The India Today Group is significantly bolstering its digital presence with the official launch of two new verticals: ‘MO’ and a dedicated Health & Wellness platform. Announced by the Group’s Vice Chairperson, Kalli Purie, the strategic move aims to deepen its engagement with India’s diverse and digitally savvy audiences, particularly urban millennials and Gen Z. The launch is scheduled for August 27, coinciding with the festival of Ganesh Chaturthi.
‘MO’, a name derived from the term “mobile,” is designed as an Instagram-first platform tailored for an English-speaking, urban audience. It will serve as a counterpart to the Group’s highly successful Hindi-first platform, Lallantop, which caters to a different demographic in Tier 2 and Tier 3 cities. Purie stated that the idea for MO was inspired by her own teenage children, whom she calls her “focus group,” reflecting the platform’s commitment to creating content that resonates with the tastes and preferences of a younger, globally-minded generation.
In addition to ‘MO’, the India Today Group is also launching a comprehensive Health & Wellness vertical. This platform will feature expert-led content on topics ranging from fitness and nutrition to holistic well-being. The Group has already appointed Sonal Mehrotra Kapoor, a senior journalist and a certified nutritionist, to lead this new initiative. The vertical’s primary goal is to provide a “verified voice” in a crowded and often confusing wellness space, offering reliable information to a growing audience that is increasingly health-conscious.
By rolling out these two distinct verticals, the India Today Group is strategically diversifying its content and audience base, strengthening its position as a multi-platform media leader. This expansion reflects the Group’s ongoing efforts to innovate and adapt to the evolving media consumption habits of a modern, mobile-first audience.
Key Highlights:
- India Today Group is launching two new digital content verticals: ‘MO’ and a Health & Wellness platform.
- ‘MO’ is an Instagram-first platform designed for urban, English-speaking millennials and Gen Z.
- The new Health & Wellness vertical will provide verified, expert-led content on fitness, nutrition, and well-being, led by senior journalist Sonal Mehrotra Kapoor.
- The launch of both platforms is scheduled for August 27, as part of the Group’s strategy to expand its digital footprint and audience reach.