InUth

About InUth

InUth is a youth-focused digital news brand of the Indian Express Group, publishing news, videos and culture content for Indian millennials from inuth.com. Launched in beta on October 10, 2016, it was conceived as a "video-first, multi-platform digital destination" — billed as "the homepage of Indian millennials" — covering trending news, sports, entertainment, digital culture and lifestyle. Led at launch by editor Kunal Majumder with a young editorial team averaging 24 years of age, InUth pioneered new content formats for the Express group: videos and video storytelling, GIFs, memes, audio stories, timeline formats and Instagram and Snapchat stories. Its strategy was deliberately multi-platform: content designed to be discovered where millennials spent their time, not only on the native site.

Launch

The Indian Express Group launched InUth.com in beta on October 10, 2016, announcing it from Noida as a major digital initiative. The launch reflected the group's recognition — under the digital leadership of Executive Director Anant Goenka, a known digital media enthusiast — that the legacy IndianExpress.com, the online face of the newspaper, could not by itself capture the millennial audience. While the main site would continue publishing the newspaper's journalism online "in an objective and neutral manner," InUth was given a different mandate: to experiment with new forms of storytelling for a younger generation. The name itself — "InUth," a play on "in youth" — was chosen, in editor Kunal Majumder's words, for being "a little hatke" (offbeat), different and aspirational.

The launch choreography was deliberately social-first. In the two weeks before the site went live, the team began generating content through its Twitter and Facebook accounts, seeding the brand before the destination existed. On launch day, October 10, 2016, Express Group's Executive Director Anant Goenka announced the venture on Twitter as "an exciting mobile first, video focused, youth site from IE," congratulating Sandeep Amar and Kunal Majumder. Within two months of launch, the group was already expanding the team: new vacancies for sports and entertainment reporters and for viral-news writers signalled the brand's intent to chase viral content the way ScoopWhoop had, while a plan to hire opinionated writers suggested the initially video-led "opinion" strategy would extend to text stories as well.

Editorial leadership

Kunal Majumder, previously with Catch News and Tehelka, was roped in to lead InUth's news operations as editor. Majumder articulated the brand's experimental ethos from the start: the site would research millennials' top-of-mind trends, build stories around them, and take constant feedback from the audience. "On a daily basis, we are constantly thinking about how to tell a story in new forms," he said at launch. The launch team comprised 15 to 20 multimedia journalists — reporters, sports and entertainment writers, viral news writers — with an average age of 24, each a "convergent journalist" expected to create videos, memes, audio stories and social stories alike.

Video-first strategy

Video was the brand's defining format: a video-first approach with an opinion-led video strategy — "reporting facts in an interesting way" while leading with opinion. This distinguished InUth from the Express group's main site and from most Indian news portals of 2016, which remained text-first. The video strategy recognised where millennial attention was migrating: to YouTube, Facebook video, Instagram and Snapchat. By building video capability in-house with a young team of multimedia journalists, the group invested in the formats it believed would define the next decade of news consumption.

New content formats

Beyond video, InUth experimented with the full vocabulary of social-native content: GIFs, memes, audio stories, timeline formats, Instagram stories and Snapchat stories. Memes and GIFs were deployed with tonal awareness — "reflecting tonality for respective topics" — recognising that humour and visual language were native to the audience. The format experimentation was the brand's core differentiator: where competitors published articles, InUth asked how a story could be told as a video, a meme, an audio clip or a timeline. The mandate, as Majumder put it, was to "innovate constantly" and "experiment with everything."

Multi-platform distribution

The distribution strategy was explicitly multi-platform and platform-agnostic: "it is not necessary that the content should be discovered on native site. It could be on Facebook, Twitter, Instagram, Snapchat or YouTube — where Indian millennials are spending long hours," in the words of Indian Express Digital CEO Sandeep Amar. This was a clear-eyed acknowledgement of the distributed-media reality: audiences lived in feeds, and publishers had to meet them there. The strategy also included hiring freelance reporters from college campuses to fetch news from India's foremost educational institutions — embedding the brand in campus life.

What InUth covers

The brand covers the domains of millennial life: trending news, politics, sports, entertainment, digital culture and lifestyle. Its sections span politics, sports, entertainment and lifestyle, with content ranging from news updates to photos, videos and trend pieces. The editorial mix balances the Express group's journalistic DNA — "Express has always stood for real journalism," as the group's digital marketing head put it at launch — with the irreverence and pace of youth media. The result is a brand that could carry both serious news and viral culture without dissonance.

Competition in youth media

InUth entered a youth-media segment that was heating up in 2016: ScoopWhoop had demonstrated the commercial potential of millennial content, Youth Ki Awaaz had raised funding from Raghav Bahl's Quintillion Media, and Newslaundry had launched campus-focused initiatives. InUth's advantages were its legacy backing — the credibility and resources of the Indian Express Group — and its video-first, multi-platform execution. The trade press noted that the group was expanding the team within two months of launch, adding sports, entertainment and viral-news reporters: a signal of serious commitment to the youth bet.

The Express group's digital strategy

InUth was part of a broader digital expansion by the Indian Express Group under Anant Goenka's stewardship, during which TheIndianExpress.com rose to become India's second-most-visited news website after TimesofIndia.com. The group's strategy was portfolio-based: the flagship site served the core news audience while InUth captured the youth segment with different formats, tones and distribution. This dual-brand approach — legacy credibility plus startup experimentation — became a template other Indian media houses would follow.

Digital presence

InUth publishes at inuth.com, with sections covering politics, sports, entertainment, lifestyle and trending topics, and distributes across Facebook, X (Twitter), Instagram, Snapchat and YouTube. The site's clean layout and section-based navigation serve readers who arrive directly, while its social distribution reaches the much larger audience that encounters content in feeds. As a brand of the Indian Express Group, it carries the group's journalistic standards into youth formats.

Place in Indian digital media

InUth represents the legacy media's answer to the millennial question: how does a serious newspaper group speak to a generation raised on video, memes and social feeds? Launched in 2016 as a video-first, multi-platform experiment, it brought the Indian Express Group's journalism into the formats and platforms where young Indians actually live. For millennials seeking news and culture that speaks their language — visually, tonally and distributionally — InUth remains the Express group's youth destination. Its official website is inuth.com.

Outlook

As of October 2026, InUth continues to publish youth-focused news and culture content from inuth.com as the Indian Express Group's millennial brand. The youth media landscape has evolved considerably since the 2016 launch — video has become even more dominant, short-form formats have risen, and the competition for young audiences has intensified — but the brand's founding insight endures: young Indians want journalism that speaks their language, on the platforms where they live. Backed by the credibility and resources of the Indian Express Group and built for the formats of the social age, InUth remains positioned as the homepage of Indian millennials — speaking their language, on their platforms.