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Going towards its 20th year now, Verve has been at the vanguard of the lifestyle industry in India since its inception. Being India's first fashion and luxury monthly and targeted as the spirit of today’s woman, it celebrates the interests of the multifaceted contemporary global Indian, including fashion,beauty and style, glamour, arts and culture, travel and wellness. The editor and publisher, Anuradha Mahindra, has received top billing in Avenue Asia's list of Indians involved in the media. More than just a magazine that reports and interprets, Verve is a catalyst for conversations around contemporary Indian culture in the world, and these conversations take place between the pages of the magazine, on the internet as well as through several Verve-organized offline event initiatives: Verve is a magazine about the international Indian woman who rubs shoulders with the world with confidence and élan. She belongs to a high-income group and is well aware of the latest trends and styles, be it in fashion, the arts, cuisine or world events. Verve appeals to the intelligent, urbane, educated and affluent woman. She would be 25 years of age and above. She is likely to be an independent entrepreneur or a corporate professional or a socialite. She is well-travelled, fashion conscious and appreciates luxury with a side to her that is culturally sensitive with aesthetic sensibilities. Overall a multi-faceted, stylish and glamorous woman. All in all, the Verve reader looks upon the magazine as an invaluable lifestyle resource for the best in contemporary urban Indian living.
The ‘offbeat’ wedding is the latest trend, in which tradition is eschewed for alternative or even subversive celebrations. The new-age urban dulhan refuses to hide under yards of zari, her head weighed down by bejewelled maang tikkas. Our cover girl Athiya Shetty questions the anxious rush to get married before 30 and speaks of her desire for an ‘imperfect wedding’, echoing the now-common opinion among many career-oriented women. With this issue, we delve into the smaller and more intimate ceremonies that have been gaining in popularity, perhaps a consequence of the increase in the average age of marrying couples. Grab a copy of our September bridal issue and use it as a rulebook for how to be the coolest bride ever.