While on magazines, a new one hits India.

While Mahindra & Mahindra CMD Anand Mahindra is busy plotting the next step to expand the USD 15.4-billion farm equipment-to-aerospace group, his wife Anuradha Mahindra is quietly expanding her canvas in the publishing arena.

Already the publisher and editor of 'Verve' -- a magazine targeted at modern woman -- Anuradha Mahindra has added one more title with a new publication named IQ, The Indian Quarterly.

Away from holding up the mirror to the new age woman with 'Verve' by focusing on trends, styles and fashion, Anuradha Mahindra in her new venture is trying to turn the clock back with a wider audience in mind in today's age of social media.

"At a time when views and thoughts are being disseminated in 140 characters, and thoughts transmitted virtually without the presence of sound, IQ, The Indian Quarterly, is a magazine that endeavours to create generous space for new voices and a platform for both written and verbal conversation," Anuradha Mahindra said.