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Hard Battle for Patrika in Chattisgarh

Patrika launched second edition in Chhattisgarh in 6 days; would the daily be able to conquer the fort of Chattisgarh?

Rajat Arora | Delhi | September 28, 2010

From the royal land of Rajasthan and from the heart of Hindustan, Madhya Pradesh, the fight has now reached the mineral rich state of Chattisgarh. Patrika has open swords against its arch rival Dainik Bhaskar in Chattisgarh market, which is strong hold of Dainik Bhaskar, by launching two editions.

Patrika has been making lot of waves in the Chattisgarh market these days. The Hindi daily has launched its second edition in Chattisgarh in quick succession. Patrika entered Chhattisgarh with its Raipur edition hitting newsstands on September 19, 2010 and within 10 days of its Raipur launch; Hindi daily has also started its Bhilai edition.

Chattisgarh, a Hindi heartland, has predominantly been the stronghold of Dainik Bhaskar followed by Haribhoomi. The fight with these two seasoned players won’t be easy for Patrika as in Madhya Pradesh also where Patrika was launched in 2008; it has hardly been able to affect the readership of Dainik Bhaskar.

And if we look in Rajasthan, the stronghold of Rajasthan Patrika, Dainik Bhaskar has eaten up the major chunk of Patrika’s readership over the years.

Now with its Chattisgarh launch, Patrika is all set to explore the untapped market of the mineral rich state. But the fight here is going to be intense as Bhaskar holds the major chunk of readers followed by Haribhoomi and Nava Bharat. Bhaskar has AIR of 10, 21,000 in Chattisgarh and is followed by haribhoomi with 8, 51,000 readers. At no.3 is hindi daily Nava Bharat with 7, 76,000 readers. Naidunia is at no.4 with 3, 55,000 readers.

Patrika may be flexing muscles in the Hindi heartland but one thing is sure that the way is not going to be easy for the Hindi daily.

Rajat.Arora@BestMediaInfo.com

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