be a beacon of change for her."