Fashion fix in two minutes

The fashion mag has just gone virtual and replaced text with two-minute videos. That’s the premise of Nevanta, a new website, launched in January this year, that offers content focusing on Indian fashion trends and entertainment and is targetted at 18 to 34-year-old females.

A shoot during the Pune Fashion Week, 2012

The 10 member all-women team that makes up Nevanta have so far covered the Mumbai, Pune, Bangalore and Kochi fashion weeks and have profiled Indian designers like Tarun Tahiliani, Vikram Phadnis, Ritu Beri and Anita Dongre among others. Founded by Sunija Rishi, an entrepreneur with a decade of marketing experience, and Atasi Chatterjee, an online marketing specialist, Nevanta was set up with the aim to help women discover their own style statement. The word Nevanta means finding your true self in Sanskrit and Gaelic.

By the woman, for the woman “We are India’s first all-women media group, which aims at connecting the Indian women across the world by serving as a focal point for all things fashion and design,” says Rishi, while adding that she has been part of several global media projects, and saw a shift in media to the web. While there are plenty of magazines in the market and online, Rishi feels they don’t cater to the Indian consumer and provide extensive coverage to most Indian designers.

Quiz her on the choice of medium, and she explains, “Online video is one of the fastest growing media trends right now. When it comes to fashion the user experience created with video cannot be replicated by photographs or text. There are a lot of aspects a video captures that are lost in translation with photos and text as a medium. Since it’s online, it helps us to be faster and cheaper.”

Rishi feels that given the fact that the target audience and their team is an all-woman outfit, it is sure to work in their favour. She cites the Nielson Study, which reveals that women form the majority of users on social networking sites and spend 30% more time on these sites as compared to men.

Also, mobile social network usage is 55% in favour of women. “There are plenty of studies that indicate the fact that women have been the driving force behind social web and e-commerce. Since we are targeting female audiences, we wanted to have a team of women from that specific age group. So, from marketing, to reportage and post-production work, every aspect is handled by women in Nevanta,” she signs off.

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