Eenadu, headquartered in Hyderabad, India, is the largest circulated Telugu news daily in the state of Andhra Pradesh and the world. According to NRS (National Readership Studies) 2005 it has a readership of 134,000 and is the third most circulated regional language daily and 10th most circulated daily in India. Eenadu (meaning “Today” in Telugu) was founded by the Indian media baron Ramoji Rao in 1974. It has played a role in both crowning or dethroning governments in Andhra Pradesh. It has also successfully adapted the latest publishing and communication technologies into the Telugu language. Eenadu’s rapid expansion enabled diversification of its portfolio by venturing into numerous other markets such as finance and chitfund (Margadarsi chits), foods (Priya Foods), film production (Usha Kiran Films), film distribution (Mayuri Films), and a group of television channels (ETV). All the businesses are organized under Ramoji Group.
Initially, the circulation of Eenadu was limited. When launched in the city of Vishakapatnam, it wasn’t able to sell more than 3,000 copies a week. Eenadu found itself struggling to become a daily publication ranked amongst other popular rival publications.By 1975, Eenadu managed to achieve its target of becoming a daily publication. However, it was popular in regions and rivalry was still an issue. Eenadu hired a new set of directors to be part of its key decision and management group which drove it towards what it is today: the mostly highly circulated newspaper in the region.
Eenadu was launched from Vishakhapatnam in 1974 by Ramoji Rao, a businessman with other successful enterprises: Priya Pickles and Margadarsi Chitfunds. At that time, the Andhra Prabha, owned by the Indian Express Group, was the leading regional newspaper.Eenadu began with a print order of 4000 copies, composed by hand and produced using a second hand printing press. But by the time it was admitted into the Audit Bureau of Circulations in 1976, its circulation was 48,000. By 1978, Eenadu surpassed Andhra Prabha’s circulation and by 1995, two other rivals Andhra Patrika and Udayam folded up, leaving Eenadu with over 75% of the audited circulation of Telugu dailies. This was primarily due to its remarkable marketing strategy.
