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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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18

The New Jewel in the Crown

BACKGROUND

Meerut, a vibrant city in western Uttar Pradesh, situated 56 km from Delhi and a part of the Delhi National Capital Region (NCR), is famous for its sports goods. BDM, S.S. STAG, SG. Premier Leguard, to name just a few, are all from Meerut, which is also very famous for its jewellery market.

Proximity to Delhi has helped Meerut to adopt the lifestyle of a metro, and the affluence of the city has further fuelled its growth. The city has a population of approximately 1.2 million. The city has two leading vernacular dailies, Dainik Ujala (DU) and Amar Jagran (AJ), which have an identical presence in the city. Apart from these, there is a very small English readership for The Times of India and Hindustan ...

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