For a fashion and lifestyle newsroom, the sixth floor of the Times Internet building in Gurugram has an awful lot of cartons, both packed and empty, lying around. The shelves are stacked with unlabelled products; one of the cabins is now a storage room. The entire floor has been like this for more than six months now.
A freshly assembled team of 25 people, including some cosmetologists, scurries around, trying to do what all of digital media is desperate to manage—a way to make money beyond advertising. The plan is to build what Angad Bhatia, chief operating officer at Indiatimes Lifestyle Network, calls “a minicorn, if not a unicorn.”
To do this, Times Internet is betting on its fashion, lifestyle and pop-culture media vertical—Indiatimes Lifestyle Network.