Jaldi 5 with Tarun Rai: Beaten a new path with Good Food

23 Oct,2012

Good Food, the popular BBC magazine published in India by The Times of India group’s Worldwide Media, completed a year of publishing last week. And a very successful one at that, having achieved the mindshare of the discerning Indian when it comes to food-related content. MxMIndia interviewed Tarun Rai, CEO, Worldwide Media, a day after it celebrated the Good Food Day at Mumbai’s ITC Grand Central hotel.

 

01. When you spoke to us on the eve of the launch of ‘Good Food’ last year, you had said: “We are going into uncharted territory and we are beating a new path. There are dangers but as I said, somebody has to do it and we believe that the potential is huge”.  Now, a year later, as you celebrated your second ‘Good Food Day’, how do you look back?

It is good to be the first. While there are no precedents at least there is no baggage. The territory was unchartered but we believed the potential to be huge. We believed the timing was right too. The food sector in India was buzzing. People were experimenting with different cuisines both in their homes and while eating out. And we had a powerful magazine brand in BBC Good Food. And the last twelve months has borne that out. The response to the magazine has been fantastic from readers, the industry as well as advertisers. It, therefore, gave us immense pleasure to celebrate Good Food Day on October 21.

 

02. Was it tough walking a new path in a slowdown year?

We went about our plans and investment behind the launch. We were not going to pull back because of any perceived slowdown. We even invested in our 2000 square feet kitchen and studio to test all the 100-odd recipes in the magazine, three times. Triple testing of recipes is the promise that we make and we needed our own kitchen to test the recipes and to create new, original ones. At the end of twelve months we are ahead of our revenue targets.

 

03. Does it help having a surfeit of television food shows and food channels? Would you say they have fuelled the demand (and need) for an international-level food magazine like yours?

The shows on TV are another indicator of the new interest in food. Yes, they do help in creating the excitement around food.

 

04. Will you be looking at extending the ‘Good Food’ franchise to other areas like television shows and even food stores as well? (There’s a ‘Good Food’ food channel in the UK.)

The Good Food brand has a lot of potential beyond magazines. We are looking at various possibilities of extending the brand. We hope to launch a big property sometime early next year.

 

05. Now that a year is past us, what are the things that we can look forward to in the next year?

We are going to keep investing behind the brand in our second year. We will continue to work with the industry and our clients to promote our common agenda to encourage people to try out new cuisines. The Good Food kitchen will become the hub of a lot of activity be it Master Classes with chefs or other food events. The Good Food application and site, which is hugely popular in UK, will also be launched in the year. We have beaten a new path and it has turned out to be a very exciting one.

 

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One response to “Jaldi 5 with Tarun Rai: Beaten a new path with Good Food”

  1. M.Krishna Kiran says:

    When was this story written? There is no dateline. Please correct me if I have missed the same.

    I do not find dateline for stories that appear on your site.

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