Etemaad launched on 1 January 2002 as an Urdu broadsheet in Hyderabad, introduced to readers by a chief editor promising colour pages, state-of-the-art printing and coverage that would make an Urdu reader as information-conscious as a reader of any national daily. That chief editor is Burhanuddin Owaisi, son of Sultan Salahuddin Owaisi, and the paper is owned by All India Majlis-e-Ittehadul Muslimeen, the Hyderabad-based political party the Owaisi family leads. The name means trust or confidence in Urdu. Its own launch statement described the founders as a Hyderabad-based family known for work in empowerment, education and banking, without naming the party. It publishes from the Darussalam complex, the AIMIM headquarters, runs a city edition of twelve pages, and maintains separate English and Urdu websites alongside an e-paper. Today, Etemaad Daily is mainly focused on Hyderabad and Telangana news, national Indian politics, Muslim community affairs, AIMIM party coverage, international news from the Islamic world, crime, sport and entertainment, published in Urdu and English, from their base in Hyderabad, India. One interesting fact: The paper's own about page describes its founders as a Hyderabad family known for empowerment, education and banking work. It does not mention that the family runs the political party that owns the newspaper.