India’s fastest growing business newspaper, Mint, published by HT Media Ltd, the company that owns the Hindustan Times, made its foray into the southern region on Monday with a Bangalore edition, with early reports suggesting a strong start-up impact.
The paper, published in partnership with The Wall Street Journal, was launched last year in Delhi and Mumbai, focusing on in-depth reportage with clarity and packaged in a convenient Berliner size in a competitive marketplace.
Its publisher, Rajan Bhalla, said Mint had kicked off in Bangalore with a well-targeted pre-booked subscription that focused on upscale localities and senior managers.
“We are starting out with a circulation of 12,000 on Day One,” Bhalla said.
“It has been received very, very positively. The visibility is high,” he added.
Bhalla said the launch of the edition was preceded by a systematic brand building campaign with potential readers and vendors for more than two months.
“We are delighted to launch Mint in Bangalore,” said Rajiv Verma, CEO, HT Media Ltd. “It is a key centre for commerce in the country. So being here is a natural evolution for Mint and HT Media.”
“By providing refreshing clarity in business news, Mint has already carved out a niche for itself among discerning business readers in the nation’s political and commercial capitals, where it is the No. 2 paper in terms of circulation with over 100,000 copies,” HT Media said in a statement.