What distinguishes FHM India from its British brother?
Well, it’s definitely not the “my brother, from another mother” scenario. The basic DNA is the same – the tone, the attitude, and most importantly, the sense of humour. Humour – or rather our unique brand of humour is one of FHM’s key USP worldwide. On those count, both FHM India and FHM UK are the same. Having said that, FHM India has been adapted to be in sync with Indian ground realities. Let me put it in perspective. In UK, Bauer (FHM’s parent company) brings out FHM, Arena, Zoo, Mojo, Q and Empire among hundreds of niche titles. You want tits, asses and sports juice, you pick up Zoo; you want men’s lifestyle sprinkled with hot girls from around the world, get a copy of FHM. You want deeper stuff head for Arena. In music, you can choose between Mojo and Q from just one publisher. UK has a highly evolved magazine market. In India, that is not the case. …. and the readers? Indian male psyche is culturally and socially distinct from its British counterpart. As Kareena Kapoor put it
