Autocar India has put together a content-sharing agreement with Chitralekha, a Gujarati general interest magazine. The first issue will be an eight-page magazine within a magazine in Chitralekha’s regular January issue.
The insert will have a separate cover with the normal Autocar India masthead but written in Gujarati, and will be included in all of Chitralekha’s editions, which reach 240,000 homes.
Mitrajit Bhattacharya, president and publisher of the Chitralekha Group, says: “Autocar is the best name in the trade. Gujaratis are the biggest buyers of automobiles and Chitralekha reaches them week after week. Therefore, it makes sense to do the tie-up. Auto companies, I am sure, will be excited with a proposition such as this one.”
He said that the frequency of the Autocar insert has been kept to once a month because “buying a car is a big decision and does not happen overnight. Monthly is a good frequency to cater to the discerning audience with the best of news, views and opinion about the auto world, without being late.”
Chitralekha and Autocar India hope the insert will lead to an independent version of Autocar Gujarati. “We will monitor the success of the eight-pager closely, which should ideally lead to the launch of an independent magazine,” adds Bhattacharya.
Chitralekha is the flagship publication of the Chitralekha Group based in Mumbai and sells for 15 rupees per issue.
