TIL launches women specific portal iDiva.com

Times Internet Limited (TIL) has launched a portal dedicated to women, iDiva.com. The website was launched on January 19, 2009.

The site has various tools which women can use including 'BIOclock' which keeps a track of the menstrual cycle; 'Fit 'n Fab' which tracks the diet and sets exercise regimes and goals; 'Always In Style' which gives personalised fashion and beauty solutions for a new look and 'iDiaries' which has reader contributions, celebrity and photo blogs; an astrology segment which offers a choice of Chinese Zodiac, numerology, tarot readings, Feng Shui, and a DIY guide.

It is quite an interactive site; the tools and applications require active participation by the users, and content can be contributed, commented upon, and rated by the users. iDiva targets Indian women, age 20+, primarily from the metros and 40lakh plus towns.

What was the idea behind launching iDiva and how is it positioned? Sunil Rajshekhar, president and COO, TIL said, "If we look at the online space today, we will realize that there are very few destinations that actively cater to the needs of the modern Indian woman. Sites are either excessively westernized with western content that has limited relevance to Indian women, or are even regressive, confining themselves to a very small percentage of content areas that women are seeking out. iDiva seeks to fill this gap."

What are the kind of brands that would be interested in such a site? Said Rajshekhar, "Any advertiser that has products meant for women would be welcoming this property, as this is one way in which he can reach his audience; this would cover organizations from the FMCG, health, retail, and entertainment industries. However, this is not all; any advertiser who wants to address his communication to women, regardless of what industry he's from, would find this an ideal platform. This would cover industries like finance, auto, career, etc."