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The Jurni, Tapping The Pulse Of Millennials, One Story At A Time
Creating a whirlwind of digital adventure with its daily dose of culture and travel!
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The Jurni, a culture and travel daily newsletter, teleports youth to a digital world that boosts their inquisitiveness. Reigning the hearts of global Indian millennials, it is curated for smart professionals.
Priyam Sharma, CEO and Founder, shares her experience of making it big in the country with The Jurni -
1. Tell us about The Jurni? What are your views about the newsletter readership trend in India?
The Jurni is a weekday email newsletter targeted at working professionals who have a deep curiosity about the world around them and want to learn from it. We created a newsletter for the things we felt were missing in our lives, and are glad to see this need validated by the sheer number of people who read and share The Jurni every day.
As far as readership trend is concerned, we feel India is well-positioned for the next creative revolution in media, taking a cue from the US newsletter market, and carving out a unique voice in this media sphere.
I have been observing media trends among urban professionals in the US and Europe for over a decade, and have seen a gap in the Indian market for concisely curated and clever insights on culture. Indian millennials have also matured and become busy professionals who continue to seek interesting content.
Also, while there are several emerging platforms for news in the country, no established player has been interpreting the contemporary zeitgeist for the Indian millennial, in the world’s largest millennial market.
2. How has the progress been for The Jurni since the brand launch? What are the expansion plans of the brand?
For a travel media start-up launched in 2019, The Jurni has surpassed our expectations. During the global pandemic, we witnessed tremendous growth to become the country’s largest newsletter of its kind, now with over half a million readers.
While we have grown rapidly in India, we are nowhere near saturation. At the same time, we have received interest from abroad as well, specifically Southeast Asia and the US, among a few others. Frequently our readers tell us how these markets need The Jurni.
In the short term, we are very much committed to India and seeing what happens over the next few months, while keeping an eye out for other viable markets. India lies at the intersection of a burgeoning economy of travellers who are digital natives, and undeniably, the size of this audience works in our favour.
In the long term, as and when we see how we can expand intelligently into these markets, we would consider it.
3. Why do you call it a millennial-friendly newsletter?
Over the last few years, India has become the world’s largest millennial market. Globally, millennials, or Gen Y, account for roughly 23% of the world population, or 1.8 billion people. In India, millennials are 34% (at 440 million) of the country’s total population.
Not just their sheer number, but fascinatingly, Indian millennials’ contribution to their national economy is also of significance. Millennials in India, unlike in other countries, are among the main breadwinners of their households. With the median age of the country at 28 years, India’s millennial population becomes especially noteworthy when compared with the ageing populations and workforce in the US, China, Germany, and Japan.
Our unique yet relatable voice is of a globally-minded ‘thirty-something’ year old working between ‘Zoomland’ and the office in India, facing the same daily quandaries we all do – from staying motivated at work during a global pandemic to wondering when it’s safe to travel again, to learning deeper insights on cultural etiquettes and the world around us.
4. What is the brand vision?
The brand vision has always been to serve as a ‘window to the world’ for Indian professionals, taking them metaphorically to lands far away; and in doing so, showcasing them on the world stage. As Indian millennials are now a formidable force across the globe, The Jurni becomes a vehicle to show the world how the largest workforce and millennial generation thinks and what they hope for.
5. What makes The Jurni different from other newsletters?
Most newsletters today either deal with hard news, or are complementary to the core activities of an organisation. No other newsletter focuses on researching and discovering unique insights from all around the world, in ways that can help the busy professional of today learn and grow.
The Jurni does just that. Our editorial team scans over 200 websites from across the world, every day, carefully selecting relevant stories for the inquisitive, culturally-inclined young professional – whether it’s a glimpse into Chinatown in San Francisco, a taste of coffee trends brewing in Australia, or hybrid work models springing up in Hong Kong.
Through an innovative media format, thought-provoking curation, and an ardent reader base garnered entirely through word of mouth, we bring the world closer to the Indian millennial, one Jurni at a time.
The Jurni is a short-format newsletter on culture, worklife and travel, it injects a zest for discovery, allowing its readers to think differently.
6. Lastly, tell us about the Carbon Offsite Initiative? How do you plan to execute it in India?
The pandemic has changed us all, in ways we are only realising now. As a publication with travel at its core, we are acutely aware of the impact air travel has on our environment, and want to inspire a generation of Indians to become more conscious travellers.
So, instead of producing ‘freebies’ for our captive audience every time they introduce a friend to our platform (which would only lead to further pollution), we have designed a unique referral programme that helps offset carbon emissions.
As a thank you to our readers for referring their friends to The Jurni, we fund the planting of trees in India. This idea came to my mind in February, and we were able to implement it within a few weeks. Our carbon offset program, our signature initiative, went live on Earth Day, April 22, 2021.