Jasmeen Dugal, Founder & Editor, Explosive Fashion On Fashion Journalism in India

22nd Dec 2011
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We at YourStory.in recently caught up with entrepreneur, Jasmeen Dugal, founder of Explosive Fashion, a luxury style portal for India.Edited Excerpts from the conversation;

Tell us in detail about Explosive Fashion.

Explosive Fashion is a Luxury Style Portal dedicated to providing a balance of judicious news, reviews and trends to a dedicated readership. This readership includes designers and models, industrialists and corporate houses, advertising agencies, socialites, sportspeople, students and trend makers. As the marketplace becomes complex, the requirement for competitive intelligence and information is critical. The common thread of our portal is style in the realm of fashion, jewellery and accessories, beauty, art, hospitality and travel. Interactivity is key; so we have bloggers. In fact, do log on to the website everyday as we update it with four-five stories each day! We also have e-newsletters that go out to a database of 6 lac plus newsletter subscribers. What makes Explosive Fashion credible is the frequency of updates, integrity, independence and spirited coverage.

What led you to starting up a luxury style portal?

I ventured into journalism 12 years ago. I was always fond of writing long letters to distant cousins and pen pals, and one day when dad brought a computer home, I surfed the web and participated in an essay contest on a fashion portal. The topic was Power Of Red Lipstick, the editor Minal Khona asked me to join her as features writer instead of accepting the prize money, and I did just that! I joined Times of India [Kolkata] when this dotcom went bust and shifted toDelhifour years later in the hope of more challenging opportunities. There has been no looking back since. I joined business portal exchange4media, but since I was not too keen on business reporting, the owner suggested he would launch a fashion website [unheard of inIndiathen] of which I could be the editor….and thus stylekandy was born. Three years later, I had an offer from CondenastIndiato launch the official website of VogueIndiaand spearhead it as editor. Four years after a terrific learning curve under Priya Tanna and Bandana Tewari, I launched my own luxury style portal: Explosive Fashion. We just completed one year in the business!

Where are you based out of?

I am based inNew Delhiand travel whenever I feel there are events that demand personal presence i.e. Lakme Fashion Week for instance. I have freelance reporters and photographers in Mumbai and Delhi.


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Fashion journalism is not very common in India. Are there other players in market doing similar things? How are you different from them? Yes, there are a few players in the market, very few. Every player has a different motive in launching a website. For some it is monetary and the content reflects that. For others, it’s pure journalism. My idea is to promote Indian fashion or International players inIndiato a large audience...make them see the mechanism and hard work and process that goes into the business of fashion and beauty after the glamour is stripped.

How do you market Explosive Fashion to newer audience?

I have been in this industry since ten years and have developed a large exclusive database of 6 lac plus. I try and stay in touch with my core audience on a personal level, and I have agencies promoting my website.

What is the demography of readers like? Where are they mostly from?

My server keeps a track of the demographics. They are mostly from the metro cities and satellite towns in addition toDubai,LondonandNew Yorkas I have a strong network there.

How does the revenue model work?

We have several national and International brands advertising on our website and newsletter.

Do you have other plans to monetize apart from ad revenue?

Yes, I would be keen on event tie-ups, and there is a possibility of e-commerce.

Do visit http://www.explosivefashion.in/ and share your thoughts on this venture by leaving a comment.

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