The launch broke through the clutter and established Mint as the business newspaper of the new India. A business newspaper that got the message across clearly without the reader having to plod through tiresome jargon.At the end of the activity, out of 20,000 households each in Kolkatta and Chennai, over 11,000 and 12,000 respectively became Mint subscribers. This overwhelming response meant that a niche product like Mint had to increase its print run in these markets.The entire activity was carried out within a shoestring budget of Rs 3 million ($60,000) in each of these markets.