The Stylist Group | Tech Mahindra

The Stylist Group

Business Overview

The Stylist Group is a media company focused on metropolitan women, with a monthly audience of over 4 million. Feminism, equality, and female empowerment drive Stylist's work. While TechM's BORN XDS branch has assisted Stylist with their weekly printed magazine production since 2009, evolving audience preferences have prompted the adoption of a digital-first publishing strategy, with BORN selected for its deployment.


BORN was tasked with delivering a solution that would enable Stylist’s audience to digest content across multiple devices. As such, the long and well-established print edition required migration to a digital-first environment.

Strategy & Insight

With the execution of an effective content management tool, Stylist was able to take its first steps into digital publishing while still remaining true to its print heritage.


BORN implemented its new content production tool, Cito, to handle Stylist’s requirements. Cito takes the final editorial copy and images directly from the source and applies predefined style guidelines to align with the print edition.


Readers are now able to consume Stylist’s content on the move as well as in the comfort of their homes or offices. Our content management tool, Cito, ensures bite-size content is delivered on mobile, tablet, or desktop.

Long-Term Value

A gradual migration to a digital-first initiative enabled Stylist to measure and analyze its content performance, delivering insightful metrics for informed decisions around future content deployment.