The Images Group has launched the Indian edition of international homes magazine, ‘Livingetc’, via a licensing arrangement with IPC Media, a Time Warner company. Priced at Rs 100, ‘Livingetc India’ edition hit newsstands on May 1, 2009.
Announcing the launch, Amitabh Taneja, Editor-in-Chief, Images Group, said, “We are extremely happy to enter the exciting new space in home décor; one that reflects an easy combine of home décor with fashion. ‘Livingetc’ has been a phenomenal success in the UK and we believe that the time has come for such a magazine in the Indian marketplace. ‘Livingetc’, a modern homes magazine for the well-heeled, will lead the way for fashionable and stylish homes. The Indian edition of ‘Livingetc’ will cover the last mile between design concepts and their actualisation by in-depth research and information on market availability.”
Suzanne Imre, Editor of Livingetc UK, said, “I’m thrilled about the launch of ‘Livingetc’ in India. The magazine is already a must-have, cult brand for modern interiors enthusiasts in the UK and I believe there is a huge opportunity for the same thing to happen in India.”
In India, ‘Livingetc’ seeks to fill a very important gap in the projection of fashionable and stylish interiors: that of a relaxed modern lifestyle within the beautiful picture-like settings that one can today afford to have. The editorial team is headed by Mridula Sharma, who has been associated with the Indian and international design scenario for more than 12 years. She brings with her the experience of having worked on the launches of ‘Design Today’ (India Today Group) and Indian edition of ‘Better Homes & Gardens’ (Media Transasia Group), besides having worked for an extended period with India’s oldest design magazine, ‘Inside Outside’.
The magazine is being launched with aggressive promotional activities, including display schemes in traditional outlets, tie-ups with organised retail stores like Crossword, Odyssey, etc. The launch advertising campaign is being released in magazines like India Today Homes, Marie Claire and Time Out (Mumbai, Delhi and Bangalore), apart from in house consumer magazines of the Images Group, ‘M’ and ‘FNL’.
In a little over 10 years of existence, ‘Livingetc’ claims to have become the best selling modern homes magazine in the UK. The India edition will be the 4th edition of the magazine. The magazine is aimed at affluent, urban readers who seek a modern design focussed lifestyle that is easy to access and comfortable to live with. It showcases beautiful homes around the world, covers the major decorating trends and features design stories packed with ideas and inspiration, as well as the resources that help the readers stamp their personality onto their homes.
IPC Media is a leading UK consumer magazine publisher. A wholly-owned subsidiary of Time Warner, IPC Media is the market leader in the home interest sector in the UK. Apart from ‘Livingetc’, IPC’s home interest portfolio includes ‘Ideal Home’, ‘Homes & Gardens’ and modern country decorating title ‘Country Homes & Interiors’. IPC also publishes the international design icon ‘Wallpaper’.