Times Internet, known for its experiments in the digital space, have now partnered with Pursuitist—a web portal featuring the latest reviews and news about luxury brands, automakers, hotels and resorts, fashion and technology for affluent readers. The tie up basically aims at using The Times Group’s multimedia resources to help develop the Pursuitist brand locally.
Through this partnership, Times Internet will manage and create a localized site that combines Pursuitist editorial with content specific to the expanding Indian market. Also, as part of the collaboration, Times Internet will have exclusive rights to the brand and its content in India, as well as the significant media opportunity it brings to the country.
We log on to the Indian version of the site, but apart from the URL change( pursuitist.in), no other changes have been found till the time of writing this article.
The current developments came under Times Local partner (TLP) group, formed by TIL, in order to partner with global digital companies. The list of brands in TLP which have already rolled out their Indian editions are Gizmodo, Lifehacker, Business Insider, IGN and Askmen.
The local versions of all these sites are said to be working with a hybrid model of local and global content, curated and tailored for the Indian market. However, apart from the change in URl from .com to .in, not all are following the model to a large extent.
For example, Business Insider basically focuses on three main channels viz, Politics, Tech and Finance. However, in the politics section, all one can find is ‘Obama Highlights’, even at the time when the current political state of the country is going through such a vibrant mode.
On the other hand, the content on the localized portals of Life hacker and Gizmodo was found to be a well blended and featured stuff comprising both Indian and International segments. On Life Hacker, one can found a sseparate channel with name ‘Juggad’ to read posts from India.
Similarly, on Gizmodo, featuring gadgets and tech, a new tab named as ‘IndiaModo’ has been created, wherein one can find all tech news linked to India at one place.
Pursuitist, currently have a Facebook fan following of around 217, 696 readers. The website provides the readers with upscale products, reviews and information about the luxury industry in one online destination. The content featured on the site is split across categories such as arts, auto, epicurean, family, green, house, style, tech and travel.
The company CEO, Christopher Parr believes that the luxury landscape is evolving rapidly in India and Pursuitist.com will be able to successfully broadcast the latest trends and renowned classics while inspiring and educating affluent consumers.
Looking at the previous localized versions, we can say that Pursuitist.com can be expected to go for a similar hybrid model. However, we are still not clear what ratio will the Indian content have in this latest Indianized version of the site.
Stay tuned to get more updates on this.
To contact author email at meha @wirefootindia.com