Did you also notice the new look of rediff ! If not have a look at the site http://in.rediff.com.
Here is the justification for the same by the CEO Ajit Balakrishnan:
The Internet is first, and foremost, about helping you connect with the world. The joy of being online is all about the interesting people you encounter and the opportunity to exchange views through the various tools we provide: Blogs (ILand), Social Networking (Connexions), Instant Messaging (Bol), Matchmaking (Matchmaker). We have gathered all these community services together under 'Featured Users' and hope this will make it easier for you to participate in our community...
Notice the word "community services" here.
So finally the indian portals have also started projected themselves as a community portal and service providers. Surely, content always matters, but what matters most is what is useful for the end-users.