India’s trade book market: An ongoing story of growth, trends, and transformation
The Indian trade book market is witnessing a vibrant transformation, driven by double-digit growth, evolving reader preferences, and the influence of social media. Manoj Satti, SVP – Sales and Product and Division Head – Penguin Select at Penguin Random House India, sheds light on current trends, challenges, and the road ahead.
Manoj Satti, Senior Vice President – Sales & Product and Division Head – Penguin Select, oversees the entire sales and product portfolio, including local and international markets, along with leading the Penguin Select division, which spotlights early learning, classics, global literature, fiction and non-fiction, bestselling books, and works of translations from the world. Previously, Manoj managed the business portfolio of PRH Group companies (PRHUK & PRHUS), and other International Publishers distributed by Penguin into Indian sub-continent markets.
With the rise of younger audiences, a demand for global and local storytelling, and a shift toward eco-friendly practices, the trade publishing industry is poised for a promising decade. Here, Manoj Satti, SVP – Sales and Product and Division Head – Penguin Select at Penguin Random House India, shares more.
AABP: How would you describe the current state of the trade book market in India?
Manoj: The current state of the trade book market is highly promising and on an upward trajectory. India stands out as one of the few global markets witnessing double-digit growth in the book publishing sector year on year. Several factors contribute to this surge.
Firstly, there is a significant rise in readership across Tier I, II, and III cities, indicating a growing interest in books. The accessibility of books has also improved, with the growth of physical bookstores and the rise of online platforms such as Amazon making it easier for readers to access them. Furthermore, the role of social media and influencers in promoting books has been a game-changer. With influencers recommending books and social media fostering discussions and reviews, awareness around books has reached new heights. Reading, especially among younger generations, is becoming more of a cultural trend, with books gaining a “cool” status.
All these factors combined suggest a very optimistic future for the trade book market in India, with both traditional and digital avenues playing a significant role in its continued growth.
AABP : What are the most notable trends you’ve observed in trade books in the last five years?
Manoj: In the last five years, book reading trends in India have mirrored developments in the US and UK markets, particularly with the growing influence of social media platforms. While digital media has impacted various genres, platforms like TikTok and Instagram have significantly shaped readers’ choices, especially in commercial fiction and personal development genres. Social media has effectively erased the boundaries of “local trends,” making global preferences more accessible and dominant.
TikTok revolutionized book recommendations and redefined how publishers’ market and sell books. The trend of “Best of TikTok” saw readers worldwide flocking to books trending on the platform. Popular authors like Colleen Hoover, Emily Henry, Lucy Score, Ana Huang, Rebecca Yarros, Sarah J. Maas, Alex Michaelides, Richard Osman, and Freida McFadden have redefined the romance, fantasy, and thriller genres.
Demand for personal development books has skyrocketed. Titles like Ikigai, Atomic Habits, The Power of Your Subconscious Mind, Dopamine Detox, Don’t Believe Everything You Think, Do It Today, and Manifest are among the top sellers, reflecting a growing desire for self-improvement. Spirituality books, notably the Bhagavad Gita and works by Sadhguru, Gaur Gopal Das, and Jay Shetty, continue to resonate strongly with readers seeking wisdom and insight.
Personal finance has also emerged as a dominant category in recent years. Books like The Psychology of Money and Rich Dad Poor Dad, along with works on stock market trading, have become staples for readers looking to build financial literacy.
Another notable trend is the rise of Japanese fiction, with books like Norwegian Wood, Days at Morisaki Bookshop, Butter, and What You Are Looking for Is in the Library gaining significant popularity, showcasing the growing appeal of Japanese literary voices in India.
The children’s book market in India has also seen a significant rise in demand, particularly for early learning books, activity books, and mythological stories. This surge has led to the creation of an entirely new publishing landscape within this category. Parents and educators are increasingly focused on fostering early childhood development through engaging, educational content, contributing to the growing demand for early learning books and interactive activity books.
Overall, social media’s influence on book trends has been transformative, creating a more interconnected, globalized reading culture.
AABP : How has the rise of e-books and audiobooks impacted the trade book market?
Manoj : While e-books and audiobooks still represent a small percentage of the overall trade book market, their rise has proven to be a valuable addition for readers. These formats offer significant advantages, including enhanced accessibility, instant availability, and the convenience of reading or listening on the go. E-books allow readers to access a vast library instantly, without the need to visit a bookstore or wait for delivery. Audiobooks, on the other hand, cater to busy individuals who may prefer to consume books while commuting, exercising, or multitasking.
Although the print market remains dominant, e-books and audiobooks are increasingly seen as complementary formats, providing readers with more flexibility and choice in how they engage with books.
AABP: Which genres are gaining the most traction, and which are seeing a decline?
Manoj: Following are the genres seeing strong growth:
- Romance, Fantasy, and Thrillers
- Personal Development, Personal Finance, and Self-Help
- Spirituality and Wellness
- Children’s Books
- Genres witnessing a decline include:
- Traditional Literary Fiction: While still valued by certain segments, literary fiction has seen a dip in popularity compared to commercial genres like romance, fantasy, and self-help.
Overall, the market is shifting toward genres that offer escapism, personal growth, and convenience, while traditional genres face more challenges.
AABP: How have readers’ preferences evolved in terms of content, format and accessibility?
Manoj: Print books continue to dominate, but digital formats (e-books and audiobooks) are growing due to their convenience. Many readers now embrace a hybrid approach, alternating between print and digital formats based on their needs.
Digital platforms have expanded access to books, particularly in smaller cities and rural areas. Global access to international authors and books has further diversified reading choices, allowing readers to engage with global trends and cultures.Overall, readers seek accessible, flexible, and diverse reading experiences, blending content and format to fit their dynamic lifestyles.
AABP: Are younger audiences engaging more with trade books, or are other demographics driving growth?
Manoj: While younger audiences are certainly playing a pivotal role in the growth of certain genres, older demographics contribute significantly to the sustained success of the trade book market, particularly in print books and non-fiction categories. Together, these demographics are driving a diverse and expanding market that evolves in response to changing preferences and reading habits.
Younger readers, particularly millennials and Gen Z, are key drivers behind the rise of genres like romance, fantasy, and young adult fiction. This generation is heavily influenced by social media platforms, especially TikTok and Instagram, which have made book recommendations more accessible and mainstream.
While younger audiences propel the growth of certain genres, older demographics remain loyal supporters of traditional formats, particularly in genres like literary fiction, history, and biographies..
AABP: What are the most popular channels for purchasing trade books?
Manoj: The purchase of trade books in India is driven by various channels, each catering to different reader preferences and buying habits:
- Bookstores : Despite the rise of online shopping, physical bookstores still hold a significant place in the trade book market. Large chains like Crossword, Bahrisons, Sapna, DC Books, Blossoms, and Bookworm continue to attract readers who enjoy browsing physical copies. Independent bookstores are gaining traction within local communities, offering personalized and tactile shopping experiences. Specialty bookstores focusing on niche genres, such as children’s books, graphic novels, or fiction, have also driven footfall.
- Online Platforms : E-commerce platforms like Amazon and Flipkart dominate as convenient book-buying avenues. These platforms offer a vast selection of titles, often with discounts and promotions, making it easy for readers to browse and purchase from home. The convenience of home delivery and the availability of customer reviews further solidify online platforms as the go-to choice for many.
- Book Fairs and Literary Events: Events like the Jaipur Literature Festival, New Delhi World Book Fair, and Mumbai Lit Fest serve as vibrant hubs for book lovers. These fairs provide opportunities to purchase exclusive editions or signed copies and foster direct engagement with authors and publishers.
- Social Media and Influencer Recommendations: Recommendations from bookstagrammers and BookTok influencers introduce readers to new titles and genres, making social media a dynamic and interactive sales channel.
AABP: What role does digital marketing play in promoting trade books compared to traditional methods?
Manoj: Digital marketing has transformed how trade books are promoted, offering personalized, interactive, and data-driven approaches that complement traditional methods. It allows publishers and authors to reach broader and more specific audiences while being cost-effective. Tools like Google Analytics and Amazon AMS enable real-time tracking of campaign performance, allowing publishers to optimize strategies.
Influencers and book bloggers are crucial in recommending books to their followers, often sparking viral trends around new releases. Authors also engage directly with readers on platforms like Instagram and Twitter, building personal connections and loyal followings.
Digital marketing facilitates immediate feedback through social media comments, reviews, and likes. This real-time interaction enables publishers to adjust campaigns swiftly based on audience responses. Content marketing (e.g., blogs, podcasts, and videos) and SEO further enhance discoverability.
Traditional marketing still plays an important role. Media coverage, print advertisements, bookstore events, and book tours remain essential for certain demographics, complementing digital campaigns to maximize reach and engagement.
AABP: What challenges do publishers face in staying competitive in the trade book market?
Manoj: One of the most significant challenges for publishers in India is the growing issue of book piracy. Piracy in the book industry has become increasingly sophisticated, with organized networks operating both online and offline. This results in substantial revenue losses, as pirated editions of bestselling books are sold at a fraction of the original price, severely undercutting legitimate sales. Alarmingly, pirated editions are not confined to the Indian market; they are increasingly exported to other regions, including Asia, Europe, and North America, amplifying the problem.
In addition to combating piracy, publishers face challenges such as changing reader preferences, the rise of digital formats, pricing pressures, and evolving distribution channels. Staying competitive requires continuous innovation—embracing new technologies, leveraging social media and influencer marketing, and connecting directly with readers in an increasingly crowded marketplace.
Predicting trends and reader preferences remains challenging, requiring agility in acquisitions and marketing. Price sensitivity among readers, especially in competitive markets, further adds to the complexity of sustaining growth.
AABP: Is there a shift in demand toward globally relevant content, or is local storytelling maintaining its appeal?
Manoj: There is a noticeable shift toward globally relevant content, driven by digital platforms and the influence of social media. However, local storytelling continues to maintain strong appeal. The Indian book market uniquely blends both, with readers seeking diverse narratives that combine international perspectives with homegrown themes.
Globally relevant content, especially in genres like romance, fantasy, thrillers, and self-help, has gained significant traction. Social media platforms like TikTok and Instagram have facilitated the entry of international bestsellers into the Indian market.
Indian authors, including Sudha Murthy, Akshat Gupta, Chitra Banerjee Divakaruni, Gaur Gopal Das, and Ankur Warikoo, have achieved significant success with narratives exploring local culture, traditions, and contemporary issues. Genres like Indian fiction, mythology, regional stories, and spirituality continue to resonate with readers.
Indian mythology, in particular, has seen a resurgence, with books like continuing to attract wide readership. Regional languages are also thriving, with publishers investing in Tamil, Hindi, Marathi, Bengali, and other languages, expanding reach within smaller towns and communities.
Children’s books focusing on Indian mythology and folk tales are in high demand, as parents and educators seek to instill cultural values in the younger generation.
AABP: Are publishers leveraging AI for writing, editing, marketing, or predicting trends?
Manoj: For any business to thrive today, a nimble approach to innovation is essential. We have embraced AI in a measured and tempered manner, recognizing its benefits and pitfalls in publishing. AI is an evolving technology, and while it supports various aspects of publishing, human oversight remains central to the process.
We have developed proprietary tools to streamline specific aspects of publishing but always ensure human intervention to maintain the quality and integrity of our work. This approach balances efficiency with creativity, ensuring that AI complements rather than replaces the human touch.
AABP: How is the trade book industry addressing environmental concerns related to paper usage and production?
Manoj: The trade book industry is actively adopting environmentally friendly practices to address sustainability concerns. From sustainable paper sourcing and eco-friendly printing to print-on-demand models, publishers are committed to reducing their environmental footprint.
Many publishers source paper from responsibly managed forests certified by organizations like the Forest Stewardship Council (FSC). These certifications promote biodiversity, conservation, and the welfare of local communities. The increased use of recycled paper in book production has also significantly reduced environmental impact.
Packaging is another area of focus, with publishers moving toward recyclable or biodegradable materials for shipping. Alternatives like cardboard are replacing plastic, aligning with sustainability goals.
Publishers are also educating consumers about environmentally conscious choices by labeling books with information about their eco-friendly credentials, such as FSC certification or recycled content. This transparency empowers readers to make informed decisions and supports a greener industry.
AABP: Where do you see the trade book market heading in the next decade?
Manoj: The trade book market will continue evolving over the next decade, driven by technological innovation, changing consumer behavior, and an increasing focus on sustainability and inclusivity. Publishers must remain agile, embracing new formats, distribution channels, and business models to stay competitive.
Online bookstores like Amazon will maintain dominance, but physical bookstores are likely to innovate, offering curated experiences, author events, and community engagement. Hybrid models, combining physical and digital experiences, will also emerge.
Social media platforms like TikTok and Instagram will play an even larger role in book discovery. Influencer-driven marketing will shape reader preferences and drive sales, with viral trends influencing book consumption. AI-powered personalization will refine book recommendations, enhancing discoverability and customer experience.
Sustainability will be a key focus. Publishers will adopt environmentally friendly practices, such as using recycled materials and print-on-demand models, reducing waste and excess inventory.
There will be a stronger emphasis on diverse and inclusive storytelling. Readers are demanding representation across genres, encouraging publishers to expand their catalogs and create space for underrepresented voices.
Digital formats, including e-books and audiobooks, will continue to grow. Subscription services and streaming platforms will further drive this growth.
As urbanization spreads and digital platforms boost accessibility, publishers must cater to both traditional and new-age readers. By blending local narratives with global content, India’s trade book market is set to thrive, competing with developed markets like the UK, USA, and Australia.