Vantage point

Outlook Business is now six years young. For me personally, it’s been a little over two years editing the magazine, and every minute has been greatly exciting. What fuels the excitement is the constant feedback from our readers. Especially after our re-launch in January this year, the feedback from many of you has been overwhelming, and that, I am glad, is being reflected in our sales and subscription numbers as well.  Our efforts, as we said in the first edition of the re-launched issue, will be to live up to our tagline — Think beyond. Stay ahead. 

The idea for this issue took shape a few months ago, when in one of the fortnightly edit meetings, Senior Sub-Editor Patanjali Pahwa talked about the rising popularity of soccer schools. Though it was a trend idea suggested for the enterprise section, we thought, perhaps given some more time it could evolve into a bigger story featuring Manchester United and the like. But then as the meeting progressed, it was mentioned that many companies are consciously weaving brand strategies around the 15-25 age group. Assistant Editor Rashmi Pratap brought up how smartphone maker Blackberry was now pitching itself as a youth brand in India, and also how footwear giant Bata was shedding its dowdy image and coming up with trendy designs appealing to the young. By the time we had finished, we were certain we could pull through a special edition on businesses that were evolving around the youth. Since Patanjali was the youngest amongst us, he was the natural choice to edit the issue. 

And then, there could not have been a better date in the calendar than our anniversary issue to talk about a generation that is defining India’s future. Despite all the current talk of gloom, it is among our distinct strengths and one that needs to be harnessed. As clichéd as it may read, if we do not get it right, we may end up reaping a whirlwind.  

So here it is, a special issue dedicated to the youth economy. By and large, we have focused on the success stories out there and, most of them, like it or not, happen to be multinational brands. As for why there are not many Indian brands for the youth to flaunt, that is a topic perhaps for next year’s anniversary issue.  Once again, readers, we would like to thank each of you for your continued support. Do write in, as always, with your feedback on this issue.