MyPurpleMartini.com: India’s First Social Networking Nightlife&Lifestyle Portal

3rd May 2012
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MyPurpleMartini.com aims to be India’s first social networking nightlife & lifestyle portal.

MyPurpleMartini is a community of like-minded people who share the same passions and interests. In a nutshell, you can not only network with other party goers across the country but you can get to know anything and everything about nightlife, events, hotels, restaurants, artists, spas etc . You can also get information on the hottest deals in your city, book tables in the best restaurants/bars and get discounts at more than 1000 venues in India and across the globe through the MPM Club Card.

With their headquarters in New Delhi, MyPurpleMartini started off as an event listing website in December 2008 but was relaunched and revamped as India’s first social networking nightlife & lifestyle portal in September 2011.

“There is no consolidated social networking community in India for people who share the same passions when it comes to nightlife/ entertainment/ hospitality & Lifestyle Industry. Not only can you get information about the best events happening across the country but you can network with other party goers across the country at the same time. "Our USP is that MyPurpleMartini is a one stop solution for anything and everything about the Indian nightlife & lifestyle industry. Through our segmented profiling marketing tool, our registered users get information via email and sms only about the kind of parties/events they would be interested in going to. Next time you want to party, you simply have to log onto our website,” says Founder, Saarthak Gupta.

Target Audience:

Their clients include liquor brands, tobacco brands, clothing brands, media houses, telecom operators, automobile brands, a club/bar, restaurants, hotels, spas, banks etc.; basically anyone and everyone who wants to tap into this niche database through their array of products and services. They have a database of more than 6 Lakh users and it is growing everyday. 90% of the traffic is frequent party goers or an audience interested in lifestyle and 'finer things in life.'

Geographic break up:-India- 99% ,Outside India- 1%

Gender break up:- Male- 51%, Female-49%

Education Break Up:- School Students- 10%, Undergraduate Students- 25%,Postgraduate Students- 28%, Working Professionals- 37%

Age Break Up:- 1-18- 5%, 19-25-35%, 25-35-50%, 35-55-8%, 55+-2%

Income Break Up-0-10 Lacs-15%, 10-20 Lacs-35%, 20-25 Lacs- 35%, 25 Lacs+- 15%

Revenue Model: 

The margins MyPurpleMartini works on vary for different products and services and it depends on a project to project basis. Their revenue model is made up of 3 elements :- Online, On ground & Sales.

Online is a purely advertising based model which is segmented into a lot of verticals and elements. On ground revenue model consists of event promotion, brand activations, event management, tie-ups & brand building, MyPurpleMartini event properties etc. and the sales revenue model consists of artist and celebrity management, bookings, ticket sales and the MPM Club Card which is a loyalty card that entitles you upto 50% discount in more than 1000 partnered venues in India and across the globe.

Their endeavor is to tie up with more than 2000 partners across the globe by December 2012 and make it the biggest loyalty card in the country. They are also launching a couple of more products in the next few months to further diversify and expand their revenue model. Currently, they have a tie up with more than 5000 clubs/bars/hotels/ spas/restaurants/artists/retail stores etc. across the country.

Starting up: 

MyPurpleMartini was founded by Saarthak Gupta. He did his schooling from The Doon School, Dehradun & Frank Anthony Public School, New Delhi and did his Bachelors in Human Resource Management from University of Leeds, UK. After coming to India, he headed the marketing division at MRS Corporation which is his family business into System Integration & Home Automation. Saarthak was always entrepreneurial and had conceived the idea of MyPurpleMartini as soon as he came to India. After spending a year at MRS Corporation, he travelled across the country to get insights from industry professionals, sponsors, advertisers, artists, club/restaurant owners etc and then set up MyPurpleMartini.

“I have always been an avid party goer. While I was in the U.K it was very convenient for us to go out partying to a place we liked going to, as everything there was online. It just took a couple of minutes and we knew where we were heading on a particular night. When I came to India, I saw a big gap when it came to information regarding nightlife/ events/ parties. In India, at that point, it was all about word of mouth publicity. To see the response in the Indian Market, we initially started an information based website but with the phenomenal success in its initial phase and seeing the potential for the social media, hospitality and lifestyle space in India, we re-launched MyPurpleMartini as India’s First Social Networking Nightlife & Lifestyle portal in September 2011. The response has been amazing so far and I hope it continues this way,” Saarthak tells Yourstory.

Saarthak started off alone but now they are a team of 30 people and also engage with a lot of vendors across the country to whom they outsource some of the work. With business growing at a rapid pace they expect to have a team of 50-60 people by December 2012.

When they started off the website, a lot of people from the nightlife & hospitality industry criticized it. No one could relate to an online website promoting nightlife. The biggest challenge was to change the Indian mindset. It took time, but now, they believe they have got everyone to vouch for MyPurpleMartini , be it clubs, restaurants, artists, sponsors, advertisers or the end user.

Mypurplemartini has been self-funded thus far. “Our goal from the very beginning was to build a business model which can sustain itself. We have invested our profits every year into the venture to make it grow and reach where we are today. We are now considering funding from Venture Capitalists to expand our operations and diversify our product range but we are very particular about the kind of VCs we want to get on board!” Saarthak concludes.

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