A Dubai-based entrep-reneur has launched a website and newsletter aimed at young urban women — but said she won’t exclude men.

Deepika Dev described bindaasdaily.com’s ideal subscriber: "She’s educated, independent, busy and wants to take charge of her lifestyle. Bindaas means carefree in Hindi.

"Content will be strictly editorial; we will publish what our writers find interesting."

She hopes to fund the free-subscription service by adverts. The site went live on September 5.

"Once you register, you get regular updates on what’s trendy in fashion, classy in decor, useful in fitness, technologically advanced in gadgets, fun in travel, swanky in hang-outs and lots more," said Deepika.

Researchers hunt for spots that are best in their category. "They cover fashion that’s exclusive and chic, pick the best health centres, salons and spas. They walk into home stores and art galleries to advice subscribers."

The blog, to be out in October, will enhance interactivity of the website, she reckons.

At present, the cities covered are Dubai, Delhi and Mumbai.