Priya Tanna is the editor of fashion bible Vogue India. The magazine's circulation stands at 50,000 with a readership of 300,000 approximately. BizAsia.co.uk spoke to Priya about the success of the magazine and her media career of 15 years so far.

How did Vogue India come about and how did you become
its editor?

I've been in media for close to 15 years now, have launched several new publications including Femin Girl, Rouge and After Hrs.

However, through all my reading and writing years I have had a very special relationship with Vogue. I've been an avid reader for over 20 years now, using up even my first pocket money to pick up a US edition of the magazine, aged 12. So I guess it was part destiny
and part the head hunters that brought me and Vogue together.

I joined Conde Nast India in November 2006 and launched the magazine in October 2007.

Condè Nast has been watching the Indian market with great interest for several years now but there are three reasons we decided to launch Vogue, our flagship brand. Firstly, the last three to four years have seen unprecedented economic growth in India and this in turn has created an explosion in the numbers of the affluent.

Secondly, the regulatory change made recently allowing 100 per cent [foreign] ownership in the non-news and current affairs category was a huge incentive to set up a wholly-owned subsidiary of Condè Nast in India. This completely changes the dynamics of the business for us compared to our competitors who are all licensed brands. It has increased our appetite to invest and given us a more long-term view of the market.

Finally, the lifting of FDI in single-brand retail has resulted in the entry of many major luxury and fashion brands. This is a key factor in the success of our business model as they are key Vogue advertisers.

Is there a market for Vogue India today?

We believe the Indian consumer is ready and in fact has been waiting for the right product in this category. Her interest or awareness of fashion, beauty and some of the luxury brands is constantly increasing and evolving. She is looking for information and some amount of education and we believe Vogue India will give her that. We want Vogue to help her evolve and celebrate her personal style.

In fact, the good thing is that our research revealed that there are high levels of brand awareness for Vogue among the target audience and it already has a strong association with fashion.

How different is the India version from Vogue UK or Vogue USA?

Each Vogue maintains a common thread of being the ultimate style bible and yet takes on the flavor and personality of its respective country. India is no different. An international quality magazine for the Indian reader. Whether our content has been accessed from a wide data base of other Vogues or whether it has been produced in house by our team of highly skilled writers and stylists, the `Indianness` will be palpable right through the magazine.

What particular challenges will you face to make Vogue a success in India?

Vogue India has rapidly dominated the women's magazine market, far surpassing expectations in both circulation and advertising. The response from consumers, advertisers and distributors is overwhelming.

What has been your personal highlight of the past year at Vogue India?

Just being a part of the process of creating what is not just a magazine, but the most defining institution/word and arbiter of fashion has been a high on its own. Every day has brought with it a new learning curve, a new high and added a new dimension to my role as the editor.

Any regrets in the past year?

Missing Marc Jacob's A/W collection as I had to rush back to India! It is a beautiful collection.

What is the future of Vogue in India, eg how will cope with the increasing competition?

Condè Nast India is a 100 per cent wholly-owned subsidiary of CN International. This completely changes the dynamics of the business for us compared to our competitors who are all licensed brands. It has increased our appetite to invest and given us a more long-term and serious view of the market.

Vogue India is the ultimate platform for the luxury and fashion advertiser in India. We have already captured more than 50 per cent of the advertisers in the luxury space. Given that the highest circulated international fashion magazine, by our estimates, is no more than 20,000 there is a huge gap that we see as potential
for Vogue. The other magazines are even smaller ranging from five to 7,000. India is ready for Vogue and Vogue is ready for India.

What is the future of Mumbai?

As far as fashion goes, with the brand boom, coupled by the growth and maturity of our home grown labels and the arrival of Vogue to take the most fabulous fashions from the runway and take them to the lives and wardrobes of our readers, Mumbai's infatuation with fashion has blossomed into an affair to remember.

Interview by Hamant Verma, editor of Eastern Eye for BizAsia.co.uk