Divya Marathi launches 5th edition from Solapur

With five editions, Divya Marathi now covers the whole of central Maharashtra

BestMediaInfo Bureau | Delhi | April 2, 2012

Dainik Bhaskar Group, India's largest newspaper group, has announced the launch of the fifth edition of its Marathi newspaper, Divya Marathi, from Solapur in Maharashtra. The first edition of Divya Marathi from Aurangabad started in May 2011 and soon editions were launched in Nashik, Jalgaon and Ahmednagar.

Solapur, with an urban population of more than14.7 lakh and a high per capita income of Rs 61,700, is one of the major cities of south-western Maharashtra. It is expanding swiftly as a business and industrial hub with a growing number of educational institutes and healthcare facilities.

With five editions, Divya Marathi now covers the whole of central Maharashtra. Divya Marathi's Solapur edition is overall the 65^th edition of the group.

“Through the Solapur launch of Divya Marathi, we continue to steadily enhance our footprint in Maharashtra and we now have five strong Marathi editions along with Aurangabad, Nashik, Jalgaon and Ahmednagar, said Sudhir Agarwal, Managing Director, DB Corp Limited.

The key proposition of Divya Marathi's  Solapur launch campaign continued to be based on presenting an unbiased and fearless newspaper – “Na Ravanchi, Na Sahebanchi, Aata Chalel Tumchi Marji” (Neither influential class, nor politicians; now public opinions will matter). This was the central theme for the launch of the other four editions of Divya Marathi.

Nishit Jain, State Head – Maharashtra, DB Corp, said, “The success is a reflection of the critical role brand building can play for a new entrant. It reflects across our processes. Our planning has been meticulous, including understanding the demographic nuances. This sharp focus on planning, management, marketing and branding has resulted in a successful launch of the Solapur edition.”

Dainik Bhaskar Group also adapted its robust twin contact programme, wherein it conducted a door-to-door survey to map in-depth understanding of the readership pattern and readers' needs. This intensive research was followed by distilling the findings to develop a strong reader-focused and engaging product.

On the lines of other centres in Maharashtra, the survey in Solapur too strongly indicated a desire for an unbiased newspaper and focus on local developments in their area.

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