Once India’s fifth-largest newspaper, Mumbai Mirror is bidding to regain some of its old spirit with a decision to resume daily print publication from next week.

Bennett, Coleman & Co, which publishes the Mirror as well as the Times of India – known as the world’s largest English-language daily – calls it “the city’s swagger, soul, and street-smart voice”.

Launched in 2005 reportedly as a “ring-fencing” exercise to protect the Times, the tabloid daily was put on “pause” in 2020 during the Covid pandemic, transferred to a separate company and repackaged as a weekly.

A couple of years earlier, it had been read by 1.8 million, claimed to be the fifth most popular English language newspaper in the country.

Upbeat announcements from the publisher promise a “bolder, edgier avatar” becoming “the loudest, most impactful voice of the maximalist city and its people”.

Brand head (languages & Mumbai Mirror) Subhayu Bagchi says TOI is sure the brand will get the city talking, “with content that reflects the city and its vibe, made by reporters, writers, columnists, trend spotters who understand the city’s pulse very well.”

To be sure, they’re resuming the paper’s sex advice column, “reimagined for current audiences”, and a gossip section covering local figures and events. “The paper also plans to feature reporting on sports, culture, and local city moments. Additionally, the new run will include a personal finance section offering advice, alongside content related to relationships, health, and personal development.

With an “unfiltered approach” to reporting. The newspaper will be distributed in key areas across Mumbai, including central Mumbai, Bandra, Andheri and the western suburbs, positioning itself as a medium for advertisers targetting specific neighbourhoods

“Mumbai Mirror has always been more than a newspaper – it’s been the city’s swagger, soul, and street-smart voice,” says publishing chief executive Sivakumar Sundaram.

“Sharp, fearless, and unapologetically local. Even during its pause, the love never faded. Our research tells us young Mumbaikars still crave credible, hyperlocal storytelling –and they trust print more than ever.”

Pictured: A BCC promotion for the relaunch