Its founder is the well-known freedom fighter, the late Aruna Asaf Ali. Now, as a leading weekly, its presence has concretised, with plans to expand digitally. It focuses on the needs and requirements of the younger generation. The USP of the paper is its concentration on ‘Positivity’, or positive news. With a contextual perspective on the events and happenings of the week, the paper resorts to explanatory journalism in a bid to go beyond and behind news. Its feature pages are insightful, detailed and give a complete picture in areas such as entertainment, fashion, luxury and wellness. The technology section looks at future trends to tell the story of the shape of things to come. The sport section looks at trends that escape the mainstream media. Given the Indian demographics, the weekly captures the minds, hearts and imaginations of the urban youth and adult, aged between 18 and 45 years.