No additional cost will be levied on the reader. The advertisement and the content ratio will remain the same for the Navi Mumbai edition.
The launch issue carried a front page editorial jacket announcing the launch of The Times of India Navi Mumbai edition. Page 2 carried the findings of an extensive survey done for Navi Mumbai. There were also multiple local and topical stories about Navi Mumbai in the inside pages.
Speaking about the launch, Rahul Kansal, executive president, The Times Group, says, "Navi Mumbai has evolved into a self-sustained township and has become an infrastructure marvel, which hosts numerous malls, multiplexes, a new international cricket stadium, proposed international airport, best medical facilities and top educational institutes. At the same time, the readers in this suburb have also evolved and look for more local news which are relevant to them and affect their lives. The unprecedented growth of Navi Mumbai and the need for more local Navi Mumbai news merited a separate edition for Navi Mumbai."
The newspaper created buzz about the Navi Mumbai edition by putting up hoardings, announcements on radio, print ads in the Mumbai edition and through conversations on the social media using Facebook.
The Times of India is the flagship brand of Bennett, Coleman and Company and is a widely accepted paper in Mumbai. According to an IRS report, the newspaper has a readership of more than 15 lakh.