garnered 2.4 mn users in Dec 2019

MUMBAI: Essel Group-owned food & lifestyle channel LF’s digital platform has said that it has hit the 2.4 million users mark in December 2019 based on the comScore India report for Lifestyle.

Securing the top 10 positions (excluding food e-commerce) in comScore has placed ahead in lifestyle over many legacy players owing to its unique content, its distinctive focus on trends and Tv catch up. caters to the adventurous foodie, the intrepid traveller, and health-conscious individuals who are looking for quality content. The website’s digital footprint covers local and global Indian who love to engage with easy, actionable and inspiring content.

Commenting on this milestone, LF business head Amit Nair said, “ has become a content haven for food and lifestyle enthusiasts. The top 10 ratings have given us a nod as a dynamic destination for new-age content that is differentiated. What started out as a food platform has branched out as a destination for everything lifestyle.”

The digital arm of LF has topical, fresh and original content that is uploaded every day. The website explores topics beyond LF TV—be it trendy features, DIY ideas, quick and easy recipes, authentic reviews, kitchen, and home hacks or health and wellness ideas. You can also read fun interviews with Bollywood celebrities, chefs and other experts, and watch recipes as well as original videos.

LF chief growth officer Ashish Sehgal said, “I truly believe that the future of content is a video & it is platform agnostic. Hence with this core objective in mind, we create relevant right-size content for the right medium for maximum traction. Most importantly, as per me, platforms synergistically co-exist for varied tastes-spaces of the consumer, hence are to be treated as co-opetition & not competition. One such case in point is our exquisite, expert-driven, actionable content on holistic lifestyle website, which not only allows us to reach global audience and speak to a larger set of consumer base who follow us and are dedicated users of our platform but viewers have the opportunity to do relevant catch-up on LF channel.”

From videos featuring Russell Peters’ take on the quirks of being a stand-up comic to Worli: Mumbai’s fishing village fights for survival, the content is intriguing and educating at the same time. Website stories such as New-age Tiffin Services are Taking Over the Indian Lunch Hour, have made for interesting reads while Why We Suspect Krishna Was on a Keto Diet stirred up quite a few giggles. Travel and home décor stories are also an important segment on the website with to-the-point and factual data to help readers plan their getaways.

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