Dear Readers,

Happy New Year!

News from our end is that AlooTechie is DEAD. Or in other words, has just had a rebirth and donned a new name. From today, we are INDIA DIGITAL REVIEW. If this is an end of an era, then why bring an ongoing era that was so close to our readers’ lives, to an end? On the other hand, if it is a new beginning, did our readers really need that?

For six years, we have been AlooTechie and people lovingly called us Aloo, AT and even at times AlooTikki. Our taglines changed from ‘ITs a mad World’ to ‘Whatever matters in the Indian Online Industry’ and to the more recent one of ‘news, views and some gear for the Indian Online Industry’, but AlooTechie’s essence of being the Indian Online Industry’s mouthpiece remained constant. So the question arises that with this change, does AlooTechie’s essence also change?

We at AlooTechie have closely tracked the evolution of the internet industry in India from the New, New Thing to today’s large, highly mature industry. Along with the industry, the community has evolved with readers’ focused on multiple segments and aspects of the digital industry. We could see this reflecting in the content and personalities that AlooTechie was engaged with. The variety among enterprises and the scale of the organizations in today’s Indian digital industry are very different from those six years ago.

The expanded coverage and reach of the platform necessitated a rebranding to reflect the real essence of what we are doing today. The name ‘India Digital Review’ captures what we do in the fullest sense of the term. Today, we are a forum for the Indian digital media and marketing fraternity

Coming to the question of whether AlooTechie’s essence of being the Indian Online Industry’s mouthpiece, also change? Will we stop covering startups and fund-raises? I am happy to announce a whole new dedicated section covering every startup in the digital space called LaunchPad. We will continue to cover fund raises, great new products etc.

I know some of you will still miss AlooTechie. But I am sure, over the coming months, as we roll out new features and initiatives in our endeavor to be your best source of information on the Indian digital media industry, you will understand our rationale for rebranding your dear “Aloo”. Would love to hear from you on your thoughts on the same.

Cheers,

Satrajit Sen

Editor, India Digital Review

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