Sanjeev Kapoor to launch food magazine; food channel in the pipeline

The monthly magazine's motto will be 'Eat well, live well'

Chef Sanjeev Kapoor of Khana Khazana fame is launching a food and wellness magazine titled SK. The monthly has 'Eat well, live well' as its focus and is expected to hit the newsstands in mid-March. SK is being launched in a joint venture with Impulse Marketing, a direct to home marketing company.

Tentatively priced at Rs 100, the magazine will have an initial print run of 25,000 copies. In seven to eight months, the company hopes to increase the figure to 1 lakh copies.

Sanjeev Kapoor says, "Till now, we had cook books which have only recipes. SK will be much more than that. It will also be more than just Sanjeev Kapoor and have interesting inputs from other chefs, readers and writers."

Talking about his role in the magazine, Kapoor says that he will be a part of everything. "Be it the marketing plans or content and branding, I'll be take an active interest in everything. We will change the way people look at food related magazines," he adds.

On an average, the magazine will have 100 pages, out of which 30 per cent will be dedicated to advertising. Advertisers across categories, including household products, food and kitchen items are being targeted, apart from advertisers of women's products and lifestyle goods.

The content mix of the monthly will have five main sections which will deal with homemade food and dishes; restaurant dishes, food when travelling; beverages; and food that promotes wellness.

Though the magazine will be available at the newsstands, the primary mode of distribution will be direct to home. The core target group of the magazine is women aged 25-35 years belonging to SEC A, B.

Kapoor also plans to launch a 24 hour food channel within a span of six months. "We are working on the channel and hopefully, it will be up in another three-six months."