The TG comprises readers from multicultural, industrialised households who have migrated to Surat from neighbouring Hindi-speaking states.
Print media company DB Corp has announced the launch of Dainik Bhaskar's Surat edition.
The circulation is double that of Surat's existing Hindi newspapers, claims the group.
Girish Agarwaal, promoter-director, DB Corp, says, in a press note, "With the launch of Dainik Bhaskar in Surat, we have consolidated our presence in Gujarat. Surat, a developed industrial belt, is home to some of India's leading corporates, across sectors like textile, information technology and diamond polishing... our launch planning has been meticulous..."
He adds, "While Surat is a very competitive market with formidable print media companies catering to a large Gujarati reader base, it has significant untapped potential within a very large non-Gujarati speaking base - that's an important target audience for Dainik Bhaskar."
His TG comprises people from multicultural, industrialised households who have migrated to Surat from neighbouring Hindi-speaking states, and are looking for Hindi newspaper options.
Before launching the edition, the team conducted a survey to identify non-Gujarati areas (including localities thick with markets, MNCs, corporate houses) that have high "Hindi newspaper readership potential."
The non-Gujarati-speaking population of Surat, finds the group, is 28 lakh.
Satyajit Sengupta, chief corporate sales and marketing officer, DB Corp, says, "... At Bhaskar, brand building begins when our survey/research team interacts with potential customers to introduce the product and solicits views/feedback on their requirements. This forms the basis of our product creation... We look forward to emerging as the choicest medium for advertisers (in Surat)."
Flagship newspapers from the house of DP Corp include Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra Samachar.
The group publishes seven newspapers, with 63 editions, across 14 states in India.
A marketing campaign, including billboards, kiosks and banners, to promote this new edition is underway. The copy on the billboards reads: 'Ab Suraj Ugega Pashchim Se Surat Ke Aasman Mein', 'Surat Ke Aasmaan Ko Chahiye Apna Haq Be-Hichak Boliye', 'Surat Ke Haq Ki Baat Sunne Aapke Ghar Aa Raha Hai Dainik Bhaskar Ab', 'Ab Surat Hoga Duniya Se Do Kadam Aage Antar-Rashtriya Quality Ka Hindi Akhbar Dainik Bhaskar 29 April Se Surat Mein'.