In the current social, economic and political climate, South Africans are challenged daily with events that create undue pressures, de-motivation, fears, anxiety and tension which accumulatively adds insurmountable stress to their already stressful lives. The South African Indian population, which has deep roots in the country’s history, is no less affected than the broader South African population. Drained by the overwhelming and predominantly western media that is dominated with current events on politics, economics and crime, the entertainment needs of the Indian population have taken a back seat and in most instances being neglected. Their lifestyles are deeply rooted in their culture and their strong ties with their mother country, India.  SAIndia has thus identified an unserviceable Niche’ in the local magazine publication. The Indian population is hungry for news, views and opinions on happenings outside the border of our democracy, particularly in India in terms of entertainment, current events, social trends and the like hence, SAIndia is committed to fulfilling their needs comprehensively and in a balanced means possible to satisfy this untapped market.