Hauz Khas – a place in Delhi unique for its colour, vibrancy and energy. In the heart of the Hauz Khas Village is an establishment that not only echoes this exuberance but actually celebrates it with a passion. On a bright September day, my colleague and I made our way to this location, only to be transported to a magical world of soft colours and charming decor upon stepping inside. The interior of this modern office is, in many ways, emblematic of the vivacious, fun-loving personality of its owner, Priyanka Gill, Founder & CEO of digital media startup POPxo.
The world is full of disruptive, trailblazing women who refuse to submit and accept defeat. These individuals shoulder the immense responsibility of uplifting womankind all around the world. Gill is one of them. A force to be reckoned with, she is on a mission to create quality content that speaks to women, instead of talking down to them.
Priyanka is a fashion journalist and digital media entrepreneur who is passionate about modern Indian art. As an angel investor, she has backed several early-stage tech startups and food concepts, including London-based Bea’s of Bloomsbury, Raptor and Campanja. From a blog catering to the Indian diaspora in 2013, she has steered POPxo, which is branded as “The Desi Girl’s Guide To Life & Love”, to unprecedented heights.
Today, her website boasts over 10.8 Mn unique users per month and is backed by the likes of IDG Ventures, Kalaari Capital and GREE Ventures. Added to that, POPxo’s YouTube channel has amassed nearly 800K subscribers, in less than two years with many of the videos raking in millions of views. This is a testimony to the quality of content and the marketing strategies the company has adopted so far.
In an exclusive AMA with Inc42, Priyanka Gill speaks about the digital content business, her love for digital media, and how consistency and moderation is the key to a healthy lifestyle.
Popxo And The Business Of Content
Question: Creating quality video content that resonates with your audience is a challenging task. Focussing solely on content for women makes the job even tougher. How did POPxo manage to crack the code of marketing video marketing?