The document discusses the price war that occurred in the Gujarat newspaper industry between major newspapers Dainik Bhaskar Group, Sandesh, and Gujarat Samachar. Dainik Bhaskar launched the Divya Bhaskar newspaper in Ahmedabad with a promotional price of Rs. 1.50 for a one year subscription without any advance payment. This led to increased circulation of 452,150 copies, the highest in the country. In response to Divya Bhaskar's entry, competitors reduced prices and increased supplements. Sandesh cut its price to Rs. 1.50 and offered more pages and gifts with subscriptions. This marked the beginning of an intense price war between the major newspapers in