Top Story


Home >> Media – Print >> Article

Bhaskar plans to launch Aha! Zindagi in Gujarati in January 2006

Font Size   16
Bhaskar plans to launch Aha! Zindagi in Gujarati in January 2006

Aha Zindagi (Hindi) has proved to be a successful stint for the Bhaskar Group so far, and now the publication house is ready to launch the Gujarati version of the magazine as well. The launch is planned for January 2006 and Bhaskar officials expect the inaugural issue to hit with a circulation of 70,000.

The magazine’s editor is Yashwant Vyas. For Executive Director of Divya Bhaskar, Bharat Kapadia, who will also spearhead Aha Zindagi Gujarati, the Chitralekha experience sure proves to be handy now. Speaking more on the product he said, “We believe that today there is no option like Aha Zindagi available to the Gujarati community and with changing life style, they desire such a product.”

Further on the group’s thought process behind the project, he said, “The rational for any business is viability and the need – interest – expectation and acceptance by its target audience.”

He further cited that even though magazines on the whole were said to have declined, the experience with Aha Zindagi had been a positive one, with the magazine making 1.35 lakh copies circulation (ABC Jan to Jun 05) and a 5.95 lakh readers (NRS 05) in its first year of operation.

“Surely, there is a huge demand for such a publication, which is reason enough to look for brand extension. We strongly believe that the Gujarati community in India has one of the most positive entrepreneurial approaches to life. They would appreciate this kind of content,” Kapadia added

Expressing that there would be a few areas of common content between the two magazines, Kapadia said that most of the content would be specially developed for the Gujarati edition. Said he, “Content for a magazine is always decided on two counts – the basic philosophy or the brand's reason to exist and the choice and interest of its reader. It’s a balance that makes a publication succeed. In case of Aha Zindagi Gujarati, the direction will still be positive life and a magazine for the whole family but most of the content will be specially developed, as it needs the Gujarati viewpoint.”

As to how this new initiative would help the group on the whole, Kapadia replied, “It’s another product from the Bhaskar Group targeting the same community, cutting across the whole community. There will be readers, who are currently not in the Bhaskar fold that will experience the Group’s product.”

Aha Zindagi Gujarati will be available in Gujarat and places with high Gujarati populations like Mumbai, Maharashtra and Indore amongst others.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.