Verve - April - May 2020

In this issue

In the cover feature of Verve’s Environment Issue, Sahar Mansoor, founder and CEO of the Bengaluru-based zero-waste social enterprise Bare Necessities, quotes the 19th century Native American leader, Chief Seattle: “Man didn’t weave this web of life. He is merely a strand of it. Whatever he does to the web, he does to himself.” We at Verve couldn’t agree more. A call to arms is what is required at this time, and we move beyond documenting concerns about the environment to covering those who actually live the sustainable dream.

In this issue, we take a deep dive into mushroom farming — which has a smaller environmental footprint than other farms — with Mumbai’s own mushroom provider, Rohhaan Gawde of The Mushroom Company, who enlightens us on the health benefits of mushroom coffee and tea and the vegan benefits of using mushroom leather.

Navigating the country’s streets in a car is hard enough, but we look at what it is like to be a woman riding a bicycle. Five urban women talk to Shreya Dasgupta about this more affordable means of transport that does not burn fuel (only calories) or emit noxious fumes, despite the sometimes unwanted attention and catcalls.

In these days of lockdown, award-winning journalist Shalini Singh, who has broken stories on climate change and its effects on the environment, reminisces in words and pictures, about her most challenging travel assignments, in the bargain discovering that being out in the field is actually a journey within. While a different kind of inner journey leads to sisters Tashi and Tara Mitra discovering their personal style in second-hand clothing and thrift stores, as they eschew pollution-producing fast clothing and brands. And finally design must bend to the requirements of green living as well. We speak to nine design entrepreneurs who are making it convenient for us to upgrade the quality of our lives with arresting designs for their sustainable products.

Verve Magazine Description:

Going towards its 26th year now, Verve has been at the vanguard of the lifestyle industry in India since its inception. Being India's first fashion and luxury monthly and targeted as the spirit of today’s woman, it celebrates the interests of the multifaceted contemporary global Indian, including fashion,beauty and style, glamour, arts and culture, travel and wellness. The editor and publisher, Anuradha Mahindra, has received top billing in Avenue Asia's list of Indians involved in the media.

More than just a magazine that reports and interprets, Verve is a catalyst for conversations around contemporary Indian culture in the world, and these conversations take place between the pages of the magazine, on the internet as well as through several Verve-organized offline event initiatives:

Verve is a magazine about the international Indian woman who rubs shoulders with the world with confidence and élan. She belongs to a high-income group and is well aware of the latest trends and styles, be it in fashion, the arts, cuisine or world events. Verve appeals to the intelligent, urbane, educated and affluent woman. She would be 25 years of age and above. She is likely to be an independent entrepreneur or a corporate professional or a socialite. She is well-travelled, fashion conscious and appreciates luxury with a side to her that is culturally sensitive with aesthetic sensibilities. Overall a multi-faceted, stylish and glamorous woman. All in all, the Verve reader looks upon the magazine as an invaluable lifestyle resource for the best in contemporary urban Indian living.