50 years of Femina
20 Oct 2008
To celebrate its golden jubilee, Femina has come out with a 560-page issue featuring actress Katrina Kaif on the cover of its 22 October.
Talking about Femina's brand journey, Tarun Rai, CEO, Worldwide Media, said, "Femina has been the friend, philosopher and guide to the Indian woman over the years, sometimes reflecting the changing Indian woman and sometimes helping her change. And all through Femina has been real. That's the reason that Femina has remained relevant over five decades."
Rai says Femina's readership is getting younger. "From our analysis the core Femina reader today is around 28 years old. A bulk of the readers are in the age group of 25-39," he said.
Elaborating on how the brand's positioning has evolved over the years, Rai said, "Femina, the product, continues to evolve.
And while Femina has always been the real women's magazine for real Indian women, the positioning has also evolved over the years. For insytance, Femina moved from "The Woman of Substance" to "Generation W".
Currently, its positioning is around the modern Indian woman's success and her self-belief, captured in the byline "Believe". As we speak, we are working on Femina's new positioning to reflect the changes in Indian society and the changing aspirations of Indian women and a massive research is underway towards this end."
