Times Group reaches lucrative market with wedding magazine

By Puneet Sharma

With 10 million weddings happening every year in India, the US$24.5 billion wedding industry is growing at a phenomenal rate of 20% to 25% per annum.

Indian weddings are known to be lavish with multiple ceremonies involving the extended families of the bride and groom, friends and well-wishers.

Wedding Times, a monthly magazine, is a print intellectual property of the Times Group and was launched in January 2013. The editorial content of the publication focuses on a wide variety of reader interests, including trousseau, jewelry, grooming, fitness, wedding and honeymoon destinations, wedding planners, gifting, celebrity marriages and more.

In addition to these topics, the editorial content also touches upon tradition, relationships, astrological predictions, celebrity couples, and interior design. 

Wedding Times is a hybrid product of a newspaper and a magazine. It has a circulation and reach of a newspaper and the shelf life and quality of a magazine.

In India, most other wedding publications come with a high cover price, which narrows their reach drastically to a very specific audience and limited circulation. Wedding Times, however, is provided free of cost along with our news daily The Times of India. 

It is the largest circulated wedding-focused magazine in India. Each month, 800,000 copies of the magazine are circulated in eight cities — Mumbai, Delhi, Bangalore, Chennai, Kolkata, Pune, Ahmedabad, and Hyderabad.

The circulation is selective and reaches out to the crème-de-la-crème of society in these cities. But because it’s delivered with the newspaper and not targeted toward a narrow target market, we’ve made weddings a mass consumption topic.

Times Group launched the publication to provide an avenue for advertisers that wanted to reach people spending money on and for weddings.

Additionally, publishers wanted readers to receive access to quality editorial content about everything related to weddings and wedding planning. Because weddings are such a large expense and much anticipated in nature, the publication addresses a cross section of needs of the readers. 

We faced minimal challenges with Wedding Times, but one thing that was a bit difficult was the initial low advertiser buy in. However, once the product was launched and advertisers were clearly able to see its value, paid advertisements followed.

Since inception, Wedding Times has successfully added more than 100 advertisers from segments like jewelry, retail, accessories, cosmetics, clothing, designers, automobiles, and real estate, among others.

Some of our esteemed clientele include Malabar Gold, Fab India, World Gold Council, Shoppers Stop, LifeStyle, Pantaloons, Future Group, TBZ, Joy Alukas, Gehna, Shobha Asar, PC Jewellers, Nalli Group, Jade Blue, PN Gadgil, The Mobile Store, Spice Telecom, and Food Hall. 

In addition to Wedding Times’ printed edition, the publication has an online presence through its Facebook page and Twitter handle (@weddingtimestoi). These allow for reader engagement through contests and updates. 

We have also extended the Wedding Times brand to on-ground events like the Wedding Times Fashion Fiesta, a fashion show to showcase wedding-related merchandise of designers in the jewelry, trousseau, and accessories space.

About Puneet Sharma