Sadanand introduced several innovations and reduced the price, but later sold part of his stake in the form of convertible debentures to Ramnath Goenka due to financial difficulties.

When The Free Press Journal further went into financial decline in 1935, Sadanand lost ownership of Indian Express after a long controversial court battle with Goenka, where blows were exchanged.

The Hindu, its rival, helped considerably in re-launching the paper, by getting it printed temporarily at one of its Swadesimithran's press and later offering its recently vacated premises in Madras at 2, Mount Road later to become the landmark Express Estates.

In later years, Goenka started the Mumbai edition with the landmark Express Towers as his office when the Morning Standard was bought by him in 1944.

The New Indian Express is now published from all 22 major cities in Andhra Pradesh, Karnataka, Kerala, Odisha, Tamil Nadu Telangana and Morning Standard from Delhi.

In April 2008, the newspaper underwent a major, drastic and exceptionally modern layout and design makeover and launched a huge advertising campaign.

In October 2007, The New Indian Express launched a 40-page Friday magazine supplement (now, total colour) called Indulge exclusively for the Chennai edition.