The Chitralekha Group, publishers of Chitralekha Gujarati, is launching a USA/Canada edition in January. Gujaratis constitute a whopping 40 per cent of Indians residing in America, and Chitralekha, with its 57-year-old lineage, is a fondly remembered household name amongst these expatriates. Hence, an edition providing news and information about their homeland coupled with some local content has been long awaited by these non-resident Gujaratis to connect to their roots.
Maulik Kotak, Chairman of the Chitralekha Group, said, “We are very excited about the project and the initial reaction has been very positive.”
Added Mitrajit Bhattacharya, Publisher, Chitralekha, “It was a natural extension to take the brand to the largest non-resident Gujarati (NRG) market, the US. We have set up a very capable infrastructure in the US to handle printing, subscription, distribution, marketing and ad sales. We are printing the magazine in Maryland and have large subscriber bases in New York, New Jersey, Boston, Chicago, LA, Houston, Toronto, etc. This edition is an ideal vehicle for advertisers like retailers, tour operators, tourism boards, etc., who are looking to attract the affluent NRGs and we are very happy with the ad bookings in the initial issues.”
The launch is backed by a huge media blitz in America with advertisements in TV and radio. Starting with a print run of 15,000 copies, the edition has received an overwhelming response from subscribers as well as the advertising fraternity wanting to catch the attention of a captive non-resident Gujarati audience. The price per copy has been fixed at $65 in the US and $80 in Canada. The ad rates have been fixed at $1,500 (Rs 66,000) for a full- page colour ad.