Standard has released a Hindi business news website called www.BSHindi.com as an extension to its Hindi business newspaper, which was launched in February 2008.
According to Arun Natesh, head, marketing, Business Standard, "The idea behind launching a Hindi website is to make Hindi business news available through every possible medium. Many business owners in India access the Internet to get trading related information and a lot of them are more comfortable getting the information in Hindi as compared to English."
The site is currently offering business news related to the stock markets, companies, economy and investments sourced from Business Standard and news agencies such as Reuters, Bloomberg and PTI. There is a dedicated section for regional business news, which covers areas such as Lucknow, Bhopal, Jalandhar and Ludhiana.
Natesh says, "Currently, the site is in a preliminary stage and pushing content, but a lot of changes will be made in the near future. Live News and Live Stock Market Feed will be added very soon. We have plans to introduce financial tools which will help users calculate tax and manage their portfolio and finances. User generated content through blogs will also be introduced, but this will happen only when issues related to typing Hindi fonts are resolved. A Hindi e-paper and newsletter will also be made available to the users."
BSHindi.com will be promoted through e-mail marketing, and banner and search marketing. All promotional activities will be managed by an in-house team. Ads promoting the website have already started appearing in Business Standard and its English website, www.business-standard.com.
Business Standard is using digital media to promote its Hindi business newspaper, in addition to TVCs, OOH and print. It is using e-mail marketing to inform its readers about the Hindi newspaper and banner ads are being shown on Business-Standard.com and Webduniya.com, a regional language portal. SMS marketing is also being used to create awareness about the Hindi newspaper.