The eruption of Hindi book sales: A deep dive into the unstoppable wave of new releases

In a time when regional literature is carving its niche on the global stage, the resurgence of Hindi books is nothing short of revolutionary. Prabhat Prakashan stands at the forefront.

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From embracing cutting-edge technology and entering new genres like children’s literature to creating a robust offline and digital presence, Prabhat Prakashan exemplifies how tradition and modernity can blend seamlessly to captivate a diverse audience. Here, Piyush Kumar, Director, Prabhat Prakashan Pvt. Ltd. shares more.

AABP: Prabhat Prakashan has recently ventured into the world of children’s books with an innovative approach. Could you tell us what inspired this move and how your team ensures these books are both creative and engaging for young readers?

Piyush : We’ve been inspired to venture into children’s books through our visits to various children’s book fairs, both in India and abroad, and by connecting with other publishers in this space. Our team works hard to make these books creative and engaging by using vibrant illustrations, interactive storytelling, and themes that ignite curiosity and learning. We also ensure the content is age-appropriate so that young readers are not only entertained but also inspired.

AABP: You have taken the journey of Hindi publishing, spanning over 60 years, to new heights. What are some key milestones in this journey and your priorities for the coming decade?

Piyush : The Hindi publishing industry is in its golden age, and there’s so much potential for growth. Right now, we’re selling about 7 books per minute, but we aim to grow that to 20 books per minute in the coming years. We’re excited about the opportunities ahead and are focused on expanding our reach even further

AABP: In your view, what is essential for a book to become a bestseller in Hindi—content, writing style, or marketing strategy?

Piyush : To make a Hindi book a bestseller, three things matter:

  1. Content is key—Without solid content, nothing will work.
  2. Marketing and placement also play a major role in getting the book in front of the right audience.
  3. Reader engagement—Building a connection with readers through word of mouth, reviews, and community involvement can significantly boost the book’s success.

It’s the combination of all these factors that really drives a book to the top.

AABP: How has the magazine Sahitya Amrit enriched Hindi literature, and what are your plans for its future?

Piyush : We feel very fortunate to have published Sahitya Amrit for the past 30 years. It has gained readers across India, and the readership continues to grow every month. Moving forward, we plan to experiment with digital platforms, including:

  1. Building a stronger digital presence
  2. Creating a Sahitya Amrit fan club in Hindi-speaking regions
  3. Making it available online via platforms like WhatsApp, Telegram and our website.

AABP: Reaching readers across India is no small feat. How did you successfully built such a widespread offline presence, and what role has regional diversity played in this success?

Piyush : We’ve made sure our books are available in all 788 districts across India. While physical stores took a hit during the pandemic, we’ve regained our presence and sales have skyrocketed—both offline and online. Regional diversity has played a huge part in reaching different audiences across the country.

AABP: It’s inspiring to see how Prabhat Prakashan has embraced modern marketing strategies like social media while maintaining its traditional roots. Could you share how this balance has helped connect with a wider audience?

Piyush : We have a strong presence on platforms like YouTube, Instagram, and Twitter, with nearly 1.5 million total subscriptions across all platforms—making us one of the top publishers in India in terms of social media reach. This balance of modern marketing and traditional values has helped us connect with a wider audience, which in turn has boosted our sales.

AABP: Family businesses often stick to conventional methods, but Prabhat Prakashan has embraced new ideas and teamwork. How has this openness to innovation contributed to your growth and success?

Piyush : Family-run businesses are doing well in India, and we’ve kept an open approach at Prabhat Prakashan. We distribute responsibilities across generations, combining experience with fresh energy. This blend has driven our continuous growth and success.

AABP: Expanding into new genres and creating awareness through diverse topics is a bold move. What inspires you to explore these new frontiers, and how has the response been from readers?

Piyush : Our founder, Late Sh. Shyam Sunder Ji, always believed that Hindi readers should have access to any topic or subject available worldwide. This vision inspires us to constantly experiment with new topics, and the response has been fantastic from readers who are eager for diverse content.

AABP: What has been your experience working with new authors, and how do you nurture their potential?

Piyush : We’re proud to work with authors of all ages—our youngest is just 10 years old, and our oldest is nearly 88 years. We believe talent has no age or boundaries, and we aim to help new authors build confidence by publishing their work. It’s a joy to see their potential grow.

AABP: The publishing industry is evolving rapidly with trends like AI. How has Prabhat Prakashan embraced these advancements to enhance efficiency and creativity?

Piyush : We have been keeping pace with industry changes, using tools like AI in areas like content personalisation and market analysis. AI helps us understand reader preferences better and predict trends, which allows us to create more targeted and relevant content. While technology plays a key role, we still prioritise the human touch in what we do.

AABP: The publishing world has faced many challenges recently, from the pandemic to shifting reader habits. How did Prabhat Prakashan rise above these obstacles and continue to thrive?

Piyush : We are dedicated to providing readers with an exceptional reading experience and top-quality content. This commitment has been made possible by our dynamic and passionate team, with an average age of 27 years. Each member is self-driven, collaborative and brings fresh energy to the table. Whether it was navigating the challenges of the pandemic or adapting to evolving reader habits, our team’s resilience and adaptability have enabled us to not only overcome these hurdles but also continue to grow and thrive.

AABP: How has Prabhat Prakashan adapted to the growing demand for eBooks, and what impact has it had on your reach and readership?

Piyush : Recognising the immense popularity of eBooks, Prabhat Prakashan has positioned itself as a frontrunner in the digital publishing landscape. We were the first Indian publisher to generate over 10,000 eBooks on platforms like Kindle, Google Books and iBooks, with over 1,000 eBooks sold daily. This move has significantly expanded our reach, connecting us with readers across the globe and making our titles more accessible to tech-savvy audiences.

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