Fork Media unveils lifestyle content platform Hauterfly

Advertising technology company Fork Media Pvt. Ltd has rolled out online content platform hauterfly. Targetted at millennial women, the website will carry fashion and lifestyle content.

"The launch of the platform is in sync with the company's plans to offer premium digital content in the lifestyle space," said a company statement.

The company is also looking at launching another online content platform called Superfly. This site will have content targetting urban Indian men.

"Hauterfly is our first step towards building strong publishing assets under Fork. We see it as a natural progression, considering our strong focus on native advertising," said Samar Varma, CEO, Fork Media. "The plan is to incubate and fund many more such disruptive content verticals under the Fork Media network with an objective to build a stronger connect with our audiences.

The new site is headed by fashion and lifestyle writer Zahra Khan. Khan was earlier a freelance writer for lifestyle supplements of national dailies including Mint Lounge and DNA – After Hours, apart from Harper's Bazaar and HELLO!

"As an independent, digital-first media startup, we're setting the standard for premium lifestyle content online. Our audience connects with content in a way that's very meaningful for brands, leading users from an editorial experience to a shoppable one," said Khan.

Fork Media was started in 2013 by AntFarm, a digital media internet company headquartered in Mumbai. Fork Media, in turn, has launched two ad platforms Brand Press and Impulse.

According to several media reports in January this year, AntFarm had plans to raise $20-30 million.

Led by former Times Internet Ltd CEO, Rishi Khiani, Ant Farm had launched a fashion e-commerce venture, Stylista, in 2013.

Last, year Ant Farm acquired online food delivery venture Meals on Wheels. It had also unveiled plans to merge Meals on Wheels with its grocery and essential products ordering platform Scootsy.