parenting

Parental Guidance
A&M, 15 Jan 2000


"INDIAPARENTING is a one-stop shop for parents," says Nirali Sanghi, president and chief executive officer, DataMagic Websolutions Pvt. Ltd (DWPL). She's talking about indiaparenting.com, a portal on the Internet, a venture she started with Rs. 15 lakh in July 1998. At the outset, the website's core idea was to put up something for new mothers. Today, it has 2,000 pages dealing with a wide range of parenting aspects starting right from preconception, pregnancy, childbirth, newborn care and diet, child development, common childhood illnesses, to tips on raising children, among other things.

"The portal is particularly meant for expectant or new mothers. We have a panel of doctors, including gynaecologists, paediatricians, radiologists, cardiologists, neurologists, speech pathologists and dentists, to give expert advise on online queries," says Sanghi. It even has a name bank. Hit the site to access as many as 3,500 Indian names and all traditional home remedies, mundan, the naming ceremony, et al. There's something for grannies too. The profile also includes stories compiled from the Ramayana, Mahabharata, Panchatantra, Akbar and Birbal cameos, nursery rhymes and even prayers in various Indian languages.

Overall, the portal serves as an interesting parenting healthcare address targeting Indian parents all over the world. The site is quite strong on content and design compared to pregnancy.com, babiestoday.com, and others. 

Sanghi aims to attract over 20 million page views of the website in the next 12 months. Considering the online population of India (which is nearly 1.45 million), the current average of over one million page views every month (that is what the company claims), suggests a major share of eyeballs. Enough to attract companies such as Procter & Gamble (P&G) and Johnson & Johnson which have put up their banners on the site. That's where the revenues come from.

DWPL hopes to break even within the next six months. The Mumbai based company has a couple of more websites up its sleeve. Separate sites on women, kids and teenagers. Are sites such as pitara.com listening?
 
 

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