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Accentium Web Acquires Women Focused Portal SitaGita

Accentium Web*, has acquired SitaGita.com’s parent company SitaGita Com Limited. While the acquisition was made in April 2012, the company made it public, yesterday.  Prior to April 2012, Accentium held a small share in the company, however, post that, it has acquired a 100% stake in the company. The financial details of the acquisition were not disclosed.

SitaGita.com is an online content and community destination targeted at Indian women. The company claims that the website currently gets 800,000 unique visitors per month. Following the acquisition, the site has also introduced a new UI. The website features content related to beauty & fashion, relationships, parenting, health, lifestyle, entertainment, career, shopping, and also features a discussion community.

The new design has also added the ability to share content on social networking sites like Facebook, Twitter, and Pinterest. Vivek Pahwa, founder of Accentium Web, told MediaNama that they plan to make the portal more community driven and for the same, have revamped the community discussion forum adding more topics. As for advertising, the company will use ad agencies as well as direct tie-ups.

Founded by Vivek Pahwa, Accentium currently manages Taaza.com, StudyNation.com, and SecondShaadi.com. In 2011, the company sold Gaadi.com, an auto portal, to MIH Group (Naspers). Apart from that, Accentium also runs AdLift, a full service digital marketing solutions provider.

Other Players

SitaGita.com essentially competes with Times Group’s iDiva.com and India Today’s Wonderwomen. However, Pahwa told MediaNama that unlike these two sites, SitaGita.com plans to focus on community driven discussion groups. As we mentioned in our post tracking the launch of VuClip’s women focused video channel, from an advertiser perspective, women are a key target audience, so there is a tangible business opportunity in creating a property focused on this segment to pitch to advertisers. But we’re not sure about the gender-based-split between Internet users.

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 *Accentium Web has been founded by Vivek Pahwa, who is MediaNama Editor Nikhil Pahwa’s cousin.

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