Mashable has launched Mashable India, a local edition of the popular website, in partnership with India.com. The company has a dedicated editorial team based in Mumbai and New Delhi for coverage from India, and will publish articles from Mashable’s international website.
Approximately half of Mashable’s 50 million monthly unique visitors come from outside the US, with India being a top five market for the company.
In February, we reported that India.com entered into a partnership to launch Mashable in the country. India.com is a joint venture between the Zee group and Jay Penske’s Penske Media business. This is India.com’s second international partnership, having (somewhat) launched Bollyvod in partnership Voddler. However, as we had mentioned then, it’s not clear why an online publication that isn’t restricted by physical boundaries needs to tie up to launch in a country.
Note that there is precedence to this partnership as Times Internet had partnered with a large number of International publishers, including Gizmodo, Lifehacker, Business Insider, HuffingtonPost India, Adage, ReadWrite, Remodelista, Techradar, IGN India, AskMen, Pursuitist, among others, to launch local editions.
Mashable India will continue Mashable’s global expansion, which began last year with the opening of a UK office, while also adding reporters in Australia and building a strong network of global journalists. The platform recently also launched an Asia edition.
MediaNama’s Take: For Mashable, it’s a flag on the global map without having to run the operations or, more importantly, the sales, while for India.com, this is a great means of audience acquisition: the company adds another well known tech brand to its portfolio, along with BGR, and gets more unique visitors and pageviews to pitch to agencies.
However, similar to the Times Internet’s partnerships, Mashable India currently hardly has any India specific reportage, with most of it limited to gossip articles/listicles. This generally offers readers very limited benefits of switching to the local website, with the local tag being mostly a namesake. We hope that that changes, and there’s quality Indian content published online.