The following excerpt was sent out from Fortune India:
RPSG Group is launching the popular American men’s lifestyle magazine, Esquire, in India. The 90-year-old publication, owned by Hearst Communications, has resonated with generations of young men through its narratives on fashion, lifestyle, health and entertainment.
RPSG Lifestyle Media’s chairperson Avarna Jain says Indian consumers are becoming increasingly aspirational. This is the perfect timing for the magazine to make inroads into the Indian market. “Esquire is well known for high-quality writing, visually compelling photography, and for being the curator of fine taste,” says Jain.
Set to launch in April next year, Esquire will have a print as well as digital presence, along with invitation-based ground events through which it hopes to create a mark on the global stage while focusing on India’s culture.
The aspirational Indian consumer is not just limited to the metro cities but also encompasses tier 2-3 India. Jain says that makes the reach of Esquire wider.
The Indian lifestyle market has also seen a flurry of premium lifestyle products for men, which makes immense sense for a men’s lifestyle magazine, says Jain.
