Patrika enters Chhattisgarh, launches Raipur edition

Patrika's publication started with a human gesture, when a hawker started the machine by pressing its button. Deavngn, the veteran hawker said I have been working for 40 years as a hawker this is for the first time that any newspaper has honoured any hawker like this. Patrika's entry in Chhatisgarh was thus marked in history on 19th September 10 with the launch of its Raipur edition.

The rarest of combination and the most pragmatic of confluences, a state with immense potential now becomes the latest destination for a newspaper, which has since the last 5 decades been the symbol of credibility and trust. Patrika, after its huge success in Madhya Pradesh, where it has gained a great following by the readers, now with the launch of its Raipur Edition in Chhattisgarh adds yet another state to its fold. Patrika is now being published from 7 states.

With a well designed product, powerful & unbiased content and the seal of goodwill that the brand enjoys, the tell-tale signs of Patrika's popularity are being witnessed in Chhattisgarh.

Patrika's entry in Chhattisgarh has created a resounding buzz in the market and with its pre-launch campaign in the state bringing forth the issues that relate to the citizens directly. The promise and the will to come out as the voice of the people of Chhattisgarh has been the key point in the positioning of the newspaper amongst its prospective readers. Patrika looks forward to gain rapidly in the state on the grounds of its journalistic values that are unbiased, unafraid and totally wedded to the truth.

As per Bhuvnesh Jain, Editor, Patrika Group: "The product that we offer to our readers is a wholesome package of national and international issues with an apt mix of sports, business and entertainment. The city supplement caters to highlight and expound the contemporary culture and lifestyle of the cities, whereas Patrika Nano, is totally dedicated to bring out the local issues and campaign for them intensely. The readers of Madhya Pradesh showered a lot of affection on Patrika, as it really exemplified its repute of being the democracy's fourth estate. We promise to live up to the expectations of our readers in Chhattisgarh as well and their eager anticipation for Patrika encourages our spirit furthermore."

Patrika in its 3 month long Pre-launch survey in Raipur took a stock of the situation faced by the readers in the city. Backed by a strong team of over 500 surveyors, Patrika contacted over 1.45 lakh households in the city. The response of the pre-launch survey was quite encouraging and it further aided patrika's strategy to penetrate the newspaper market of the city effectively.

As per B R Singh, Senior General Manager, Circulation, Patrika Group: "Comparing IRS 2008 R2 with 2010 Q2, we witness a steep year-wise decline in the readership figures of the major players of Raipur City in Chhattisgarh. This clearly indicates that the readers are looking for a better option. The point of discussion gets even more interesting when we compare the situation of the newspaper market vis-à-vis the boom, which the state economy currently enjoys. This further reinforces the belief that a newspaper with credibility and courage is the awaited product which will eventually find its rightful place in every household of the state."

The existing players in state too have given in to Patrika's dynamic entry in the state. Sensing a shift of readers, reduction of prices in the upcountry editions, introduction of new products and low cost variants, changes in the existing product composition and reader response schemes, all possible measures are being exercised to match the impact of Patrika's entry. The rock-solid marketing strategy backed by an equally dominant product are giving the competition a run for their money in the state and the encouraging market response is also adding to the stir created by Patrika.

According to Arvind Kalia, National Marketing Head, Patrika Group: "Chhattisgarh had to be our next destination owing to its amazing potential. The existing players have failed to capitalize on their reader base even when the possibilities to do so are huge. The governance is encouraging, the economy is progressive and the youth is powerful, these are the drivers that make or break the possibilities for a newspaper in the state and we look forward to reap the benefits to the maximum. We have offered a much better and more enlightened product to the readers and this would be the decisive factor in our inevitable success. We are offering our readers three newspapers in the price of one and the brighter part is that we have an all colored newspaper, which happens to be a big differentiator. Patrika has proved its mettle in a short span of 2 years in the neighboring state of Madhya Pradesh. It has rightfully emerged as the fastest gainer in Madhya Pradesh and we look forward to repeat the same feat in Chhattisgarh's market as well."

The reasons to choose Chhattisgarh, as earlier communicated by Patrika group were quite evident given to the solid economic potential and the immense possibility that the newspaper market has to offer in the state. As per data announced by Govt. of India in economic survey on 25th Feb. 2010 the "Per capita Income on current Prices' was quoted as Rs. 34,483/- for Chattisgarh and Rs. 18,214/ for Uttar Pradesh.

It is well known today that, Chhattisgarh proudly stands as the state with the Highest GDP growth in India. A predictable economic boom is also a strong indicator for the decision, as in the last fiscal year Chhattisgarh was amongst the top 3 states in India to attract the maximum number of investment proposals. Thus, the youngest and the fastest growing state in India has found its perfect match in Patrika, the fastest growing newspaper in Madhya Pradesh.

The legacy of Patrika Group's flagship company is being carried forward with the same zest and journalistic brilliance by Patrika in Madhya Pradesh and now with Chhatisgarh, the impact of Patrika as the fearless voice, which stands for the truth will be magnified even more. Rajastha Patrika has 12 editions within the state of Rajasthan and five editions coming out from the non-Hindi speaking Indian states including Gujarat Karnataka, Tamilnadu and West Bengal. Patrika, in Madhya Pradesh has 6 editions coming out from Bhopal, Indore, Ujjain, Ratlam, Jabalpur & Gwalior. Patrika's entry in Chhattisgarh with the Raipur stands as the 27th edition for Patrika Group.