From televisions and textiles to fast moving consumer goods and newspapers, the Bhaskar group's journey so far has been nothing less than spectacular. And with its flagship Hindi daily newspaper, Dainik Bhaskar, climbing new heights of success, its future seems to be even more promising.
The Bhaskar group's evolution from a small family business group to a Rs. 1,700 cr business conglomerate, engaged in television, visual media, providing Internet service, fast moving consumer goods, textile, edible oils, table salt, solvent extraction, hotels, printing, oil refinery, export of precious stones and producing India's largest selling newspaper with around 1.57 crore readers, is unmatched. They owe their success to the strategies they implement. One such strategy is the concept of direct marketing which they implement from the very first day they enter any new market to establish a leadership position.
Over the years, moving towards the world's largest `multi-language' newspaper vision, the group has grown into India's largest selling daily newspaper with a circulation of 25,31,947 copies a day. It gained revenues worth Rs. 256 cr in 2002-03. It has 23 editions and 68 satellite editions spread across eight statesMadhya Pradesh, Chhatisgarh, Rajasthan, Maharashtra, Haryana, Chandigarh, Uttar Pradesh and Gujaratwith each printing unit printing multiple editions to provide local coverage to areas around the printing center.
To increase readership and satisfy the reader, Dainik Bhaskar is published in color with quality content; it enrolls readers before the launch of a new edition for confirmed circulation. It uses mass market research not only to understand readers, but also to lock them in for long periods to keep competition at bay. A study indicated that supplements in vernaculars are read more than even the main newspaper.
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