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Fork Media launches women’s fashion content portal Hauterfly

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Mumbai-based advertising technology firm Fork Media has launched Hauterfly, a fashion and lifestyle website targeted specifically towards millennial women in India. The website is a discovery and shopping platform for brands. Fork will launch a digital vertical called Superfly for men soon, targeted at urban Indian men, with style content.

Samar Varma, Fork Media’s CEO said that launching Hauterfly was a natural step for the company, given its focus on native advertising. He added that Fork plans to incubate and fund other content verticals under the Fork Media network.

Hauterfly was launched by Zahra Khan, who will be the CEO and editor in chief. Khan has previously worked with Harper’s Bazaar, Mint Lounge, Cosmopolitan, DNA After Hours, Hello! India, Mid Day, Pune and Bombay Times. She has also worked as a part of the team that launched, marketed and distributed luxury brands Gucci, Jimmy Choo and Bottega Veneta in India when they launched.

Spid stake: Last month, Fork Media acquired an undisclosed equity stake in WiFi ad network Spid, for building an alternate ad inventory space and leverage Spid’s technology. Spid is present in over 1,200 locations including major airports, restaurant and cafe chains such as McDonalds, KFC, Starbucks, and Costa Coffee. Fork Media will use Spid’s platform to know the a user’s location and deliver relevant advertising.

Fork Media was founded by Verma and Upen Rai in 2013 as part Ant Farm, former Times Internet CEO Rishi Khiani’s incubator. Through its flagship platforms, it provides a suite of native advertising solutions for publishers that enables them to activate, deploy and manage ad placements across media properties. It claims to have publishers like HT Media, The India Today Group, The Hindu, and The Daily Mail on board its platform.

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Other developments in the digital media space:

– Earlier today, Delhi based POPxo, a website which details pop culture in the Indian youth, raised $1.98 million from multiple investors for expanding editorial operations for English and Hindi languages, launch new verticals, scale its video production and launch new mobile app features.

– In September, online news and views platform YouthKiAwaaz raised Rs 4 crore (~$600,000) in a round of seed funding from Raghav Bahl led Quintillion Media. The platform would use the funding for expanding its team and business and investing in technology. Founded by Anshul Tewari, YouthKiAwaaz claims to completely crowdsource its content.

– In August, media company YourStory raised an undisclosed amount of funding in a Series A round of funding from multiple investors. The company said it would use the funds to launch a tech portal that would publish original stories in various Indian languages starting with Telugu, Bengali, Hindi, Marathi, Kannada and Tamil.

– The same month technology news portal iamWire raised an undisclosed amount of funding from China-based investors and high net worth individuals in India.

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Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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