In line with its recent expansion into the Gujarat market and having consolidated its market position in Mumbai, DNA has now launched its Pune edition.
K U Rao, CEO, DNA, said, “In line with strategy to become the dominant player in Western India, DNA has expanded to Pune after Gujarat. And in markets where we operate, we intend to be the leader both in circulation and revenue.” Rao further said that the overall target was to make DNA a Rs 1,000-crore company by 2011 and that the Pune edition would give around 10 per cent of that number.
DNA’s Pune edition is going to be custom designed for the city’s readers and though a large part of it would have content similar to the Mumbai edition, it has been designed keeping in mind local tastes.
Sheena Saji, Marketing Head, DNA, said, “The paper will be initially printed and published from Mumbai. A state-of-the-art plant is currently under construction in Pune, which is expected to be commissioned by May-end. The Pune team is fully staffed with more than 100 people on board.”