Nevanta.com is a new website, rather a video web-magazine launched by Nevanta Media Technologies Private Limited which features high-def videos of fashion, celebrities and entertainment catering to women, accessible on their computers and smartphones. The website provides women with information on all things fashion by sharing well known to underground stores, designers and trends in a video format. The content is targeted at urban and NRI women between the ages of 18 and 34. Nevanta.com aims to be a direct connect between designers, celebrities and their audience.
Nevanta was founded by Sunija Rishi, an entrepreneur and marketer along with Atasi Chatterjee, an online marketing specialist with the backing of Sheelika Ravishanker, a senior management and HR professional. The concept of Nevanta came about “from the lack of comprehensive information available online for the young Indian woman on fashion, shopping and trends,” says the company. Sunija Rishi says, “In today's world, we see that business models are constantly changing with the adoption of the internet. It's a paradigm shift from the way we have done things in the past and the introduction of the internet into the traditional business models has enhanced them to be faster, cheaper and better. Nevanta.com leverages the Internet and video to disrupt the traditional way fashion based content is generated for TV or the fashion magazines, changing the way content is created, shared and consumed in today's world.”
She further goes on to say the there are multiple studies showing that women are the driving force behind social web and ecommerce today. Comscore says women are the majority of users of social networking sites and spend 30% more time on these sites than men. Nielsen says mobile social network usage is 55% female. The company, eventually, aims at establishing e-commerce ties and collaborations with Indian designers to make it easier for the NRI and urban customer to avail of their fashion even if they don't live in the same areas as the designer's studio. Their business model currently looks at money coming in from advertising, product placement and sponsorship.
Nevanta is an all woman organization, from the fresh recruits right up to upper management. The content is produced by young ladies taking on roles of producers and writers. So far, Nevanta.com has already covered events like the Mumbai, Pune, Bangalore and Kochi Fashion weeks, profiling designers like Tarun Tahiliani, Vikram Phadnis, Archana Kochhar, Ritu Beri, Deepika Goving, Anita Dongre, Ramesh Dembla and Adam Saaks. Designers like Megha Grover, Rahul Singh, Harshita Punjabi, Saloni Chavda and Bhumika Grover are also designers that have been introduced.