Promoting Books with Shiv and Chitra, Episode 1: A Fresh Approach to Marketing
The revival of reading in India's book market was a hot topic in the debut episode of Businessline's The Marketing Hangout with Shiv & Chitra, which was published on August 1, 2025. The episode, titled "Are bookstores dying or is reading making a comeback?", was hosted by Chitra Narayanan and Shiv Shivakumar, and featured Gaurav Shrinagesh, CEO at Penguin Random House India, as a guest.
According to Gaurav Shrinagesh, there is evidence of a resurgence in reading in India's book market. Online order volumes for books grew by an astonishing 200% compared to the previous year, indicating a strong comeback of print and physical books among readers across India. This resurgence is supported by factors such as summer holidays, exam preparation, and gift-giving occasions, which have reignited people's interest in flipping physical pages despite the popularity of digital content.
Influencers are also playing a significant role in shaping sales in the book market. According to Shrinagesh, younger audiences are considered key to the growth of the book market. Digital adoption, vernacular interfaces, and increased smartphone usage have expanded the reach of book buying beyond metropolitan areas, fueling this growth. Furthermore, initiatives like Bookstagram on Instagram are making reading more socially engaging and accessible, reshaping how books are discovered and discussed in India.
The episode also discussed how the book world is changing. Shrinagesh talked about what it takes to make a book a bestseller, highlighting the importance of digital marketing, social media presence, and influencer collaborations. The episode concluded with a discussion on the future of the book market in India, with a focus on the potential for growth and innovation in the years to come.
For more information on the episode, listeners can tune in to Businessline's The Marketing Hangout with Shiv & Chitra. Prethicshaa Gurumoorthy is the producer of the episode.
[1] Source: Businessline, "Revival of reading in India's book market: The resurgence of print and physical books", August 1, 2025. [5] Source: The Hindu, "Bookstagram: The rise of book influencers in India", May 15, 2025.
- Subscription services for physical books are expected to increase, boosted by the resurgence in reading and the broader reach of book buying in India, thanks to digital adoption and vernacular interfaces.
- With the growth in reading and the influence of book influencers on social media platforms like Bookstagram, entertainment and literary content are becoming more intertwined in India, marking a shift in how books are perceived and engaged with by younger audiences.
