British tabloid, The Daily Mail, has introduced a dedicated edition for India on its digital platform, Mail Online, reports The Guardian. In fact, the edition has been dubbed as Mail Online India and is co-branded with the Indian newspaper, Mail Today, in which, The Daily Mail has a 26% stake, while the rest is owned by The India Today Group. India has a foreign direct investment limit of 26% for newspapers. Mail Today still doesn’t have its own website, and mailtoday.in still redirects to the epaper. However, Mail Today stories are integrated into the India Today group properties, hosted at Intoday.in.
At the time of writing this post, the India section is just a single page, with no tabs for sections, but the page itself has a spread – hard news, celebrity gossip, sports news from India Today, Global news and opinion pieces from Mail Today. A column on the right hand side is reserved for tabloid news from The Daily Mail and some World news. The top navigation menu for the India page is rather confusing, since it lists sections (books, food, property, motoring and others) but that is for UK based information.
It appears that this site is essentially about targeting the UK audience with India specific content, but is a limited deployment, depending on that the Daily Mail senses is necessary for the UK market. In comparison, The Wall Street Journal has an Indian edition and even a Hindi blog, BBC.com has an India section, and the New York Times has an India Ink blog.