Exasperating traffic jams and lengthy rides are so typical of India’s big cities. Those who stay in Mumbai, Delhi and Bangalore will more than agree that commuting by road is a daily problem. But out to help you survive these traffic snarls, at least in Mumbai, is India’s first in-taxi magazine. The magazine, MumBaee, has been launched by the Mumbai Taximens’ Union (MTU). A fortnightly publication, it promises to be a guide to the eclectic mix of events taking place in the city. “The magazine will be placed in the 55,000-plus fleet running under the MTU banner from July onwards,” says AL Quadros, general secretary of the union. It will be offered complimentary to the passengers. The magazine targets the middle- and uppermiddle-class category of consumers. “Commuters spend anything between 15 minutes to several hours in a taxi. A combination of light features and comprehensive listings will surely serve as an informative read for them and also lighten the ride,” says Vishnu Kadam, editor and publisher of MumBaee. The magazine will feature lighthearted articles about different aspects of Mumbai and will also contain information about events that fall enroute. The look and feel of MumBaee has been set along the lines of sleek inflight magazines. While readers have much to look forward to, advertisers, too, have latched on to the innovative concept. A ride around the city will never be the same again.
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