#MediaMinds2: ILN CEO Angad Bhatia on the unique mix of content & commerce

He sees a lot of surge in the demand for online products backed by good content

NEW DELHI: Standing at the unique crossroads where commerce meets content, MensXP founder and Indiatimes Lifestyle Network CEO Angad Bhatia is leading one of India’s top content platform to a completely new realm. His world of content-led-commerce is driven by editorial data and works on the foundation of community-building that can rally behind the unique stuff his in-house production team is creating.

Opening season two of’s Media Minds, Bhatia shares his thoughts on content, commerce, and content-led-commerce in terms of the modern world, how the Covid2019 pandemic has impacted his plans of curating brick-and-mortar shops for a range of products led by content properties like iDiva, MensXP, and What’s Hot. 

Speaking about the publishing company’s foray into the unique world, he says, “We definitely see a surge in demand and of course the convenience of online is going to contribute to a major share in the industry. I think what we have done is that we have taken this opportunity to our advantage and we have really thought very deeply; if we have to create products, which are genuinely going to last longer, to be built on tenets of environment, affordability and can last longer.” 

Highlighting the process that goes behind creating these unique products, Bhatia notes that his team looks that the white spaces that exist in the marketplace through editorial works and then include the community of millions of followers in taking decisions about what products they require. “We don’t have a robust strategy to tell us what our sourcing should be or we are not mining external data. All we are doing is mining around (editorial) data and figuring out what type of products we should be creating and sourcing.” 

To know more about his model of content-led-commerce and his thoughts on current industry trends, watch

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