The distribution of the magazine will be handled in-house by the Amar Ujala Group. The new title will be on the lines of Saras Salil and the content mix will include news, opinion, and entertainment. It will initially be distributed free of cost with Amar Ujala for four weeks, after which it will bear a cover price of Rs 2.
The magazine will eventually have a print run of 1 lakh once it is a standalone. The group further plans to launch five more titles in the near future. It also plans to introduce a standalone broadsheet titled Kalp Vriksh. It will be an all-colour title with spiritual stories, similar to that of The Times of India’s Speaking Tree. Kalp Vriksh will be an eight-page strong edition.