Forbes promises global content with Indian twist

Forbes, the the third largest US business magazine after BusinessWeek and Fortune, which yesterday launched an Indian edition,  Forbes India, says it will take on the role of ''the drama critic of Indian business.''(See: TV18 to launch Indian edition of Forbes today)

The launch of Forbes India, marks the first foreign publication to hit indian shores after the government slightly relaxed its stringent norms for the entry of such publications in India.

The publishers say the magazine would help readers connect the dots, form patterns and see beyond the obvious, giving them a completely different perspective. "In doing this, it will deliver sharp, in-depth and engaging stories by looking at global and domestic issues through an Indian prism," it said.

"I doubt there's been a better time to launch Forbes India. In the midst of economic doom and gloom, India's story is one of resilience in adversity and optimism for the future," Malcolm Stevenson ('Steve') Forbes, chairman and chief executive of Forbes Media LLC as well as the editor-in-chief of the magazine, said in a press release. The magazine was founded by Steve's grandfather Malcolm Forbes.

Forbes is coming to India in association with TV channel Network 18. Raghav Bahl, its managing director and editor, said at the launch in Mumbai that audiences in India would need content which was global but seamlessly woven into the genes of local Indian content.

"The Indian media landscape has had quite a few inflection points in its history. These are points when the rules of the game change and a new language of content emerges and the landscape alters fundamentally. We believe that this will be that inflection point for business coverage in the country," Bahl said.

Steve Forbes said, "We believe that the bottom has been reached in the financial crisis. Certain particular policies brought about the crisis and when those policies are changed, the economies in the US and the globe will recover, with India at the forefront." He added that it is a good time to be in India as it is about to make new booms.