The Morning Context

The Morning Context is a subscription-based digital media platform established in the autumn of 2019 by a team of experienced journalists, including Harveen Ahluwalia, Pradip K. Saha, Ashish K. Mishra, Priya Bubna, Saif Iqbal, and Pranav S. The founders, with backgrounds from publications like The Ken, Mint, and Forbes India, launched the venture to provide an alternative to advertising-driven news models. Ashish K. Mishra, a co-founder of The Ken, serves as Editor-in-Chief, while Priya Bubna, a chartered accountant with a background at EY, leads the business side as CEO. The company is operated by Slowform Holdings Ltd, headquartered in the United Kingdom, and is majority-owned by its journalist co-founders.

The firm's core business revolves around a reader-funded model, generating revenue directly from individual and corporate subscriptions. This approach is intended to align the publication's interests solely with its readers, who include business professionals, entrepreneurs, investors, and policymakers. The Morning Context targets an audience that values deeply researched, long-form journalism over the high volume of content typical of legacy media outlets. Since its inception, the company has completed several funding rounds, including a seed round in 2020, a pre-Series A in 2022, and a Series A in 2024, attracting capital from institutional investors like Whiteboard Capital and the Media Development Investment Fund, as well as numerous angel investors.

The platform publishes a limited number of stories daily, focusing on quality and depth. Its content covers a wide range of subjects, including in-depth analysis of startups, publicly listed companies, technology, finance, and current affairs, with a significant focus on the Indian market. The publication offers long-form investigative articles, newsletters on diverse topics, and daily news explainers. This curated content aims to provide a comprehensive yet efficient package for readers to stay informed on key business and economic trends. By concentrating on investigative reporting and maintaining an independent editorial stance, The Morning Context has positioned itself as a source for nuanced analysis in the Indian media landscape.

Keywords: digital media, subscription journalism, long-form reporting, India business news, technology analysis, financial journalism, startup ecosystem India, investigative reporting, corporate analysis, reader-funded media, economic current affairs, market analysis, media startup, policy analysis, investment insights, The Ken, ET Prime, Indian journalism, venture capital news, business newsletters