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29.10.2014

Your paperboy is going to make a new friend on his route soon - an ex corporate lawyer from Trilegal, carrying the most delicious stack of magazines, comparing them to a winter coat that will keep you warm at night.

Paper boy, meet Nupur Joshi, whose new venture Paper Planes is easily the most exciting doorstep service to take off in India this year. This is an independent magazine subscription service aimed at introducing the best indie magazine titles from across the world to Indian readers. The fun bit is that each title sent over to you every month will be a surprise, but based on areas of interests that you pick at the time of subscription.

We took a peek at her shelf to find issues of Printed Pages, Colours, Apartamento, It’s Nice That, The Gentle Woman, Gather Journal, Lucky Peach, Cherry Bomb and more. These will arrive from all over the world, including UK, US, Kosovo and Beirut.

If you’ll flip back a few pages, you’ll know that Nupur’s interest in reading and acquiring unusual magazine titles started during a one year sabbatical from law, and the amount of money spent on shipping these to India, led to the idea for Paper Planes. What followed was a series of trips around the world to attend indie magazine fairs and meet publishers, which culminated in a venture that tied interest and business into a neat little bundle.

How To Board Paper Planes 

Paper Planes launches on November 16, but you can email info@joinpaperplanes.com right away to get on the list. Following this you will be alerted to subscribe and pay on their website post launch (www.joinpaperplanes.com) and choose three out of four interest ‘stacks’ - Stack 1: Travel, Food, World Affairs; Stack 2- Culture, Popular Culture, Sports & Recreation; Stack 3: Design, Architecture, Visual Culture; Stack 4: Fashion, Lifestyle, Arts & Literature. Following this you will get one magazine a month delivered to your home, and while the title will be a surprise, we took a peek at her shelf to find issues of Printed Pages, Colours, Apartamento, It’s Nice That, The Gentle Woman, Gather Journal, Lucky Peach, Cherry Bomb and more. These will arrive from all over the world, including UK, US, Kosovo and Beirut.

For the adventurous, there’s a ‘Surprise Me’ option that allows you to receive magazines from different genres for the duration of your subscription, which is either 9 months, 18 months or a rolling monthly one. While these will be current issues, the website will also sell back issues of magazines.

Price Possessions

Now here’s the part that might make you flinch: the subscription will cost Rs 1,000 for one magazine per month (discounts on sustained subscriptions). But Nupur has spent a ton of time and money researching this, and says that her way still works out cheaper. “These magazines are extremely hard to find here. While they cost between 7 to 15 pounds each, the shipping for each ends up setting you back by about Rs 1,400. I hope people appreciate the rationale behind the cost.” Considering one drink in Mumbai is priced at about Rs 1,000 + taxes these days, we wouldn’t mind trading a martini for a beautiful magazine about cocktails instead. Free Sipping?

Flip Service

Nupur’s principle idea behind piloting this project is to allow people to discover interesting content from around the world. “Here’s your chance to read amazing stories and find out new things about yourself during the process. I for instance, don’t surf or skateboard, but found that I loved reading magazines about them,” Nupur told us yesterday, just back from a trip to Bandhavgarh Wildlife Sanctuary.

“Sure, you can find interesting reads online as well. But there’s something about holding a beautifully designed and edited magazine that could be a collectible, and watching it grow into a stack that can keep you warm at night.”

Getting there: Paper Planes launches on November 16, email info@joinpaperplanes.com right away to get on the list (you can also indicate your interest to attend the launch party at Cheval). Visit www.joinpaperplanes.com, Rs 1,000 per month.

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