Priced at 100 rupees (US$2.5), the magazine features global and local content. According to MD Alex Kuruvilla, ad space in its first edition issue cost up to US$10,000. Condé Nast printed 50,000 copies for its initial run - double the number of its nearest rival, Elle.
Meanwhile, media agencies believe Vogue can fill a gap in the market. “The top-end luxury segment is at a very nascent stage, and there aren’t many niche magazines to address this growing segment,” said Anita Kotwani, GM, MindShare Mumbai.
Vogue joins Marie Claire, another US women’s magazine launched this year, Cosmopolitan and Elle, both of which have been in India for over a decade. However, Kotwani did not think these magazines pose a threat to Vogue. “Vogue caters to more high-end brands,” she said.
Vogue India is Condé Nast’s third localised version in Asia-Pacific, after China and Japan. It has been reported that Condé Nast plans to launch other localised titles in the region, such as Vanity Fair, GQ and Glamour.
