How we choose, write and label what we publish

How we choose stories

Our editors choose every feature. We look for real businesses with real customers, a story with a turning point, and a founder willing to speak honestly. Size, funding and follower counts are not criteria.

Anyone can apply to be featured. Applying does not guarantee publication, and we don't always explain why a story wasn't selected.

Independence

Editorial features are never paid for. No business can buy a Vitrea Feature, a place in a series, or a better review. Advertisers and sponsors have no say over editorial stories.

Sponsored content

Businesses can pay for a sponsored spotlight. When they do, you'll always know:

The Sponsored label appears above the headline on the site and on every social post, where we also use the platform's paid-partnership tag. Sponsored pieces live in their own section, and links in them are marked as sponsored.

Interviews and approvals

Features are based on interviews, written answers and photos provided by the business. We edit for length and clarity, and we never change the meaning of what someone said.

Subjects can check facts and quotes before publication. Editorial decisions stay with Vitrea.

Accuracy and corrections

We check facts, figures and claims before publishing, and link to sources in The Future articles. When we get something wrong, we fix it and add a dated correction note at the end of the story.

Spotted an error? Write to editor@vitreaonline.in.

How we use AI

We use AI tools to help with transcription, research and drafts. Every story is shaped, checked and approved by a human editor. We never invent quotes, and any AI-generated imagery is labelled.