National Book Promotion Policy: Where Are We?

The following article was based on a presentation I did at FICCI ( Federation of Indian Chambers of Commerce & Industry ) in 2011. The paper was published on BusinessWorld. The original link is here. I am also copy-pasting the text below.

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The demand for books is being propelled by India’s 8.8 per cent growth in 2010 and the reading habits of the burgeoning Indian middle class. Publishers forecast India will be the biggest English language book-buying market in the world. Today, it is the third largest after the US and the UK; but ahead of major Asian competitors such as China and Japan. The good news is that India is poised on the cusp of a great educational revolution. Today, if one averages seven textbooks per literate student, the agencies of the Indian government print 1.8 billion books per year. Plus another two billion exercise notebooks. The downside however, is that more than seven million children in India drop out from schools. And all they need is a book. For that to happen, these books have to be created. In India, the government has made a commitment of $7.56 billion every year for a period of five years and has set aside $3.33 billion for 2010-11. Today, the demand drivers for education are based on the fact that it’s a young nation which has a population of 400 million between the age group of 5 to 24. Of this, 220 million attend schools and colleges. The “guesstimate” for the Indian book publishing is US$1.9 billion. Of this, educational books and higher educational books dominate 60 per cent of the market share. Some of the other prominent segments or lists are trade/fiction, business and dictionaries. There are 19,000 publishers in the country. Trade books account for 30 per cent of output by value (at Rs 4,200 crore), of which local publishing makes Rs 700 crore. Trade in English-language publishing-including fiction, non-fiction, and textbooks-is equivalent to Rs 9,800 crore of the total value of Rs 14,000 crore.

These are only some of the statistics that are being bandied about the Indian publishing industry. A publishing eco-system in any territory is vast and complicated. The verticals in it are not as clear as in any other industry, but this unique interdependence between different departments in a publishing firm is also its strength. Editors are dependent upon sales and marketing departments to keep them informed about reading trends in the market and bookstores and if there is any growing demand. Similarly, editors are able to commission and select manuscripts that not only cater to existing demands, but anticipate and predict future trends. In order to allow for such experiments to happen, editors and their publishing houses are dependent upon decisions like the recent Government of India’s draft National Book Promotion policy. Policies, such as these, help in creating and sustaining new markets which in turn, help in the growth of the industry.

For this first article in a series devoted to the publishing industry (domestic and international), its various aspects and the business thereof, I will focus on the National Book Promotion Policy. There are some good ideas enshrined in the policy that are bound to have a positive impact on the industry. For instance, strengthening the library movement; making books available for the differently-abled, women, children and in the rural areas; collecting authentic statistics about books and publishing; promotion of reading habit; fostering a translation programme; offering reasonable postal rates and elimination/reduction of duties and finally, capitalising upon technological changes.

In order to be effective and link publishers with the intended readership, there must be a census of the book industry in India, beginning with who is originating, to who is writing, and who is reading. If this is undertaken first, it will determine everything else. Equally, we need to study what our national institutions such as the National Library, NBT, NCERT, Raja Ram Mohun Roy Foundation, Sahitya Akademi etc. achieved in all these years. Similar initiatives like this have been implemented with a fair degree of success in countries such as Australia, Singapore and Canada. Australia has a grants system at national and state levels and they have proved very beneficial. Writers compete for grants under criteria that do not exclude emerging writers. In India, project grants awarded on merit and timelines (for the author) would greatly assist the development of works and writers.

The Canadian Council is one example of where this has been achieved successfully. I will quote (with permission) an excerpt from an e-mail that I received from Shauna Singh Baldwin. My experience with a great National Book Promotion Policy that works is the Canadian System. The Canada Council is an independent agency that makes grants to writers from tax money. I have served three times on the grant juries for writers, and found them fabulously objective. They have three grants — to emerging, mid-career and advanced writers. The Canada Council administers the Governor General’s prizes (like the Sahitya Akademi) for the past 75 years and having served on that jury in 2008 and read 137 novels submitted by publishers, I can tell you GG award money is hard won. The Canada Council also funds publishers and what is really important as an example to India: translators in other countries. For instance, my novels were published in Dutch by de Geuss in Holland under a grant from the Canada Council. The Canada Council pays for writers’ honorariums at readings – not a lot, but enough to promote the concept of respect for the artist. As you know, if you don’t pay for work, you won’t value it.

It is a combination of various kinds of initiatives that will strengthen the publishing eco-system in India and make it an integral part of the global publishing industry. Different aspects of this industry will be discussed in subsequent articles.

15 Jan 2021

World Book Fair, Delhi, Jan 2017

02 02 , 2017 1 Comment

( The world book fair was held in Delhi between 7-15 January 2017. It was another magnificent show put together by National Book Trust. I wrote about it for Scroll. The article was published on 29 Jan 2017. )

Three discoveries (and some footnotes) about readers and publishers from the World Book Fair

The death of reading has been greatly exaggerated. Yet again.

At first sight, the World Book Fair in Delhi looked like the scene of family holidays, with up to three generations milling around, some pulling suitcases on wheels filled with books. Actually, with the gradual disappearance of bookshops, the WBF has become an annual pilgrimage of sorts for book-buyers. Here are the three trends we discovered in the 2017 edition:

Children are reading, and reading, and reading…

The findings of Scholastic India ‘s Kids & Family Reading Report (KFRR) confirm that parents most frequently turn to book fairs or book clubs to find books for their child, followed by bookshops and libraries. Eight out of ten children cite one of their parents as the person from whom they get ideas about which books to read for fun.

Curiously enough, what parents want in books for their children is often just what the children want too. Despite this being the digital age, six out of ten parents prefer that their children read printed books. This is particularly true for parents of children aged between six and eight. Perhaps surprisingly, a majority of children, 80%, agree: they will always want to read printed books despite the easy availability of ebooks.

The findings of the report were confirmed independently by observing the phenomenal crowds in Hall 14 of the World Book Fair in Delhi in January, where the children’s literature publishers had been placed. These were astounding even on weekday mornings! Over the weekend queues to enter the hall snaked their way round Pragati Maidan to the food court and beyond. Remarkably, everyone was standing patiently.

The pavilions were overflowing with interested customers of all ages. Children scurried around like excited little pixies, flipping through books, making piles, some throwing tantrums with their parents demanding more than the budgets allowed, and many just plonking themselves on the carpets, absorbed in reading, oblivious to the crowds swirling around them.

Their interest was evident even during the packed storytelling sessions with writers like Ruskin Bond, Paro Anand and Prashant Pinge. This is corroborated by Neeraj Jain, Managing Director, Scholastic India, who said, “Using the findings of KFRR we created our stall as a reading zone. The combination of books, events, interactions and dedicated reading zone made it a pleasurable experience.”

Even adults were discovering new titles for their children. For instance, huddled around a shelf displaying Scholastic Teen Voice titles were a bunch of parents and teachers flipping through the books, exclaiming on their perceived difficulty of finding reading material for adolescents. The series in question contains page-turners built around crucial issues that matter to teens – bullying, drinking, technology, nutrition, fitness, goal-setting, depression, dealing with divorce, and responding to prejudice. Added Aparna Sharma, Managing Director, Dorling Kindersley Books: “We found that representatives from school libraries and other education institutions use this event to search out good books and order in bulk.”

And it wasn’t just the children’s publishers. Academic publishers like Oxford University Press had primary school children dragging their parents to browse through the titles, being familiar with the brand from their school textbooks. This held true even for DK books who, for the first time since they began participating in the fair, had a large table laden with books and generous shelf space in the Penguin Random House stall.

Global publishers are more interested in publishing books from India than selling in India

The hall for international participants was thinly populated. Most of the participants seemed to have come for trade discussions. Many of these conversations were taking place on the sidelines or at other events outside the fair ground, since foreign participants, in particular, were daunted by the vast crowds. The launch of the Google Indic Languages cell at FICCI was announced at the CEOs’ breakfast meeting. Another significant announcement came from Jacks Thomas, Director, London Book Fair, where there will be a “Spotlight on India” at the Fair to mark the UK-India Year of Culture in March 2017.

Yet, as an overseas publisher said, “The World Book Fair is exclusively a business-to-consumer fair, quite unlike any they have in Europe”. This marked a significant shift of sorts. In the past the World Book Fair had been known for a range of international publishers, representing diverse cultures, languages and literature, selling their books directly to readers. Even India’s neighbouring countries used to participate in huge numbers, bringing across fine multiple literatures. This was not the case this time. As a result, long-time visitors to the fair were heard lamenting that its soul was missing – it felt as if an era had ended.

But people bought books, a lot of them

Despite the worry about demonetisation impacting sales, brisk business was done, with sales being 25% higher than in 2016, according to back-of-the-envelope estimates.

According to Kumar Samresh, Deputy Director, Publicity, National Book Trust, there were record footfalls at the 2017 edition of the fair, with 4 lakh complimentary multiple entry passes being supplemented 1.9 lakh individual entries based on ticket sales. There was also free entry schoolchildren, senior citizens, and, as usual, VIPs. Rajdeep Mukherjee, VP, Pan Macmillan India confirmed “a 30℅ rise in footfall, mainly led by young adult readers, but it was the Man Booker award winning title like The Sellout which has been a sellout literally!”

The other changes we observed

The rising sale of textbooks and educational aids.
The increasing popularity of books from franchises like Disney, Barbie, and Lego, or from brands like Marvel Comics and Geronimo Stilton.
Older people cautioning youngsters to buy only “relevant” books.
The overwhelming presence of religious publications.
The preponderance of digital technology vendors, primarily in the area of educational publishing.
Print-on-demand books (goodbye, inventories).

( All the images used in the article were taken by me during the fair.)

29 January 2017

Guest post: Jacks Thomas, Director, London Book Fair

12 01 , 2017 2 Comments

( At the London Book Fair/British Council/Publishers Association reception held at the British Council, New Delhi held on 11 January 2017, Jacks Thomas announced the LBF 2017 edition will see a special Spotlight on India. Here is the full text of her speech reproduced with her permission. )

Jacks Thomas, Director, London Book Fair

Thank you Alan, and indeed the British Council team who with Gill Caldicott have made this evening possible. Thank you also for attending our reception, held jointly with our strategic partners, the Publishers Association of the UK and British Council.

Last year, a year long-programme to celebrate the 70th anniversary of Indian independence and UK cultural ties was announced by our Prime Ministers during Prime Minister Modi’s visit to the UK. Less significantly — but importantly — and said perhaps with a hefty dose of British irony — 2016 was also the year that I first visited India. Not just once, but twice.

My visits were all part of very much wanting to meet the Indian book community and to extend my knowledge of your interesting and talented industry. Imagine my delight therefore on discovering the plans for The Year of Culture which will see an exciting festival of events celebrating the vibrant cultural history and present of the 2 countries. As part of these celebrations, 2017 will now also see a special Spotlight on India at The London Book Fair 2017.

Working with Capexil, there will be an exhibiting presence over three pavilions with many Indian publishers already

At the reception, 11 Jan 2017

having confirmed their participation. The Spotlight will feature an author programme to showcase selected authors from India, an especially curated Rights catalogue of Indian writing co-created by FICCI and LBF, a professional programme of trade seminars organised with the UK Publishers Association on the Department of International Trade Export Theatre, product demonstrations of Indian publishing and printing technology and expertise as well as a celebration of the 60th anniversary of the National Book Trust of India. All activity underpinned, of course, through the support of FIP and API.

Books and literature are significant assets in our understanding of both a changing world and each other’s worlds. Getting the literature of one country into the hands of another’s is important.

I believe The Spotlight on India is important.

So, may I ask us simply to raise our glasses to our cross country literary collaboration.

Cheers!

12 January 2017

Worldreader in India

13 03 , 2016 No Comments

Worldreader is actively seeking strategic partnerships with publishers and authors in India. Today it is being accessed by over 6 million readers in 69 countries, providing them with book titles in more than 43 languages. Worldreader would like to discuss a non-exclusive contract for publishing licenses for good, addictive and evergreen content for children, young adults and adults/women especially in Hindi and English. Given that the Worldreader platform supports multi-lingual formats the content could be across other Indian regional languages too. These texts could be across genres and reading segments– picture books, chapter books, bilingual books for children, stories, anthologies, fiction, translations, non-fiction, spiritual, health, cooking, memoirs, biographies, etc. Please email: jayabhattacharjirose1 at gmail dot com . For more information on Worldreader, please see the note below.

Worldreader ( www.worldreader.org ) is a non-profit organization with the mission of ‘providing digital books to children and families in the developing world. It was established in 2010 by Colin McElwee and David Risher. Worldreader is on a mission to bring digital books to every child and her family, so that they can improve their lives.It focuses on enabling digital reading especially using the mobile platform. The mantra is “Books for All”. Today it is being accessed by over 6 million readers in 69 countries, providing them with book titles in more than 43 languages. Another plus point in Worldreader’s favour is that it supports multi-lingual formats. It firmly believes that “Literacy is transformative”.

In fact Worldreader is one of Fast Company’s most innovative nonprofits of 2016 and won the GLOMO Award 2016 for the best mobile innovation for education. Even the UNESCO report on “Reading in the Mobile Era” highlights Worldreader’s programme. ( http://unesdoc.unesco.org/images/0022/002274/227436e.pdf )

Worldreader is now in India. It has been launched in India with its mobile reading to children programme or mR2C.

mR2C in Delhi, pix credit, David Risher, Feb 2016

It is a two-year pilot in Delhi NCR. In collaboration with select NGOs as implementing partners mR2C seeks to promote pre-literacy skills by encouraging parents to read to and with their young children (age 0-6) and by empowering them to do so by giving them access to a free digital library of high quality, locally relevant books and educational materials via their mobile phones. But Worldreader is focussing on all reading segments and age groups: from toddlers – children – young adult — adult literature. Given how many people, especially women, own a mobile and are willing to charge it first, despite not having ready access to water or electricity makes the idea of delivering books via mobiles an attractive proposition.

mR2C in Delhi, pix credit, David Risher, Feb 2016

The organization uses e-readers, mobile phones and other digital technology to reach readers in more than 69 countries, providing them with over 28,500 book titles in 43 languages ranging from Afrikaans to Hindi. The e-book titles cover a spectrum of reading materials, ranging from beginner readers learning to read, to students and teachers accessing educational materials, to those reading for pleasure. So far it has reached more than 245 schools and libraries; 1,110,196 people reading every month; 5,653,216 people reached since 2010 and since its programme was launched in India, it has 92,698 active readers online ( Dec 2015). It works with 180 publishers to acquire and digitize compelling and relevant content for readers. The non-profit also works with donors, organizations, communities and governments to develop and digitize local and international books, as well as manage logistics and support. It has digitized more than 5,000 titles from African and Indian publishers. They are headquartered in San Francisco, California and have offices in Europe and Africa.

Through an internet-connected mobile device (feature and smartphones), children and families can read e-books with the organization’s reading application, called Worldreader Mobile. 250 million children of primary school age cannot read and write. 774 million people around the world are illiterate. 171 million people could be lifted out of poverty if all students in low‐income countries left school with basic reading skills – that is equivalent to a 12% drop in the number of people living on less than $1.25 a day. Geographically ¾ of illiterate adults worldwide are in sub-Saharan Africa and Southwest Asia. 2 out 3 illiterate people are women. It is known that readers in developing countries are primarily male but by removing cultural barriers that prohibit or discourage women from owning mobile technology and training women (as well as men) how to use basic mobile phones to access books and stories increases the possibility of women and girls reading more. This mobile reading in turn positively impacts children since it appeals to (and can benefit) neo-literate and semi-literate adults and adolescents.

Worldreader Mobile is a reading application that provides access to books, educational resources and health information to people with mobile phones. The non-profit launched Worldreader Mobile in April 2012. The app is also available on Opera Software, Microsoft Windows phones, and in Mozilla’s Firefox Marketplace. In partnership with Opera Software, Worldreader launched a Web-browser app, promoted on the Opera Mini platform. Reading on Worldreader Mobile is particularly popular with women, who spend on average 207 minutes reading per month, compared to 32 minutes for men. Research from a 2013 Report by UNESCO, Reading in the Mobile Era, found that reading on a mobile phone increased reading time across all media. There were also clear benefits for children that were not of reading age as one-third of mobile readers in the developing world use their phones to read stories to children.

Ian Denison at CEO Speak, Jan 2016. Organised jointly by NBT & FICCI.

Worldreader contends that their mission is two-fold: increasing access to books while springboarding local publishers and authors into an international market. It makes content available in English and an array of local languages such as Hindi and Marathi and this is possible without the high costs and other limitations with print. Worldreader defrays digital start-up costs for local publishers, giving readers better access to relevant content, while simultaneously introducing publishers to new markets. Thereby, strengthening your brand, spreading the word about your publishing house and lists and most importantly, allow your books to be accessed by the diaspora too.

At the recently held CEOSpeak organised jointly by NBT and FICCI on 10 January 2016, Ian Denison, Chief Publishing and Branding, UNESCO said “Problem is not enough content is available when content is primary to get reading takeoff actively on digital devices.” He illustrated this in his presentation by showing the Worldreader icon appealing for more good quality content to be available on the platform. In India Worldreader is actively seeking good content / publishing licenses in English and other local languages especially for children ( 0-12 years) and literature for adults.

13 March 2016

Literati – “Readers return to book fairs” ( January 2016)

16 01 , 2016 No Comments

My column, Literati, has been published online on 16 January 2016 and will be published in print in the Hindu Sunday Magazine on 17 January 2016. I am c&p the text below. Here is the original url: http://www.thehindu.com/books/literary-review/jaya-bhattacharji-rose-on-how-readers-are-returning-to-book-fairs/article8113687.ece

Publishers across languages were taken aback by the phenomenally positive response at this year’s World Book Fair

“Because I have time to spare, and for the first time in my life nobody expects anything of me. I don’t have to prove anything. I’m not rushing everywhere; each day is a gift I enjoy to the fullest.”

Isabel Allende’s The Japanese Lover

Isabel Allende’s latest novel, The Japanese Lover, ( Simon & Schuster) is a breathtakingly elegant novel, full of quiet grace, about ageing, love, and friendships across generations. There is violence in the story, plenty of it. It is impossible to escape it. Allende writes about her Jewish protagonist Alma Belasco who flees from Nazism in Poland as a young child, the setting up of camps for Japanese families in America after Pearl Harbour, and the devious rings of online child pornography, which Irina Bazili, a refugee from a Moldovan village, experienced. Yet, surprisingly, The Japanese Lover radiates peace. It is written by a 73-year-old novelist who is herself no stranger to violence, having fled Chile during General Pinochet’s coup. As in Toni Morrison’s stupendous God Help the Child, ( Penguin Random House) these two writers come to terms with the fact that there are hardships, but it is important to treasure life one day at a time.

It is this spirit that across during the World Book Fair this year. The fair was brought forward by a month since the country of honour, China, had requested it. Many Indian publishers were apprehensive about the move as they were not very sure about the impact it would have on sales. Yet publishers across languages have been taken aback by the phenomenally positive response.

Piyush Kumar, Publisher, Prabhat Prakashan, whose family has been selling Hindi books for many decades, was astounded by the response. He noted with happy astonishment, “After the crowds left on Sunday evening, our stall looked as if it had been looted. My father who started this business has never seen such record sales.” Across publishers and languages, everyone is reporting unprecedentedly brisk and healthy sales.

At the CEOSpeak on 10 January, organised by FICCI and NBT, Le Yucheng, the Chinese Ambassador, stressed that “books matter in bilateral exchanges”. The presentations focused on translations, digitisation, volume printing and paper trade. But the shocking rates offered by Indian publishers to translators needs to be addressed before such bilateral publishing programmes can be explored.

For instance, the range varies from no payment to an absurd 0.25 paise per word (which has no value given that the denomination is no in circulation) to an acceptable sharing of the author’s royalties. The Translators Association of UK recommends that translators be paid between £80 and £90 per 1000 words but it is still an uphill task to ensure that publishers pay this fee.

Talking of healthy sales, some reasons publishers gave for the phenomenon was that readers are now shunning online stores because of the fluctuating discount structures, the improved connectivity to the fair with the Metro, the fair being organised at the beginning of the month before household budgets are exhausted., the excellent weather, Delhi schools being shut to implement the odd-even traffic rule, and the discernible long-term impact of government programmes like ‘Sarva Shiksha Abhiyan’ that have encouraged literacy and reading.

The size of the Indian publishing industry is estimated at Rs. 260.7 billion (2013-14) with a CAGR of 20.4 per cent. Manisha Chowdhury of Pratham Books remarked, “India is a country of more than 780 documented languages, 66 scripts, only 22 scheduled languages and we have lost 250 languages in 50 years. Sixty per cent of books published are for education. Children’s books are at 30 per cent. We do have a book hunger in this country where there is only one book available for every 20 children. Publishing for children is important only for textbooks whereas every child’s childhood should find a reflection in their literature.”

Having said that, at the book fair, children and adults were seen buying all kinds of books or attending conversations at Author’s Corners with equal enthusiasm. Online conversations like this, “M not into reading but my son is … nd he is after my lyf for wbf .. nd finally gng tmrw” are popping up often on social media newsfeeds. As a publisher said to me, “The glitz and glamour in Delhi is a mirage; people in this city are poor too, so those who come to the fair today may be on a budget, but they come to spend.” They live life to the fullest.

16 January 2016

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