After the much-talked about launch of Hindustan Times in Mumbai, HT Media Ltd is preparing to take the print media battle to Madhya Pradesh with its Hindi brand, Dainik Hindustan. While the MP market is the home turf of Dainik Bhaskar, HT Media is confident that there is ample opportunity for Dainik Hindustan to get adequate footprint.
Speaking to exchange4media, Rajiv Verma, CEO, HT Media Ltd, said, “There is only one brand which enjoys a domineering position in MP. It is a market where readers have expressed a definitive need to get a quality offering which is national in context and which readers can believe in. They want to feel stimulated by being with the thought leader. That’s the kind of need the Hindustan brand is trying to provide to the MP market.”
Currently the group is studying the overall landscape in terms of the various offerings available, the habits of readers and their expectations. Said Verma, “We are trying to understand the readers’ requirements because we always start with the readers. We are also going to meet our potential advertisers and look at their needs. We are looking at four months to five months’ timeline to make our product available in that market.”
In addition to that, Hindustan is also trying to add value to its existing offerings in Delhi, Bihar and Uttar Pradesh. “But MP is a very attractive market and we will make sure that a quality offering is made available to the potential readers there,” Verma observed.
Verma feels that Hindi belt markets are fast evolving and the business opportunity they provide is very attractive. “I think with the literacy improving, these markets are becoming larger and larger. The second encouraging factor is the entry of more and more of consumer brands, both durable as well as FMCGs, to the second-tier markets. As India continues to improve its economic performance, some of these markets are going to achieve increasing buying power and that in turn will make these Hindi markets very very attractive,” Verma explained.