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In page Urdu:

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More recently in India, Urdu speakers have adopted Devanagari for publishing Urdu periodicals and have innovated new strategies to mark Urdu in Devanagari as distinct from Hindi in Devanagari.[citation needed] Such publishers have introduced new orthographic features into Devanagari for the purpose of representing the Perso-Arabic etymology of Urdu words. One example is the use of अ (Devanagari a) with vowel signs to mimic contexts of ع (‘ain), in violation of Hindi orthographic rules. For Urdu publishers, the use of Devanagari gives them a greater audience, whereas the orthographic changes help them preserve a distinct identity of Urdu.[7]