Ashish Virmani, Journalist & Assistant Editor,
Man's World India:
7th July 2003
Greg Tingle interview the Assistant Editor of Man's
World, Ashish Virmani.
World is based in Indian, and is looking to take a
share of the Indian male market, living in Australia.
What is Man's World background?
Man's World was set up three years ago in order to
cater to the 'intelligent' male with a certain level
of maturity (thirtyish) and a lifestyle on par with
global standards. Our subscribers include top names
in the Indian advertising fraternity, film stars,
CEOs and anyone connected to a cutting edge lifestyle.
are your aims and objectives?
obviously our primary aim is to have the largest circulation
possible and the greatest awareness for our magazine
in the market, Indian and worldwide. But it is equally
also to promote the fact that a men's magazine can
be interested in women and at the same time deal with
existential issues without being labeled a 'girlie'
milestones has your magazine achieved?
the launch issue started out with a cover story of
India's no. 1 film star Shahrukh
Khan. Subsequently we have covered the top
names in television, advertising, films, have a monthly
column that looks at men from a woman's point of view,
a section that features upcoming models and actresses
(where we are credited with having 'discovered' many
prominent names), a twice-yearly section on swimsuits
(which is always a sellout) plus contemporary Indian
literature in English which forms an important part
of the magazine.
are your area's of specialty?
really, all of the above, especially contemporary
Indian literature in English.
gives you the edge?
think it is our writers -- and the fact that we always
have a fresh perspective on everything. Plus our visuals
and production values are stunning and world class.
your interest in Australia?
interest in Australia is personal and does not represent
the magazine. As a journalist of the global village,
and combined with the fact that there are a substantial
number of Indians now living in Australia, I think
there a lot of Indians would identify with stories
from their homeland -- especially from Mumbai, where
I live, which is the commercial and entertainment
capital of the country.
would like to supply them with those stories through
an established route like the 'Sydney
Morning Herald' or some such paper with a large
Indian readership. Could you possibly help me here
with some suggestions? (yes).
mentors do you and the magazine enjoy?
World' is a multi-proprietorship publication though
one of the primary proprietors is Anuradha
Mahindra, who is connected to India's automotive
giant, Mahindra and Mahindra Ltd. She also publishes
another glossy quarterly called 'Verve'
which is a woman's magazine.
note: An intelligent, education and entertaining read.
World official website