InUth

InUth is the Indian Express Group’s dedicated digital platform designed specifically for the “Internet Generation.” Launched in 2016, it was a strategic move by the legacy publisher to capture a younger demographic that consumes news primarily via smartphones and social media. InUth—a portmanteau of “In Youth”—focuses on delivering content that is high-energy, visually driven, and socially relevant. Unlike its parent publication, which is known for its heavy investigative and political tone, InUth adopts a more conversational, relatable, and opinionated voice.

The platform specializes in “explainer” journalism, breaking down complex social and political issues into digestible formats. It covers a wide spectrum of categories, including pop culture, digital trends, social justice, and sports, often viewing them through a lens of inclusivity and progressiveness. InUth has carved a niche for itself by championing stories that matter to Gen Z and Millennials, such as mental health, gender identity, and the gig economy, which are often overlooked by mainstream legacy media.

One of InUth’s strongest pillars is its video content. The platform produces a variety of original video series, ranging from street interviews and social experiments to satirical sketches and deep-dive documentaries. Its digital presence is heavily optimized for Facebook, Instagram, and YouTube, where its videos frequently go viral due to their relatable storytelling and sharp editing style. As a part of the Indian Express network, InUth benefits from the group’s journalistic credibility while maintaining its own distinct brand identity that feels fresh and unburdened by traditional newspaper conventions. It serves as an essential bridge between the group’s decades of journalistic heritage and the rapidly evolving digital future of news consumption.

Key Content Categories

• Politics & Society: Youth-centric takes on current affairs and policy.

• Entertainment: Bollywood, Hollywood, and OTT reviews with a focus on representation.

• Trends: Viral internet culture, memes, and social media movements.

• Sports: Beyond the scores, focusing on athlete stories and fan culture.

• Lifestyle: Career advice, mental health, and relationship trends.