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They want to chat, hang out, and express themselves in cyberspace, and with the growing Internet penetration in urban India, that’s just what they’re doing.

“Forty five per cent of Indian women online are students and professionals under the age of 25,” says Soumik Chakroborthy, marketing manager of CavinKare, at the recent launch of their website for young women, Spinz.in.

“With more and more schools and colleges providing Internet access, that number is only going to rise.”And what’s more, their Internet usage patterns are different from that of the guys.

“Men tend to go online more to gather specific information and news, while women are more likely to spend two to four hours at a time, browsing, chatting and sharing information,” he says.

So it isn’t surprising that companies such as CavinKare and Sunsilk are beginning to use the Internet as a medium to connect with their target audience — young, urban women.

Like Sunsilk’s ‘Gang of Girls’ initiative, Spinz.in is an online community for young girls to get together and chat about hangouts, fashion and style, movies and express themselves on blogs or by sharing stories and poems. “With a website like this, the brand becomes a facilitator — it helps young women find information on their interests and share their views with others like them,” says Ramesh Viswanathan, executive director of CavinKare.

The website, aimed at young consumers of CavinKare’s line of Spinz perfumed deodorants, greets you with an ‘attitude test’ and tells you if you’re an ‘Electrifying Hottie’ or an ‘Angelic Diva’.

You can also post a picture of yourself with a group of friends and win a chance to host a New Year’s party for your friends at a five-star restaurant.

Clearly, the point isn’t to directly sell the brand to the girls, it’s to encourage them to do what they do best, chat, giggle and gossip amongst themselves. And while they do that, the company gets a window into their lives, likes and loves.

“It gives us a chance to understand young people — what’s cool and what’s not, what looks and colours are in,” says Viswanathan.

Asin, brand ambassador of Spinz, launched the website. “Girls are always big on communicating and bonding with one another,” says Asin who uses the Net to stay connected with family and friends. “Virtual communities such as Spinz.in give them a fun opportunity to do it.”

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