'Maajhi Saheli' the Marathi magazine for women debuts today!

Hema Malini will continue to be the editor of the magazine. Priced at Rs 25, the magazine will have 132 pages per issue. It will have an initial print run of 1 lakh copies. The magazine will have approximately 60 per cent of content, and the rest 40 percent will be dedicated to advertisements.

The content will see a mix of fashion, beauty, health, parenting, career, sex, travel, self-help, celebrities, marriage, relationships, women issues and glamour.

Talking exclusively to Adgully, Lalit Pahwa, Director, Pioneer Book Company, said that this is the right time to launch a niche publication in Marathi language as the market looks very mature. Besides he said the only major competition in the Marathi language category is Griha Shobhika which is however just a translated copy of its Hindi version- Grihshobha. According to Pahwa, the other two magazines Lokprabha and Chitralekh, in the Marathi language category are socio-political magazines; hence there are no Marathi women's magazines as such.

The magazine is being promoted through the print and TV medium; the ads have been published in almost all dailies whereas Television Commercials have been telecast in leading Marathi channels. The decision was preceded by a research to find out what kind of content is the need in this market. The company has also bought a 10 day spot in the Lal Bagcha Raja premises, thus ensuring more visibility.

"A lot of analysts have already anticipated that we are going to be number 1 since day one. Besides this market has a lot of scope since there is no serious competition," Pahwa said.

Apart from Meri Saheli, Pioneer Book Company publishes New Woman, Homemaker and Arogya Sanjeevani. The new title will be available in newsstands across Maharashtra. | By Prabha Hegde [prabha(at)adgully.com]