White Print, India’s First English Lifestyle Magazine in Braille for the visually impaired was launched in May 2013. This 64 page monthly is printed at the National Association for the Blind, Mumbai and circulated across India. White Print entails articles about sports, politics, culture, fashion, technology, inspiring stories of the common man, short stories and even reader contributions.
The magazine is founded by Upasana Makati who is awarded the First Lady Award by the President of India and the Woman and Child Ministry, 40 Under 40 list of Fortune India, 30 under 30 list by Forbes India in 2016. Through the lifestyle magazine she intends to make available well-researched and informative articles along with leisure reads to everyone who can’t see. At a time where the visually impaired were relying heavily on talkback softwares and their Braille literacy was confined only to the spaces of their mind her venture White Print ushered in a new light.
Prior to founding White Print, Upasana worked at a PR firm. She is a graduate in Mass Media from Jai Hind College, Mumbai and has studied Communications from the University of Ottawa, Canada.
Since its inception, White Print has brought in a revolution of sorts by promoting braille writing. It opened India’s mind not only towards reviving Braille literature but also Braille advertising. As advertisers shied away from no-gloss, no-image print ads, White Print brought to the fore untapped insights of the world’s largest visually impaired population. The fact is that a large percentage of the community are active decision makers and make their own buying choices and hence, communicating directly to them was now possible. Our advertiser, Coca-Cola India’s innovation was a musical ad that played their anthem “Umeedon wali dhoop, sunshine waali aasha” each time the reader opened the center spread. Other leading companies like Raymond, Tata Group, Vodafone, Aircel, Pidilite, Mahindra and mahindra have joined in.
White Print, currently in its fifth year of circulation, is a result of great passion and ardour proving that blindness can never be a hurdle for enjoying a good read. And as more and more readers embrace it, we hope to spread the message of Braille literacy and help it reach the remotest corners where every visually impaired individual would have the liberty and free will of dissolving in a good read.