Haymarket SAC, India’s leading automotive media publishing brand, has unveiled the What Car? India YouTube channel, which marks the company’s first foray into the Hindi-language segment online. 

As a sister brand to Autocar India, What Car? India aims to plug the gap for credible automotive information in Hindi on digital platforms. It will provide accessible and user-friendly information on car buying and owning, in addition to car and bike reviews, and news from the automotive industry, to Hindi language viewers across the country. The significance of bringing credible content to the demographic is highlighted by the fact that 54 percent of the online videos watched by Indians are in Hindi, as per Google-owned YouTube’s data.      

“Brands from the Haymarket stable are leaders in their respective verticals, both online and in print, and What Car? India will add another dimension to the company’s ‘digital-first’ growth trajectory,” said Hormazd Sorabjee, managing director, Haymarket SAC, and editor, Autocar India.

Customer-centricity
With a consumer-centric philosophy, What Car? India will cut through the clutter online by being a friendly guide to cars and bikes for consumers across the country. Aimed at covering all facets of vehicle ownership, the platform’s content will aid buyers in making better and more informed decisions when it comes to purchase of vehicles, be it a basic hatchback or a luxury sedan. Other areas of focus will be car care and maintenance, shining a light on great deals and regularly profiling the Indian auto industry’s movers and shakers.

“What Car? India will be a single source of credible information for consumers on car purchase. We aim to provide consumers a 360-degree view on all aspects of mobility solutions — starting from the buying decision and then during the entire ownership cycle. We will offer unbiased advice on service issues, financing solutions, and resale options, and help readers achieve the most out of their vehicles,” said Mugdha Mishra, a well-known journalist who will be anchoring the What Car? India channel.

Mishra has an experience of over a decade covering the auto industry. She will be working on the channel with Renuka Kirpalani, Executive Editor, Video Content, at Autocar India and Editor, The Autocar Show.    

“Autocar India’s slick, information-packed video content has been the benchmark for years now. We aim to set similar benchmarks in creating content in the Hindi-language segment with What Car? India as well, this time with a laser focus on consumer needs. In short, if you are looking to buy a particular vehicle, you can expect What Car? India to deliver the complete lowdown on it,” said Kirpalani.

“Video has become a window to the world for many Indians, and that includes car buyers across the country. What Car? India perfectly dovetails into our digital-forward plan, and under the able leadership of Mugdha Mishra and Renuka Kirpalani, I see it becoming a go-to resource for Hindi language viewers,” said Sorabjee.

Click here to follow and subscribe to the What Car? India YouTube channel