A tri-weekly tabloid style newspaper catering to younger readers was launched in Mumbai by e-sense Entertainment on Monday.

Yuva is aimed at readers ages 18 to 32 and will come out every Monday, Wednesday and Friday. Priced at Re 1, it is beginning with 16 colour pages and the initial print run is 300,000 copies. The newspaper will be circulated via the city's newsstands and rail stations with a high concentration of colleges and corporate houses. Plans to expand circulation to the rest of Maharashtra will go through once the tabloid is more established in Mumbai.

Before Yuva was created, the Chetana Institute of Management and Research conducted extensive surveys, and found there were no newspapers catering entirely to young readers, said Rajeev Pai, the newspaper's editor.

“We found potential in this and thus came up with Yuva,” Pai is quoted as saying in an agencyfaqs! article. “Though there are pages dedicated to youth here and there in the dailies, there is no consistency and no seriousness. You will find many pages just dedicated to fashion, movies and music. We found that there are many issues that bother the youth and Yuva will address them.”

Amit Gupta, Yuva's head of marketing, said the newspaper will be promoted via print, radio and online.