When Indian-administered Kashmir's first woman's magazine, She, was launched in Srinagar last month, a lot of people went to the vendors to get their copies.
But they came away disappointed because the magazine - which is not connected to the Western glossy of the same name - was meant only for complimentary circulation.
But in spite of that, She has attracted more than a normal share of interest.
There are two key reasons.
One of the two editors of the magazine is the US-raised Sheeba Masoodi - wife of Kashmir's chief priest, Mirwaiz Umar Farooq.
For its inaugural issue, the magazine carried an article on dating among teenagers - sensational material in what is a conservative Muslim city.
The combination of these two factors has meant that She is a magazine attracting an undue share of the limelight.
'Lot of interest'
Hilal Ahmad, of Khan News Agency in central Srinagar, says he has received at least 200 inquiries about the magazine.
"It was written about a lot in the newspapers, and because it involves the Mirwaiz family, a large number of people came asking for it. There's a lot of interest in the magazine," he says.
Because of the spotlight on her family connections, Sheeba Masoodi keeps a low profile and refuses to talk about the magazine.
All requests for interviews are directed to her colleague and fellow editor, Saima Farhad.
Ms Farhad works at the sprawling Kashmir University campus where she is a lecturer in the department of sociology and social work.
"I wonder why people are overplaying the Mirwaiz connection?" she asked.
"Sheeba is an individual and she can take any initiative she likes.
"A woman is not always related to someone, she doesn't always have to be a wife or a daughter or a sister. She can be herself."
Ms Farhad admits the magazine has attracted a lot of controversy. "That's because not many people are aware of its contents," she says.
Wherever you go in Srinagar, nearly everyone seems to have an opinion on the launch of She, and especially its coverage of teenage dating.
"Everyone knows dating exists in our society, but nobody dares to talk about it," said Ms Farhad, "but I think unless we talk about it, it won't go away."
She said that during research for the article, the level of embarrassment among teenage girls was so great that no one was initially willing to admit that they were dating.
"When we asked them if they had a boyfriend, they'd say 'actually I don't but my friend does', " Ms Farhad said.
Admirers of the magazine say it serves a useful purpose in society.
"It provides a platform to debate, and discuss issues relating to women," said Muslim Jan, editor of the department of media education at Kashmir University.
Internet cafes
Although the magazine has articles on the problems facing working women and how to detect breast cancer early on, all the debate and discussion so far has centred around the piece on dating.
The "offending" article quotes a student as saying it is "in vogue to have a boyfriend. All of my friends have one".
According to another student, the dating teenagers meet at internet cafes.
"These cafes have booths, so boys and girls can meet in private. The cafe owners don't care what happens inside the booths as long as you pay them their 20 rupees."
Such revelations have not gone down well with many in this traditional society.
"Ours is a conservative society, dating may be a new trend, but it's not so fast-moving as to command a write-up in a glossy magazine," says student Bilal Ahmad Dar.
Janisar Qureshi, another student, says while it is "great" to have a magazine for women, it should include articles on political and religious issues.
"Kashmir is a religious state," she says "how can you ignore religion here?"
Embarrassment
But other students, such as Fahim Aslam are more positive, describing She as a "very good magazine indeed".
"I can't say dating is very prevalent in our society, but it's a problem, it exists. And if the magazine addresses it in the shape of an article or a news story, I don't see anything wrong with that," she says.
In the meantime the subject of dating seems set to continue causing red faces.
While chatting to a young woman at the university, I asked her if she had a boyfriend.
She turned beetroot red. "It's my private matter", she replied.
And that explains the unease many are displaying here.
"Affairs happen everywhere, it's normal, it's as old as civilisation. It started from Adam and Eve," said Rashid, a communications student.
"But here it's a taboo, it's not talked about."
