Patrika embarks upon Chhattisgarh

A market leader in Rajasthan, Patrika has 12 other editions within the state and other 5 editions coming out from the non-Hindi speaking Indian states viz. Gujarat, Karnataka, Tamilnadu & West Bengal. It covers MP with six editions that are included to cover Bhopal, Indore, Ujjain, Ratlam, Jabalpur and Gwalior. Within over just 2 years, it has garnered a more than decent share of the market in MP.

Chhattisgarh has been chosen by the Patrika group for various reasons one of them being its highest GDP growth in India.

According to Arvind Kalia, National Head Marketing, Patrika Group Chhattisgarh has immense potential with a market size of over Rs. 56 crores. Also the fact that the state is fast developing as the power hub of the country only adds to the list.

"It's the comparison between the economic scenario and the existing newspaper market in the state which raises questions. If we compare the IRS figures of 2008 to 2010 of both Chhattisgarh and Raipur city, we can see a constant decline in almost all the major players in the state, especially amongst the intellectual and the affluent segment of readers. This is a clear indication that there's ample scope for a more credible option in the state. Among a breed of young readers, pro change readers, readers with a national and global outlook, the acceptance rate is very high and a product, which answers their need is awaited eagerly. There's a genuine demand for a new player to step in the market." he further added.

Foreseeing the entry of Patrika in Chhattisgarh, the existing players in the state have already begun initiatives to face its competition. Counter strategies like reduction of prices in the upcountry editions, introduction of new products and low cost variants, changes in the existing product composition and a spree of marketing and reader response schemes etc are already on a roll so that they can maintain their audience.