Come May 29, 2004 and the Bhaskar Group would take on some more competition, but this time in the international market. The group is launching an edition of Divya Bhaskar in the US. Planned as a weekly, the publication will cater to the Gujarati populace in North America.
Girish Agarwal, Director, Marketing, Dainik Bhaskar, informed that the other Gujarati papers that already exist in the North American market are Gujarat Times, Gujarat Samachar and Sandesh. Said he, “The circulation figures of these papers currently are anywhere between 20,000 to 25,000. We are expecting to make a substantial dent in the market.”
“Talking in terms of readers in North America, there are about 1.5 to 2 lakhs Gujarati households that these papers cater to,” Agarwal added, “These people look for a mix of information about what is happening back home and about the local events and happenings there that are more specific to them. This is what this paper looks at providing.”
Explaining that further he expressed that the pages of the 44 page weekly will be made in Gujarat, “We have our office set up in New York complete with the editorial, sales and marketing team. The editorial there would look after the local news. The printing too will be done in USA.” Divya Bhaskar – North American edition will be available at the cover price of $1. The group intends to reach New York, New Jersey, Chicago, Detroit, San Francisco, Los Angeles, Houston, Atlanta, Toronto and Florida.
When asked why not a Hindi publication, he replied, “Internationally, such publications sell better in communities. Gujarati people live in communities but you don't get clusters of Hindi speaking people. So it makes sense to launch a Gujarati edition there.”
Bhaskar Groups Chairman Ramesh Chandra Agarwal along with the Managing Director Sudhir Agarwal will also be joining the Divya Bhaskar team at New York for the launch of the new edition.
(First carried on site on May 21, 2004)