MUMBAI: Eastern India‘s media powerhouse ABP Group Monday launched its first morning Bengali tabloid Ebela, a product aimed at fighting against Times Group‘s new Bengali daily Eyi Shomoy on price and demographics.

ABP has flanked its flagship newspaper and clear market leader Anandabazar Patrika. A direct price war waged by Anandabazar Patrika would have hurt its revenues and it couldn‘t have been able to match the financial muscle of the cash-rich Times Group.

Targeted at young urban readers, the new 32-page tabloid will compete with Times Group‘s Ei Samay which will also target the same demography.

Times is offering Eyi Shomoy subscription rate at Rs 175 for six months. Going a step ahead, ABP is offering Ebela at Rs 150 for six months.

The existing readers of Anandabazar Patrika and The Telegraph will get Ebela at a discounted rate of Rs 90 for six months.

Headquartered in Kolkata, ABP Group publishes English language daily newspaper The Telegraph in addition to several Bengali language magazines. It also runs television news channels -- ABP News, ABP Ananda, ABP Majha and Sananda TV.