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Dainik Jagran: sustaining leadership in the newspaper industry

Tirthankar Nag (Department of Strategy, International Management Institute Kolkata, Kolkata, India)
Rituparna Basu (Department of Marketing and Entrepreneurship, International Management Institute Kolkata, Kolkata, India)
Buroshiva Dasgupta (NSHM Institute of Media and Design, Kolkata, India)

Publication date: 11 April 2017


Subject area

The subject area is strategy and business.

Study level/applicability

The case can be used for MBA students. This is equally effective in short courses meant for low-to-mid-level working executives. The case is suited for classes in strategy, general marketing, media management and family business courses.

Case overview

Dainik Jagran – a vernacular daily – is the most read newspaper in India. Under the banner of Jagran Prakashan Ltd.; which is one of the leading media houses in India, the success of Dainik Jagran has been an outcome of the strategic marketing decisions taken by its founder and his successors in the post-independence era. With extensive circulation, it created a large readership base and took bold decisions to launch multi editions to its daily through a series of acquisitions, mergers and consolidations from 1975 to 2010, enabling it to step into product diversification. Readership surveys, investments in technology, advertising, regular branding events and smart phone applications are a few tools that helped. While the group has diversified into other industries, there is an underlying anxiety about the future prospects of its newspaper business. With the onslaught of online news dailies, will Dainik Jagran be able to expand and maintain its readership base using its previous business and marketing strategies? Or is it time to change strategies for businesses in the newspaper and allied media industry in India?

Expected learning outcomes

The study has the following outcomes: application of value chain concept in businesses serving two-sided markets; application of environmental analysis, Porter’s five forces analysis and related strategy concepts; and learning to critically approach and develop a sustainable growth strategy framework for a successful family-run newspaper business in India.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 11: Strategy.



The authors wish to acknowledge the contribution of Farheen Tabassum, Research Assistant at IMI Kolkata, during the preparation of this teaching case.


Nag, T., Basu, R. and Dasgupta, B. (2017), "Dainik Jagran: sustaining leadership in the newspaper industry", , Vol. 7 No. 1.



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