Delhiites Magazine Redefines Luxury Media and Champions Local Brands
In a media landscape often dominated by global giants, creating a hyperlocal luxury brand that can hold its own against international competitors is no small feat. Sagar Sondhi, the Co-Founder and CEO of Delhiites Group, has done just that. Drawing inspiration from Sir Richard Branson, Sagar has transformed a boutique magazine into a 360-degree lifestyle ecosystem that includes awards, events, a polo team, and now, an e-commerce platform for homegrown brands. His journey is a masterclass in evolving a brand to meet the diverse needs of a city while staying true to its roots.
The Genesis: Filling the Void in Luxury Lifestyle
The story of Delhiites Magazine began not in a boardroom in Delhi, but on a flight to London. As a child, Sagar Sondhi was captivated by the Virgin Atlantic experience and the visionary approach of Richard Branson. Later, while studying in London, he discovered Time Out magazine, a publication that intimately connected readers with their city. He realized that Delhi, a city rich in culture and luxury, lacked a similar voice.
"I was very surprised that when I actually did research, there was nothing of that sort back home in Delhi or in India per se," Sagar recalls. This realization birthed Delhiites Magazine in 2013, envisioned as a medium to connect the city's residents with its vibrant lifestyle.
However, the entrepreneurial journey is rarely smooth. On the very first day of operations, Sagar learned that Time Out itself was launching in India. Suddenly, his startup was pitted against the very global giant that had inspired it. Instead of backing down, Sagar leaned into his competitive advantage: a deep, authentic understanding of the local market. By adding local flavors and getting celebrity columnists like Shahnaz Husain and DJ Aqeel on board, Delhiites Magazine carved out its own niche, eventually outlasting its inspiration in the Delhi market.
Building a 360-Degree Lifestyle Ecosystem
Sagar didn't stop at print. Understanding that a modern media brand must live where its audience lives, he expanded Delhiites Group into a multi-faceted entity involving events, awards, and sports.
Recognizing Excellence: The Delhiites Awards
To deepen the brand's connection with the city, Sagar launched the Delhiites Lifestyle Awards in 2017. Unlike standard industry awards, these were designed to celebrate the city's spirit, honoring exemplary personalities from Naval Chiefs to medical pioneers like Dr. Naresh Trehan.
The Ecosystem Strategy
Delhiites Group successfully expanded into four major Intellectual Properties (IPs):
- Delhiites Lifestyle Awards: Celebrating exemplary personalities across fields.
- Icons of the Year: Felicitating individuals for specific achievements.
- Food & Nightlife Awards: Recognizing the boom in Delhi's culinary scene.
- Top 50 DJs of the Year: A unique platform giving recognition to India's unsung musical talent.
Entering the Sport of Kings: Delhiites Polo
Perhaps the most audacious expansion was into the world of Polo. Observing that major tournaments at the Delhi Polo Ground were dominated by teams from Jaipur, Jodhpur, and Mumbai, Sagar saw a glaring omission: there was no home team for Delhi. Thus, Delhiites Polo was born.
Competing against established teams owned by industrial giants like Jindal Steel and the DS Group was a David vs. Goliath battle. Adopting an IPL-style model, Sagar brought in sponsors to acquire top talent. The strategy paid off spectacularly when Delhiites Polo lifted the Maharaja Hari Singh Memorial Cup and reached the finals of the Indian Masters, defeating the defending champions along the way.
IndiaByLocal: Championing the 'Vocal for Local' Movement
When the 'Vocal for Local' campaign gained momentum, Sagar saw an opportunity to pivot his business model towards e-commerce. He launched IndiaByLocal.com, an exclusive marketplace dedicated to homegrown Indian brands.
The platform differentiates itself from giants like Amazon by offering a curated space where Indian brands don't have to compete for visibility against international conglomerates. "We are not selling Vivo and Oppo; we're selling Micromax and Intex," Sagar explains. "When you come to our website, you only see Indian brands."
IndiaByLocal Traction
- Growth Speed: Onboarded over 30 brands in the first 45 days.
- Brand Partners: Includes recognized names like Colorbar, Tecno, and innovative local startups.
- Vision: Taking "Local to Global" by targeting the Indian diaspora in Dubai, London, and Canada.
Overcoming Challenges and Future Vision
Sagar's journey is defined by his resilience. Whether competing with Time Out in media or industrial families in Polo, he has consistently found ways to innovate. His advice to young entrepreneurs is grounded in this experience: believe in your idea even when others don't.
"The day your venture or your initiative can bring even 0.1% of a difference in the society... your venture will be successful," Sagar asserts. He emphasizes the immense potential of the domestic market, urging founders to cater to the 1.3 billion Indians before looking West.
Key Takeaways for Entrepreneurs
- Test the Waters: Don't be afraid to execute an idea. If it fails, you learn; if it works, you scale.
- Leverage Local Knowledge: Global giants may have deep pockets, but they often lack the nuance of local culture. Use that to your advantage.
- Build an Ecosystem: Don't just build a product; build a community around it through events, awards, and shared experiences.
- Look for the Gap: Whether it was a missing magazine, a missing polo team, or a platform for local brands, Sagar found success by filling voids others ignored.
From a boutique magazine to a diversified lifestyle group, Sagar Sondhi's journey with Delhiites Group illustrates that with the right mix of passion, innovation, and local pride, it is possible to build a legacy that resonates deeply with people.