Newspapers are many. But how many of them really satiate the information needs of the readers? A very few. This is more so in the case of Urdu readers. These newspapers either have their own agenda or go in for cascading advertisement revenue. Ultimately the reader feels that he has not been served the news he wants to read.

ETEMAAD is being launched by a Hyderabad-based family well-known for its constructive activities as empowerment, education and banking. It is staffed by experienced journalists from the print medium.