India Hindi
15 मिनट
15 15 Minutes
THIS IS
@15MINUTES.
A pop-culture ecosystem for the scroll era.
Suitable
for
for
Alpha. Gen Z. Millennials. & maybe a pinch of boomers. 😉
Bollywood Fashion Music Nightlife Creators Decoded Tribe Club Stage
Scroll for the pitch
The mission
Build the sharpest,
most entertaining,
multilingual
pop-culture ecosystem
on planet Earth.
Deploy every hour!
#tothemoon★ 10+ languages ★ Zero filler
The reach
Experience it in
your language.
Same POV. Native voice. Every story shipped in your top 10 global languages, because AI does the lift while our editors keep the voice.
India Bengali
১৫ মিনিট
India Marathi
१५ मिनिटे
India Telugu
15 నిమిషాలు
India Tamil
15 நிமிடம்
Global Mandarin
15 分钟
Global Spanish
15 Minutos
Global Arabic
١٥ دقيقة
How we do it
Agile editorial systems + AI translation + native sub-editors. Every story shipped in real time, without losing the voice. Most media houses take weeks to localise. We take seconds.
★ 10+ languages, now
04. The interface
Four ships.
One engine.
Publication-as-a-Service. One AI-native stack shipping a magazine, a community, a club, and a marketplace. Every surface plugged into the same archive.
Daily Decode
Pop-culture stories, context, opinion. Autonomous daily podcast with a 5-minute editorial gate.
Girl Tribe
Private rooms, warm conversations, sisterhood. Malini's 18-year audience, on call.
Friday Club
One-degree networking, no serial killers. Vibe-matched guestlists, freebies, best deals across the country.
Stage
DJs, bands, comics, dancers, poets, dhol troupes, magicians. Discover, book, pay. Editorial is the marquee.
Who plugs in
Eight self-serve doors.
Every stakeholder plugs in directly. No sales call, no account manager, no Whatsapp group forwards. Every interaction runs through the same Human-guided × AI-produced × User-distributed stack.
Readers
Ask Malini anything. Sourced, in your language, in seconds.
Brands
Self-serve Fame Audit. Editor signs off on the POV.
Celebs + PRs
Submit a release. AI rewrites in our voice. Ships in 10 languages.
Creators
Pitch a story. AI drafts in your voice. Ships under your byline.
Event organisers
Submit an event. Decoded card, cover, clip, inside the news window.
Platforms
Spotify, TikTok, YouTube. They feed trends. We publish takes.
Strategists + VCs
Trend-forecast API. Weekly "Three up, two dying."
You?
Write in. If you have a pop-culture problem, we probably have a product for it.
05. Friday Club
No serial
killers. Just doors.
Members-only pop-culture club. One-degree separation. Vibe-matched guestlists, branded freebies, best deals across the country. Every Friday, new doors open.
TAP match engine
Live score · recomputed per event
93
You're in.
Rhea Kapoor × Ogaan · Friday, 9 PM
Niche overlap 94
City + radius 88
Reading history 91
Taste proximity 96
Powered by TAP 18-yr archive · Tribe signal · Read history · 0.4s inference
One-degree vetting
Every member
vouched by one.
M Malini Agarwal founder
↳ vouched
P Priya Sharma beauty editor
↳ vouched
Y You In queue
No public signups. No promoter forwards. No serial killers. One existing member
is enough, and your match score handles the rest.
This Friday's doors
Auto-refreshed 06:00 IST93
match
Rhea Kapoor × Ogaan dinner
Mehboob Studio · Bandra
Fri 9:00 PM
120 / 160
87
match
Prateek Kuhad · acoustic set
antiSOCIAL · Khar
Fri 10:30 PM
88 / 220
81
match
Neeraj Ghaywan · soft screening
PVR ICON · Andheri
Sat 7:30 PM
42 / 60
This week's freebies
- 01LaneigeCeramide preview kit
- 02Paul & MikeSingle-origin 70% bar
- 03TiraGlow edit, 5 SKUs
- 04SanchosAnniversary tasting menu
Earned by match score × tier × read history. Never random drops. Brands see conversion,
readers see relevance.
Open the mock
Feel the door open.
Tonight's list, your match card, tier benefits, and the freebie drops, all clickable in the product mock.
Enter Friday Club
06. Stage
Book the
lineup.
The artists we cover editorially, now bookable directly. Twelve art forms, two tiers, one intelligence layer watching the live performance economy breathe.
12 art forms · DJsBandsStand-upSingersRappersDancersPoetsDholTheatreMagiciansEmceesVisual
Tier 01
Stars.
Premium artists, management-represented. No public pricing. Bookers route directly to management inside the platform.
Vetted · gated · managed
Tier 02
Spotlight.
Bookable directly. Transparent budgets, tech riders, reviews, do's-and-don'ts, live availability. Zero commission while we seed supply.
Transparent · self-serve · priced
Live on Stage now
418 artists · 11 citiesRitviz
Electronic / DJ
Kaneez Surka
Stand-up
Tarana Marwah · Komorebi
Alt / Dream-pop
Shaan Vyas Dhol Collective
Dhol troupe
Intelligence
Where the market
is breathing.
Auto-scanning supply × demand · hourly
+142
Stand-up requests, unfilled
78 comics registered · Bombay + Pune
+64
Diwali dhol bookings
23 troupes · 4 verified in Pune
-18%
Hinglish rap acceptance
Fees up 34% QoQ · margin squeeze
+11
Theatre ensembles · Bangalore
New onboardings last 7 days
The dashboard the team sees on day one. Brands see their category. Artists see where they
can break through. The same signal feeds editorial. When demand spikes in a genre, Decode
writes the story before anyone else.
Editorial × marketplace
A Decode piece about the Bombay comedy wave has a "Book this comic" chip. A Girl Tribe thread about dhol for Diwali has a "Hold four troupes" CTA. The magazine is the marquee. Stage is the box office.
Open the mock
Browse. Book. Shipped.
Enter Stage
02. Who's behind it
The
team.
One editor at the top. Four partners carrying production, tech, brand, and PR. Five roles. Zero middle layer.
Editorial
Founder · EICMalini
Agarwal.
India's first blogger. Founder of MissMalini. Creator of Girl Tribe. After two decades decoding pop culture from the inside, @15Minutes is her next chapter: a magazine and community built for the scroll era, by the woman who helped define the last one.
Content production & execution
LiveNumber Impact Agency
Production, commissioning, delivery. Keeps the always-on editorial feed shipping at scroll speed.
Tech partner
LiveAsamkhya
Product, platform, AI plumbing. Builds the scroll-era tools that make semi-autonomous editorial actually work.
Brand & concept
LiveIdea Factory
Brand-led concept communications. Owns the creative positioning, the visual system, the story we tell about the story.
PR & investment
LiveConcept Communication
One of India's largest independent PR agencies. Handles press, communications, and investor relations across the entertainment and lifestyle remit.
03. @15Minutes advisors
@15Minutes
advisors.
Twelve heavyweights who've spent their careers making Indian media, culture, and commerce. Each owns the POV of their beat. Together they are @15Minutes.
NB
Nandini Bhalla
Editor-in-Chief, The Word Magazine. Former editor of Cosmopolitan India, Harper's Bazaar India, Brides Today, and launch editor of Grazia India.
NK
Nonita Kalra
Editor-in-Chief, Tata CLiQ Luxury. Ex-Harper's Bazaar India. Thirteen-year editor of ELLE India. Three decades of fashion authority.
AK
Alex Kuruvilla
Chairman Emeritus, Condé Nast India. Launched Vogue, GQ, Condé Nast Traveller and Architectural Digest in India. Previously MD, MTV Networks India.
MB
Mandira Bedi
Actress, cricket presenter, entrepreneur. Star of Shanti, India's first daily soap. The face of the ICC Cricket World Cup for a generation.
SK
Sussanne Khan
Founder, The Charcoal Project. India's original conceptual design store. Creative Director at YOO, alongside Philippe Starck. One of Asia's most influential designers.
AK
Ashok Kurien
Co-founder of Zee. Built Hanmer, DishTV, Playwin. The adman behind 'Taste The Thunder' and a serial builder of Indian consumer brands.
RA
Roshan Abbas
Founder, Kommune & Spokenfest. India's storytelling movement. Founder of Encompass. Angel investor in The Glitch (acq. WPP) and Chtrbox.
TA
Tariq Ansari
Former Chairman & MD, Mid-Day Multimedia. Built and sold one of India's most distinctive city papers to Jagran.
PS
Preeta Sukhtankar
Founder & CEO, The Label Life. Built a curated-lifestyle brand with Sussanne Khan, Malaika Arora and Bipasha Basu as style editors. Ex-ELLE, ex-MTV.
DS
Devraj Sanyal
Chairman & CEO, Universal Music India & South Asia. SVP Strategy AMEA. Co-founder of Sunburn. The music-industry operator in the room.
RA
Riyaaz Amlani
CEO, Impresario Handmade Restaurants. Founder of SOCIAL, Smoke House Deli, Mocha. Former President, National Restaurant Association of India.
NS
Naiyya Saggi
Co-founder, The Good Glamm Group (unicorn). Founder of BabyChakra. Harvard MBA, Fulbright Scholar. Serial consumer-tech builder.
04. Why Now
The moment
is right.
01
Attention is saturated.
Everyone is mining eyeballs. Feeds are noise. Scroll fatigue is real, and brands are paying more to reach less.
02
Trust is scarce.
In the trust economy, credibility compounds. Context, clarity, and a little sass beat volume every time.
03
Legacy × AI is the moat.
Eighteen years of editorial instinct you cannot fake, paired with AI scale nobody had before. Unfair advantage.
05. See it move
See the Demo
Walk through the first build of @15Minutes. Three screens. Mock data only.
Nothing is live yet. Everything is directional.