A STUDY ON SALES AND MARKETING OF OUTLOOK

MAGAZINES

A Project
Submitted in partial fulfilment of the
requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

By
MAYANK KUMAR
(MBA/45013/21)

DEPARTMENT OF MANAGEMENT
BIRLA INSTITUTE OF TECHNOLOGY
MESRA-835215, RANCHI- NOIDA CAMPUS
2022

i
 DECLARATION CERTIFICATE

This is to certify that the work presented in the project entitled “SALES AND MARKETING
OF OUTLOOK MAGAZINES ” in partial fulfilment of the requirement for the award of Degree
of Master of Business Administration of Birla Institute of Technology Mesra, Ranchi, Noida
campus is an authentic work carried out under my supervision and guidance.
To the best of my knowledge, the content of this project does not form a
basis for the award of any previous Degree to anyone else.

Date:
Mr. SANJAY KUMAR
Department of Management
Birla Institute of Technology
Mesra, Ranchi- Noida

Head
Department of Management
Birla Institute of Technology
Mesra, Ranchi-835215-Noida Campus

2
3
 CERTIFICATE OF APPROVAL

The foregoing project entitled “SALES AND MARKETING OF OUTLOOK

MAGAZINES”, is hereby approved as a creditable study of research topic and has
been presented in satisfactory manner to warrant its acceptance as prerequisite to the
degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily

endorse any conclusion drawn or opinion expressed therein, but approve
the project for the purpose for which it is submitted.

(Internal Examiner) (External Examiner)

(Director)

iv
CERTIFICATE

v
 ACKNOWLEDGEMENT

It brings me great pleasure to convey my sincere appreciation to my internal guide

Mr. SANJAY KUMAR, Birla Institute of Technology, Mesra Ranchi, Noida campus,
Uttar Pradesh, for her painstaking attention to detail, thorough care, ongoing
support, and intellectual direction throughout the completion of the task.

I owe a debt of gratitude to my external advisor, Mr. VIVEK GUPTA of OUTLOOK

INDIA for his unceasing support in getting this thesis finished. I owe gratitude to the
management and affected employees of OUTLOOK INDIA.

I would want to conclude by thanking everyone who helped to complete this

dissertation, whether directly or indirectly.

MAYANK KUMAR

Reg. No. – MBA/45013/21

Date – / /
 TABLE OF CONTENTS

CERTIFICATE..........................................................................................................................................iv
LIST OF FIGURES...............................................................................................................................viii
CHAPTER 1: EXECUTIVE SUMMARY.............................................................................................1
CHAPTER 2: OBJECTIVE ,SCOPE AND LIMITATION .............................................................. 2
2.2 SOURCES AND METHODS......................................................................................................3
CHAPTER 3: REVIEW OF LITERATURE.......................................................................................4
CHAPTER 4: MAJOR PLAYERS......................................................................................................7
CHAPTER 5: PORTERS FIVE FORCES........................................................................................ 9
CHAPTER 6: MARKETING MIX OF OUTLOOK MAGAZINES................................................11
CHAPTER 7:MAGAZINE CATEGORIES........................................................................................13
CHAPTER 8: ABOUT OUTLOOK.....................................................................................................16
CHAPTER 9: OUTLOOK MARQUEE EVENTS.............................................................................21
CHAPTER 10 : STARTUP INITIATIVE............................................................................................22
REFERENCES........................................................................................................................................23

`
LIST OF FIGURES

Sr. No. Figure No. Title Pg. No.

1 Fig. 1 OUTLOOK MONEY MAGAZINE 14
2 Fig. 2 OUTLOOK BUSINESS MAGAZINE 16
 CHAPTER 1: EXECUTIVE SUMMARY

The primary goal of the internship is to complete the necessary requirements for the MBA

programme as set forth by the Birla Institute of Technology, Mesra Ranchi, Noida campus,

Uttar Pradesh. Although a project report is required at the end of the internship, the main goal

is for an intern to gain practical experience in a real-world firm. The goal of completing the

internship was to “ PROMOTE SALES AND MARKETING OF OUTLOOK MAGAZINES” and to

understand the factors that affect the sale of the magazines and thus helping the organisation

to increase its customer base.

1
Objectives

1) Generating sales for Outlook magazine, to find, attract and win new clients.
2) To nurture and retain old clients by using digital marketing.
3) Analyse client's response, to understand consumer buying behaviour toward the magazine.
4) To work on improving convincing skills, extract my potential to the fullest to achieve remarkable sales
targets.

Scope
In the summer internship program, the work entitles doing Marketing and Sales for Outlook India Group’s
Magazines, generating leads for the company, convincing them, and converting them into actual customers.
The Outlook magazines are available in Hindi and English versions as printed form.
The motive of this SIP is to maximize the sales for the Outlook magazines. To visit Corporate offices around
the city and pitched them about the magazines and their Contents. The quality of Outlook magazine's content
is good and it captures information related to every sector so it has the scope to become the market leader.
Outlook magazines are read by the elite, top politicians and Bureaucrats, Actors, Entrepreneurs. People
dealing in financial markets or interested in business news. Feedback has been collected from both, the
people who already subscribed to Outlook Magazines and those who are willing to.

Limitations
1)Some of the previous clients were unwilling to renew the subscription as they complained about late
delivery of magazines and gifts (Outlook's competitor India Today delivers magazine within 2 weeks from
the date of subscription).
2)A large number of new players have entered the market and reviving to gain market share. Fourteen weeks
is a too short time to understand every aspect of business with Outlook India Group Magazines.

2
Sources and Methods

1)The methodology used to study the consumer buying behaviour towards Outlook Group's
magazine was a survey method using a questionnaire as a tool. A scheduled questionnaire was
administered to the customers and potential customers for their response and to study the various
factors which can help for sales generation. The questionnaire has been attached as annexure 1.
Factors that play an important role in the buying decision of a consumer were identified by
administering the survey.
2)Marketing and Sales was an integral part of this internship. Accordingly, leads were generated
for the company by contacting prospects and converting them into customers. The motive of the
internship was to maximize the sales for The Outlook Group’s magazines

3
 CHAPTER 3 :LITERATURE REVIEW
Paper Name Author(s) Year Aim of the Outcome of the Research
Research
1) Emergence of Jacob 2015 This study inspects From the results gathered, a
Digital Publishing Cherian the consumer’s conclusion was drawn that
– A Great preference of print & there is no association
Challenge to The digital media with between the type of media
Print Publications respect to and personal attributes.
demographics.
2) Digital Octavio 2011 To understand the The study conducted
Publishing in Kulesz importance of digital showed that in developing
Developing publishing in the countries, where traditional
Countries: The developing countries. publishing is currently
Emergence of New facing tremendous
Models? challenges, going digital will
work as an accelerator and
help companies to position
themselves at a much more
advanced level.
3) The Effect of the Hanna- 2006 The aim of this It was observed that, at the
Internet on the Kaisa research paper was to industry level, the Internet
Magazine Ellonen study the effect mainly affected the rivalry
Publishing of the Internet on the among existing companies.
Industry magazine publishing As for the company level, it
industry. was noted that the Internet
did not change the
traditional core
competencies of magazine
publishers.
4) The futures of Anna 2014 To assimilate the From the study conducted, a
magazine Viljakainen, futures studies and change towards a growing
publishing: Marja foresight perspectives value-orientation in
Servitization and Toivonen in analysing an publishing business was
co-creation of industrial change observed. Moreover it was
customer value towards service noticed that magazine
business, keeping publishers are adopting
magazine markets as service-based strategies to
the case context. remain competitive.
5) A Study of Teena 2013 To recognize the Seven factors were
Intrinsic and Bagga, intrinsic and extrinsic recognized: Need for
Extrinsic Factors Manas factors and their Recreation, Convenience,
Influencing Bhatt relative importance Website Attributes, Online
Consumer Buying towards the Advertising, Social
Behaviour Online Communication,

4
 consumer’s buying Information Search and
behaviour. Security and Privacy
Concerns. The significance
of these 7 factors was
different across different
demographic variables such
as age, income group of
consumers and gender.
6) Impulse Buying: Sunil 2017 To figure out the The study provided an
A Consumer Trait Atulkar, relationship between insight into understating the
Prospective in Bikrant consumer trait and reasons behind impulse
Context of Central Kesari impulse buying. buying. It was deduced that
India gender differences can
moderate the relationship
between consumer trait and
impulse buying.
7) Does Corporate Ruhee 2017 To estimate the extent The outcome of the research
Social Singh, to which Indian revealed that CSR is one of
Responsibility Sweta consumers are aware the most important deciding
Matter in Buying Srivastava about CSR and factors while purchasing any
Behaviour? - A Malla whether CSR plays a product or services.
Study of Indian role in influencing
Consumers Indian consumers’
buying behaviour.
8) Impact of Anushka 2021 Studying the The research disclosed that a
Cultural Naik, consumers’ thorough understanding of
Differences in Avantika perception towards the culture of a particular
Marketing on Sharma marketing strategies region before setting foot in
Buying Behaviour that align with their it, is pivotal as it can play a
culture and the significant role in expediting
ensuing decisions the success of the company
they are likely to take in that region.
based on these
considerations.
9) A Study of Tanisha 2021 To exhibit an in-depth T-test of Independent
Impact of Kapoor overview on Sample and One-way
Influencer influencer marketing ANOVA was administered
Marketing on opportunities and & the outcome of the tests
Buying Behaviour discern the demonstrated that there does
of Customers comparative impact exist a substantial difference
across Different of influencer in the impact of influencer
Generations marketing on buying marketing on the buying
behaviour of behaviour of customers
customers across across different generations.
different generations.

5
10) Influence of DPS 2000 To review the The study revealed that
Lifestyles on Verma, influence of the people belonging to
Consumers’ Savita buyer’s lifestyle on different lifestyles have
Buying Behaviour Hanspal his or her purchase different interests in
behaviour. shopping. They also have
noticeable differences
among themselves in terms
of their enthusiasm for
trying a new brand that
appears in the market, the
importance they assign to
their friends’ opinions about
various brands and the
extent of store loyalty.
11) Would you Savannah 2015 This study explores As opposed to our
Snap up the Deal? - Wei Shi, the unique attributes expectations, flash-sale
A Study of Ming Chen of consumer websites are much less
Consumer behaviour under flash likely to attract impulse
Behaviour under sales in developing purchase. On the contrary,
Flash Sales countries. consumers who make more
purchases exhibit higher
levels of cautiousness.
12) A historical Quint 2001 This paper provides a The study revealed that new
overview of the Randle thorough insight in media have a tendency to
effects of new mass terms of the positive both displace magazines, at
media: & negative effects of the same time also bring
Introductions in new mass media about increasing
magazine introductions on the specialization.
publishing during magazine publishing
the twentieth industry from an
century historical perspective.
13) Consumer Jisana T. K. 2014 This paper presents a The study revealed that in-
Behaviour Models: review of theory of depth knowledge of the
An Overview consumer behavior consumer behaviour is
models crucial for understanding
different market segments
and evolve strategies for
effective market penetration.
14) Business Anat 2003 This research aims to Results from the study
process BarNir, explore issues related conducted suggested that
digitization, John M to firm age and size differences exist as a
strategy, and the Gallaugher, and the firm's function of firm age and size
impact of firm age Pat Auger propensity to engage in the degree and manner in
and size: the case in Internet-enabled which firms digitize
of the magazine process digitization business processes through
publishing industry the Internet.

6
 Major Players
Dainik Bhaskar (DB Corp)
Dainik Bhaskar was first published in the city of Madhya Pradesh, Bhopal, and
Gwalior in the year 1956, tailored to the market for the Hindi language daily. Today it
is the most circulated daily newspaper in India.
The founder of DB Corp Ltd. is Ramesh Agarwal, it has headquarters in Bhopal. In
2020 its revenue earned was Rs.2236 crore, operating income of Rs. 373 crore and
operating income is Rs 274 crore.
Dainik Bhaskar Group is India’s newspaper group with 66 editions published in four
different languages. It was read by almost five crore readers across twelve different
states in India.
Dainik Bhaskar Group publishes three different magazines titled, Aha! Zindagi, Bal
Bhaskar and Young Bhaskar. It is listed on the Bombay Stock Exchange, which is
majorly owned by the Agarwal family from Bhopal.
The group serves more than half of India's geographical area, with 53 print locations
it has a total circulation of more than 6 million copies

Hindustan Times (HT Media Ltd)

Hindustan Times media is an Indian mass media company, founded in 1993, having
holdings in print, digital media. It has 19 printing facilities PAN India with an
installed capacity of 1.5 million copies per hour.
HT Media Ltd. has headquarters in Delhi, India. As of 2020, the company earned
revenue of 2,330 crores with an operating income of Rs 67 crore and Net income of
Rs 214 crore. In 2003 it was listed as a publishing company

7
 Hindustan Times publishes two magazines in Hindi, kadambini, a literary magazine
which was established in 1960 and Nandan a magazine for children which was first
launched in 1964.
In 2005 the company was shifted to Mumbai with a new product and content mix.
The business newspaper, Mint, in 2007, in partnership with Wall Street Journal was
launched in Delhi and Mumbai.

India Today Group

The India Today Group is considered to be India's most appreciated and diversified
media conglomerate that has created a desirable legacy of leadership and admiration.
The first magazine was launched in 1975. It set the beginning of The India Today
group's journey into a multi-brand and multi-vertical media group.
The India Today group from start focused on journalistic and editorial excellence
because of which it has become the epitome for the Gold Standard of Journalism and
has today become a barometer for trust, integrity, and excellence in journalism across
TV, Print, and Digital.
The group first published India Today magazine then Hindi Magazine followed by
Business Today and also Cosmopolitan, Harper's Bazaar, and Reader's Digest, all of
which command leadership status.
The groups focus on implementing best practices and the latest technology helped
them to become the most preferred content source for the Indian audience

8
Porter’s Five Forces

Michael Porter's five forces is a systematic framework that helps to analyse the potential
profitability of any industry. In the last decade, the print media especially the magazine
publishing business has seen rapid changes in profits and losses due to several factors like
technological advancement, the information is available online, financial calamity, etc. To
understand the overall scenario Porter’s Five Forces is made use of

1) The threat of New Entrants

In the print media industry, for the smaller publishers, there is a huge threat to enter.
On the other hand for large publishers who have circulations in the millions will surely have less
to worry about from a new entrant.
For large publishers, the worries lie more with the existing ones, their competitors who want to
move into their space.
2) Bargaining power of suppliers
The bargaining power of suppliers to the magazine publishing business will have little power.
Everyone is competing for the same business may it be journalists or printers.
In some cases the famous personalities will have a greater influence over content, like Oprah
Winfrey, the publication who are celebrity-focused will lack some of this advantage.

3) Bargaining power of buyers

The bargaining power of buyer’s i.e. customers or subscribers have some bargaining power as
compared to magazine publishers as a great deal of content is now available online for free.
The advertisers now have more bargaining power because the substitute available is cheap and
trackable online marketing. Here the challenge is for print media publishers to convince the
advertisers that a fully-branded and contextual, mass-market experience for their prospects is a
must as well
4) The threat of substitute products
The threat of substitute products or services has materialized over the last decade.
The online platform i.e. internet has eroded subscriber loyalty. It has offered advertisers a very
affordable, trackable marketing channel.
With the increase in the use of technology, print media industry are able to offer better services
to the advertisers but at the same time, the pressure for results-based marketing has become
huge, especially in the age of free search engine like google.

9
 5) Rivalry among existing competitors

Rivalry among existing competitors in the industry can be fierce. It may differ because any
competition will differ among the brand-positioning models.
A niche publisher that has a strong core focus will surely face less intense competition than the
one with a broad consumer magazine without such focus.

In general in the print media industry, small and big publishing business faces some strong
challenges in terms of substitution and competitive rivalry, but with focus on leveraging core
strengths, it can help to make less severe the weaknesses. Organizing the magazines around core
audiences with focused messages is important.

10
Marketing Mix of Outlook Magazines

Price

The price of the Outlook magazines or subscription is decided after analysing the pricing strategy
of its competitors. The slight decrease in price may account for a high profit. The price of
Outlook magazine varies from magazine to magazine.

The pricing is usually low as the Print media industry, especially magazines depends on revenue
which is earned from advertisement, so it is more concerned with the increase in subscription
base so as to attract more advertisement companies.

Product
Different products are defined depending to different segments, Outlook is trying to cover each
segment. For understanding, Outlook Money and Outlook Business majorly aims to target the
working class and corporate world.
Moreover, Outlook Hindi is not merely the English version of Outlook English magazines, it if
for people with limited access or interest to English language. Different Outlook magazines aims
at particular market and age group respectively.

Place
The place is selected for the product, understanding, its target market and the concerned age
group.
The magazines that have high profitability are to be sold among the elite class are targeted to
malls etc. on the other hand Outlook Traveller magazines are to be targeted to the travel agencies
or car rentals and places like airport. There is huge impact of place on sale of magazines.

11
Promotions
The Outlook India magazine adopts different promotional strategies where they aims at
organizing events at malls or offering free promotional items like travelling bag which is given
as gifts.
For sales employees do Outbound calling to customers directly to inform them about the
available exciting offers for the magazine subscription. Outlook is focused on promotional
activities as and invest in it to increase the subscription base of Outlook magazines.

Marketing Strategies
Mass Impersonal selling, It is a marketing strategy through which organisation increases demand
for its product and draws consumers to its product, a pull promotional strategy revolve around, to
get, consumers to want a particular product.
The main goal is to make its consumer actively seek product that is magazines, which will make
retailers to stock the magazines in response to the demand.
The different pull marketing methods includes Social media networks, Sales Promotions and
offering discounts and Advertising and Email Marketing.
Push blend method majorly give emphasis on personal selling, it is a promotional strategy which
involves directly taking the product to customer irrespective of any means.

Strengths

1) The Outlook Group publishes five magazines, Outlook weekly, Outlook Traveller,
Outlook Money, Outlook Business, and Outlook Hindi, these magazines cover a
major segment of the market, which helps The Outlook Group to fulfill the needs of
the different age groups who belong to different sectors.
2) The Outlook Group has well-organized and experienced staff.

3) It is well known for the quality of the content it provides in magazines. The content is
innovative and customer-oriented with exclusive photography and articles.
4) The company provides discounts, attractive offers and special gifts on the subscription of
magazines,.

12
Magazine Categories
Magazines and other publications of literature are often categorized based on their topics to more
effectively target a select group of clients and their interests. There are three main categories of
magazine publications, each of which include more specific types of publications, are:

 General interest magazines

 Special interest magazines
 Professional magazines

The following sections will elaborate on the purpose of each magazine category in addition to their
more specific content types and provide examples of common or popular titles associated with each
category.

Magazine Genres & Selection

Magazines can cover various topics in relation to a genre, which could be used to describe hundreds
of different related ideas. The concept of magazine selection relates to the availability of many
genres of magazine used by the general public for entertainment, leisure, or education. For example,
medical offices are often supplied with an array of different magazines which cover a number of
genres to appeal to the interests of a large volume of clients. Fashion, cooking, sports, gardening, and
medical publications may be just a few types of magazine genres found at a doctor's office. Within
the genre of gardening, for instance, the magazine may more specifically discuss proper planting
techniques, new and popular plants to grow, and merchandise related to growing or tending to
different types of plants.

13
TYPES OF MAGZINES

General Interest Magazines

General hobby magazines are the maximum not unusual place class of
mag publication. They cowl a huge form of subjects and are
written for a fashionable target market of not unusual place, normal people. Popular
subjects of fashionable hobby magazines can also additionally consist of food, fashion,
entertainment, sports, or domestic and gardening. General hobby magazines
are usually to be had in grocery stores, identifiable via way of means of their glossy
covers with ambitious titles, articles, illustrations, and advertising. A
few of the maximum famous mag guides with inside the fashionable hobby
class consist of New York Times, People, and National Geographic.

Special Interest Magazines

A unique hobby mag differs from a popular hobby

mag as it covers subjects that are extra particular to a
precise audience. While a popular subject matter mag may also speak various
elements of meals, a unique hobby mag may also goal cooking, meals
presentation, or the pictures of meals as character ideas. Likewise, a
popular sports activities mag may also speak a couple of sports even as a unique
hobby mag focuses entirely on football. Special hobby
magazines, just like the overall hobby category, are widely
to be had to the general public and may frequently be discovered in shops or online.

Examples of famous unique hobby magazines encompass Sports Illustrated,

Psychology Today, and Vegetarian Times.

14
Professional Magazines

Professional magazines are publications that are professional and educative in nature
because they contain content for specific or niche groups of people within a field,
from doctors to salespeople to aviation experts. The content within a professional
magazine is highly detailed and often created by an organization to further inform the
interests of its members. Trade journals, as they are sometimes also called, offer news,
analysis of information, and development articles for the growth of skills within a
breadth of knowledge. Education Week, Aviation Week and Space Technology, and
Design News are a few examples of popular professional magazines and trade
journals.

15
THE OUTLOOK GROUP
Outlook Publishing (India) Pvt. Ltd. started operations in 1995 as a division of Hathway Investments
Private Limited, with the launch of ‘Outlook’, a current affairs news magazine. In 2003, the division
was demerged into a separate entity Outlook Publishing (India) Pvt. Ltd.

Journalist Vinod Mehta was the Founder Editor-in-Chief of Outlook Magazine. He was
associated with the group till 2012. A collection of Vinod Mehta's articles under the title 'Mr
Editor, How Close Are You to the PM?' was published in 2001. His much acclaimed memoir,
Lucknow Boy, was published in 2011. Mehta died of multi-organ failure in New Delhi on 8
March 2015, after a prolonged illness.

The company’s publication portfolio includes Outlook English, Outlook Money, Outlook
Business, Outlook Traveller, Outlook Hindi and subsequently we expanded our digital offerings
include

www.outlookindia.com

www.outlookhindi.com

www.outlookbusiness.com

www.outlookmoney.com

www.outlooktraveller.com

www.responsibletourismindia.com

www.poshan.outlookindia.com

The Company is a part of the Rajan Raheja group which has interests in diverse sectors including real
estate and construction, automotive batteries, cement, ceramic tiles, mutual funds, hospitality, media
and entertainment. The group is valued at 3.5 billion INR. The company corporate office situated in
the South Delhi. Magazines from the Outlook Group

Outlook:

Outlook is India’s most credible current affairs and news magazine launched in 1995. Known for its
bold and aggressive reporting it continuously raises questions many had in their minds but never
dared to ask. Outlook has rewritten and reinvented the way news and general interest magazines are
presented in India. It is comprehensive yet concise and crisp, investigative and bold in its approach.
Outlook covers an array of topics ranging from current affairs, socio-economic issues, politics,
lifestyle, entertainment, sports, international features, etc. Outlook reaches out to over 1.78 million
discerning readers, across the country. Outlook has won a myriad of awards including the prestigious
"International Press Institute" Award for Excellence in Journalism.

16
Outlook Business:

Outlook Business is an insightful, thought provoking, compelling, in-depth business magazine which
delivers fresh perspective, coupled with a holistic approach. Outlook Business is the Business
Magazine for Decision Makers. Think Beyond and Stay Ahead with Outlook Business. The product
focuses on important business issues and developments with a view to providing clear takeaways –
impact and implications for decision-making. A holistic approach ensures all influences on business:
economic, political, regulatory and market driven are examined. Views from the best in industry
supplement strong analytical in-house features to ensure a fine balance of perspectives, insights and
information. In keeping with the rapid unification of markets, Outlook Business incorporates a global
perspective, which it sees as a vital input, in all its content. Due recognition is also given to venture
capital, hedge funds and private equity. This is only fair, since capital, a key driver of business, is
footloose and fancy-free in this brave new global economic order.

Figure 1

17
Outlook Money

India’s No.1 personal finance magazine, gives in-depth analysis and sound advice on all facets of
investing well, borrowing wisely and spending smartly. As we witness one of the most
challenging economic situations in history, there is a lot of speculation in the market. There are
many who suggest that we are far from a recovery and that we should stay away from the equity
market at this point. However, being fearful while others are reckless, and being a little
venturesome when others are fearful, is an oft-repeated advice to succeed in the equity markets.
Longer-term returns are better when the prices at which assets are bought are reasonable and, in
many cases, close to crisis levels. Given this scenario it’s time to revisit the basic

Figure 2
18
Outlook Traveller:

Outlook Traveller is a monthly magazine from the stable of Outlook Publishing India Pvt.
Limited and the only significant magazine aimed at the travel reader. Every month since
June 2001 OT has introduced readers to the wonders of unknown destinations while also
encouraging travellers to take a fresh look at familiar places. Whether people are planning a
holiday, or simply dreaming of one, Outlook Traveller continues to take them closer.

Outlook Hindi:
Outlook Hindi is an exciting magazine mostly read by the modern and progressive readers.
Outlook Hindi is a complete current affairs and general interest fortnightly for the well
informed and concerned citizens, cultured people, conscious consumers, sensitive human
beings and sensible families. It tracks a wide range of issues from politics and policy,
economy and society to international affairs, literature and culture, personal finance and
films, travel and spiritualism, and family and relationships.

19
Outlook’s Transformation : Outlook has been on the forefront of investigative reporting,
political analysis, trends in the society, giving voice to the powerless, breaking stories in sports
and going behind the scenes in entertainment for over 25 years.

Now the magazine and the website are all set to begin a new phase—to disrupt the way news is
reported and presented in India. We will not spam the readers with an information overload. Our
aim is to take a 360-degree view of news development and bring fresh insight into the clutter in
other publications and portals. Our idea is not to chase the breaking new, our intent is to look at
news from multiple perspectives. In the new Outlook, the focus is on politics, culture and society
from the prism of social issues like caste politics, education policies, history of protests, the
danger of terrorism, army action in Kashmir and the North East, inflation and jobs, the business
of fashion. The Outlook covers are an artistic representation curated by well-known artists and
illustrators.

Outlook in its new avatar is a longform platform, designed to set a perspective that should lead to
a well-informed conversation. We value our discerning readers and we know they want credible
quality content.

The newly designed Outlook India, our digital platform is an extension of our magazine. We lead
the magazine stories to the web with more aspects on the same topic that we publish in the
magazine. We have additional sections on business and finance, sports, entertainment, travel…
and in the coming months we will add new sections on our digital platform.

20
Here are some of Outlook’s marquee events:

 Outlook speakout
Outlook Speak Out is one of the marquee events of the organisation which focuses on
Women Empowerment. As a part of the event we feature women entrepreneurs who are
dedicating their lives for the upliftment of the society and in the process inspiring
millions. This is an event has been held over the last many years.
 OUTLOOK
Outlook magazine that has been the informed choice of people since 1995 with a
whopping circulation in English and Hindi languages is organize every year an event to
recognize the innovations in the field of agriculture that has helped the farmers double
their income. This event is being organized in association with Ministry of Agriculture
and Farmer’s Welfare Govt. of India and the event is designed by Indian Council for
Agricultural research (ICAR)
 Outlook Business Smart Enterprise
This is our annual congregation to strengthen the co-operation between the private sector,
government and the SME clusters. The goal is to initiate, introduce and disseminate new
technologies, products, processes and business models. The format consists of in-depth
discussions on opportunities and challenges across various industry verticals.
 Outlook Business Leading Edge
Outlook Business Leading Edge is an event conceived for business leaders. Apart from a
perspective on the economic environment prevailing in the country today, one can expect
to gain from the insights on leadership challenges by some of the most accomplished
global management thinkers and CEOs of some India’s leading companies. It also
includes a bunch of new-age Indian entrepreneurs who have built their businesses to scale
reflect on the rough patches in the journey and how they rode the success.
 Outlook Money Awards
The prestigious Outlook Money Awards are instituted to recognize stellar performance in
banking, insurance, mutual funds and financial services in general. The Award has
always been attended by the leaders of the Indian financial sector. Many senior ministers
from the Government of India have been an integral part of the award.
 Outlook Traveller Awards
Incorporated in 2011, this annual event honours and celebrates the best in travel industry.
Attended by leaders in tourism and hospitality industry, the presence is also marked by
leading socialites, Tourism Boards, Travel Writers, Bloggers, etc
 Outlook Traveller Boutique Hotel Awards
An event to celebrate the best boutique hotels in India, it is attended by hoteliers and
boutique hotel owners.
 Responsible Tourism India Summit & Awards
Started in 2015, the Outlook Responsible Tourism Summit & Awards is the only
responsible tourism initiative by any media organisation in India. We are collaborators
with Ministry of Tourism and affiliate member of UNWTO. In this process, we engage
with start-ups, communities, operators, home stay owners, artisans and all other
stakeholders who are engaged in promoting responsible tourism in India

21
 Our Startup Initiatives
Most of our startup initiatives are under Outlook Business. Launched in 2006 has grown
to be the second most read business magazine in the country. In its new avatar, launched
in 2021, Outlook Business has four thrust areas – economic policy, startups, gender and
sustainability. Among these, ‘Startups’ gives readers a preview into the world of budding
entrepreneurs, emerging businesses, private equity and venture capital. Despite being the
youngest Indian business magazine, Outlook business has been breaking new ground
bringing to readers relevant business stories right from exclusive interviews, incisive
analysis, reports on policies and global events that are shaping the sector and bottom-of-
the pyramid innovations. In the last one year Outlook Business has showcased startups
twice as cover stories, apart from the hundreds of stories that are done every month for
the magazine as well as for the websites.

22
 REFERENCES

1) (Business, 2021), Available at: https://www.outlookbusiness.com/about-us

[Accessed 15 May 2021]

2) Available at: https://www.outlookindia.com/outlooktraveller/contact-us

[Accessed 5 May 2021], (Outlooktraveller, 2021)

3) Available at: https://www.outlookindia.com/outlookmoney/

[Accessed 10 May 2021], (Outlookmoney, 2021)

4) Available at: https://www.icra.in/Rationale/ShowRationaleReport?Id=79173

[Accessed May 2021].

5) Available at: https://economictimes.indiatimes.com/panache/panache-people-101/rajan-

raheja/profileshow/81707420.cms

[Accessed May 2021], (indiatimes/1, 2021).

6) Available at: https://www.ndtv.com/photos/business/the-indian-billionaire-class-of-2009-

1038#photo-10425

[Accessed May 2021].

7) Available at: https://www.statista.com/statistics/235829

[Accessed May 2021], (Department, 2021).
8) Available at: https://www.wikipedia.com

[Accessed May 2021], (Wikipedia, 2021).

9) Available at: https://www.dainikbhaskargroup.com/print.php

[Accessed May 2021], (dainikbhaskargroup, 2021).

10) Available at: https://www.indiatodaygroup.com/about-us.php

[Accessed May 2021], (indiatodaygroup, 2021).

11) Available at: https://www.spyglassintel.com/a-quick-publishing-industry-analysis-using-

porters-five-forces/

23
24