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Athena Information Solutions Pvt Ltd
2012 1

Athena Information
Solutions Pvt Ltd
India’s largest licensed content syndication
company
Athena specializes in generating additional revenue for content publishers from
licensed content syndication, without any additional investments and without
interfering with their existing businesses.

Hemanta Panigrahi
Athena Information Solutions Pvt. Ltd.

Athena Information Solutions Pvt Ltd 2

1. About Athena’s
Athena is a leading content aggregation and an emerging business information company
based in India. Founded in April 2009, the company now has partnerships with over 300
leading and niche publications of the country, and distributes over 4,000 business news
stories to global information databases like Dow Jones Factiva, Thomson Reuters,
LexisNexis and Bloomberg on a daily basis.

Athena also has an information product for Indian market, www.contify.com, is India’s first-
of-its-kind news and information database, which gives users access to unique business
content otherwise not available on internet, and helps them find it with minimal efforts with
its smart ‘filter-based’ search platform.

2. Athena’s content distribution network
Most content consumers access information from newspapers, magazines, internet, etc.
Search engines like Google are preferred starting point for casual information users.
However, professionals like Consultants, Sales and Marketing Executives, Corporate
Communication Professionals and Research Analysts, who need information to take
important business decisions subscribe to the other information products and services. These
professionals subscribe the products & services of information databases, such as Factiva,
LexisNexis, etc. These databases build information repository by sourcing content that is
editorially reviewed and published by quality publishers.

Athena Information Solutions Pvt. Ltd. | Confidential


Typical break-up of subscribers of information databases:

2.1 By Industry

More than 50% of subscribed content consumers are from services industry such as
accounting, consulting, banking and finance. Professionals in such industries need to take
fast decisions to serve their clients in diverse industries. Therefore, they cannot afford to rely
on almost infinite and sometimes unreliable free information on internet made accessible by
search engines like Google, Yahoo and MSN.

2.2 By Departments / Roles



Almost in all large organizations’ departments such as Sales, Marketing, Business Development,
Legal, Finance, Strategy, etc use information databases to perform their job responsibilities.

2.3 By Geography

Majority of content customers are in USA. With increased global focus on India they have
started consuming significant amount of content that is originating from India.

3. Athena’s customers
Athena’s customers are information databases. Over a period of time Athena has developed
business relationships, distribution network, with all leading as well as specialized
information database. Majority of these customers are based in USA. Athena work closely
with content licensing managers at these information databases and help them efficiently
source credible content from reputed publishers.

4. Why information database prefer to work with Athena?
A large information database would typically have content from more than twenty thousand
publications. It is almost impossible for these databases to have direct relationships with all
publishers. There are significant overheads involved not only in negotiating and signing the
agreements with individual publishers but also in managing daily operations of regular
content flow. Athena helps in making information database’ business more efficient and
scalable by:

 Sourcing efficiencies: Athena does due diligence and identifies the credible content
publishers for the information database. Athena spends significant resources in personal



meetings and calls with publishers to addresses their concerns regarding the usage of
their content and copyright protection.
 Legal efficiencies: Athena enters into an agreement with respective publishers after
discussing all terms & conditions, including but not limited to, legal, commercial and
other clauses in the agreement. Information database sign only one agreement with
Athena and they get access to a large repository of content.
 Operational efficiencies: Athena’s content operations team not only controls the tagging
quality but also ensures that the content feeds are received and distributed as per the
publications’ schedules.

5. Athena’s value proposition
Athena helps content publishers to generate additional revenues from their content without
any additional investments, and without interfering with publishers’ existing businesses.
Athena achieves this by:

 Technology: Using natural language processing, entity extraction and other similar
technologies, our platform links the content with entities like people, places,
organizations, events, etc. This meaningful relationships information not only improves
the search-ability of the content but also makes the knowledge behind the content
searchable.
 Distribution Network: Athena’s sales team has developed business relationship and
distribution network with several information database. Over a period of time, Athena has
developed a reputation of quality and credible information provider. Therefore, Athena is
usually the preferred partner for sourcing new content.
 Sales & Marketing: Selling content is complicated because the same content could be
extremely valuable to one customer and could be of little value to other. Every time a
new content publisher signs the distribution agreement with Athena, it identifies the
potential customers and starts marketing the content. With deep understanding of content
industry, Athena has managed to generate significant revenues by distributing content
only to the relevant databases.



6. Athena’s Management team
Athena is run and managed by a team of senior professionals from content syndication and
software industry.

Mohit Bhakuni is co-founder and CEO of Athena Information Solutions Pvt. Ltd., parent
company of the web portal www.contify.com. Mohit holds Mechanical Engineering degree
from IIT Delhi, and MBA from INSEAD, France. He started his career with Deloitte
Consulting, USA. At Deloitte, he worked on several Systems Integrations projects for large
scale enterprises.

Mohit returned to India to head the Internet Business of The Indian Express Group (IE). At
IE he defined clear business objectives, forged revenue focused business partnerships,
developed technology and marketing capabilities. After IE, Mohit joined Hindustan Times
(HT) to head its Content Syndication business.

Shaleen Agrawal heads Athena's news operations. Shaleen has a rich experience in reporting
and writing for prominent Indian and multinational financial news media including the Dow
Jones Newswires, the Business Today magazine, and the Daily News & Analysis – Money,
for over seven years.

Hemanta Panigrahi is head of business operations, Publisher Relations and strategy at
Athena. His mandate includes planning and managing day-to-day operations to ensure
smooth and timely flow of content to Athena users. Hemanta has over nine years' experience
in content operations, including a long stint at Hindustan Times, where he was instrumental
in establishing syndication operations.

Aashish Kumar heads technology operations at Athena and is responsible for design,
development and delivery of all its technical products. Bachelors of Science in Electrical and
Computer Engineering from The Ohio State University of the USA, Aashish has a rich
startup experience in product development and technology.

7. Contact
Business Alliances

Hemanta Panigrahi
hemanta.panigrahi@contify.com
+91 9999 400 436


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