The Bhaskar Group-Zee owned DNA has chalked out plans to expand its reach and readership base in India. Diligent Media, which owns and publishes DNA, has announced that it will shortly launch the newspaper’s Gujarat edition. Moreover, it has revamped DNA Me, which comes complimentary with the daily in Mumbai on Sundays, and it would now be available across India as a national brand.
Talking about DNA’s overall plans, K U Rao, CEO, Diligent Media, said, “The intention is to become a large national player with dominant readership and circulation over the next three years. Our marketing strategy and the content plan would more or less remain the same -- like what we have in Mumbai. We are all set to make DNA Me a national brand, but it would still be given as complementary with DNA on Sundays in Mumbai.”
The refurbished 140-page DNA Me with superior newsprint quality, is priced at Rs 25, and would be available on the stands nationally from October 7.
The company has confirmed that it is looking at an investment of over Rs 100 crore in the Gujarat market alone. When asked about funding this investment, Rao said that the company was primarily looking at generating revenue internally, avoiding both private equity and capital markets.
R Jaganathan will be the Editor-in-Chief for all editions that the company may launch in the near fuure. Talking about the expansion plans, Rao said, “We are definitely looking at launching DNA in other major metros. Gujarat is our first step towards this goal.”
DNA Me has a circulation of 410,000 in Mumbai, and Diligent Media is planning to hike its circulation to five lakh across India, including Mumbai.