Shaping the future of trade books!

Akriti Tyagi, Director of Marketing and Corporate Communications at HarperCollins Publishers India, shares her deep insights into the dynamic trade book market in India. Here, she discusses the resilience of print books, the rising popularity of e-books and audiobooks, and emerging trends like the regional language boom and non-fiction dominance.

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Akriti Tyagi is a dynamic and results-driven marketing and communications leader with over two decades of experience across the media and publishing industries. Currently serving as the Director of Marketing & Communications at HarperCollins Publishers India, she has spearheaded transformative strategies that have consistently exceeded industry benchmarks, driving top-line growth, enhancing brand visibility, and fostering stakeholder engagement.With a proven track record in crafting compelling narratives and driving integrated campaigns, Akriti excels in building strong brand identities, leveraging data-driven insights, and exploring uncharted territories in new media and communication.

The Indian book market is a vibrant and dynamic landscape, shaped by a blend of tradition and innovation. It is driven by a culturally rich and diverse readership, expanding digital adoption, and growing accessibility to books across formats and languages. As the industry continues to evolve, it is influenced by shifting reader preferences, advancements in technology, and increasing demand for both global and localized content.

As India’s literary landscape evolves, HarperCollins remains at the forefront, driving innovation and nurturing a culturally diverse readership. Here, Akriti Tyagi, Director, Marketing & Corporate Communications, HarperCollins, shares her views on the trade publishing in India.

Current state of the trade book market in India…

“The Indian trade book market has shown resilience and adaptability, with a compound annual growth rate (CAGR) of approximately 6-8% over the past five years. Nielsen reports indicate that physical books still dominate, accounting for over 70% of total book sales, highlighting the continued demand for high-quality print books through titles such as Ratan Tata: The Authorized Biography by Thomas Mathew, 2024: The Elections That Surprised India by Rajdeep Sardesai, Shah Rukh Khan by Mohar Basu, Speaking With Nature by Ram Guha, and Too Good To Be True by Prajakta Koli. At the same time, the digital segment has gained traction, with e-books and audiobooks growing at a CAGR of 15-20%, driven by younger readers and tech-savvy audiences. The trade book market in India is thriving, marked by a steady demand for diverse content across print, digital, and audio formats. While the pandemic initially disrupted sales, it also catalyzed the growth of online channels and digital reading formats. Today, the market balances tradition with innovation, with print remaining the cornerstone of the industry while e-books and audiobooks expand access to a wider audience,” shares Akriti.

Notable trends in the last five years…

Akriti shares the following trends in the trade publishing in India”

  • Regional language boom: Nielsen data shows that regional language books now account for nearly 35% of the market, reflecting a surge in demand for vernacular content. This trend is underscored by HarperCollins’ translation initiatives for Indian classics and contemporary works.
  • Growth of non-fiction: Categories such as self-help, biographies, and political commentary have expanded significantly.
  • Children’s literature surge: Nielsen reports a 12% annual growth in children’s book sales, aligning with HarperCollins’ commitment to enriching young minds with engaging stories and activity books.
  • Preference for hybrid formats: Illustrated and interactive books, as well as audiobooks, are gaining traction, particularly among millennial parents.

Impact of E-Books and Audiobooks …

According to Nielsen, the Indian audiobook market is growing by over 20% annually, reflecting a significant shift in reader preferences. “Platforms like Audible and Storytel have boosted engagement with titles, allowing readers to consume content on-the-go. However, print books continue to dominate in specific segments like academic publishing and gift editions, underscoring their timeless appeal,” adds Akriti.

Genre dynamics …

“On the rise are Non-fiction, especially in the realms of self-help and biographies, and thrillers while literary fiction has seen a marginal decline, though niche titles continue to find dedicated readers,” she shares.

Evolving reader Preferences…

According to Akriti, readers are leaning towards:

  • Convenience: Nielsen highlights an increased uptake of e-books and audiobooks, especially for urban readers.
  • Affordable Options: Price sensitivity remains a factor, driving the popularity of competitively priced paperbacks and digital versions.
  • Diverse Content: A blend of global and local narratives appeals to Indian audiences, as seen in HarperCollins’ offerings across genres.

Engagement across demographics…

“Younger audiences, particularly those aged 18-35, are driving digital growth, with audiobooks gaining the most traction. Meanwhile, the 35+ demographic shows sustained loyalty to print, which appeal to readers seeking inspiration and legacy,” she shares.

Popular channels for purchasing trade books…

Nielsen identifies online retail as the primary growth driver, with over 50% of book sales occurring through e-commerce platforms. “Physical bookstores, however, remain crucial for fostering community engagement, as evidenced by the success of HarperCollins’ titles during high-profile events like the Jaipur Literature Festival,” she adds.

Role of digital marketing…

“Digital marketing now accounts for a significant portion of promotional budgets. Nielsen data indicates that 40% of readers discover books online, underscoring the importance of targeted campaigns. HarperCollins leverages data analytics and social media for launches,” tells Akriti.

Challenges in staying competitive…

“Supply chain disruptions like rising paper costs and logistical challenges are very rampant, besides balancing digital innovation with the enduring appeal of print. Piracy remains a persistent concern, particularly for popular titles,” she shares.

Demand for global vs. local content …

Nielsen shows that while global bestsellers maintain steady demand, local storytelling is experiencing unprecedented growth. “Titles like Ahimsa: 100 Reflections on the Harappan Civilization by Devdutt Pattanaik exemplify this dual focus, blending universal themes with Indian narratives,” she adds.

AI in publishing…

“AI applications in publishing are on the rise, as highlighted by Nielsen’s analysis of industry trends like Content Optimization: Predicting reader preferences to inform acquisitions; Marketing Automation: Use of AI to personalize campaigns for maximum engagement; and Audiobook Narration: Leveraging synthetic voices to scale audiobook production,” she shares.

Environmental Concerns …

Sustainability is increasingly influencing purchasing decisions. Nielsen reports show that over 60% of readers prefer books from publishers who adopt eco-friendly practices. “HarperCollins aligns with these expectations, utilizing FSC-certified paper and print-on-demand models to minimize waste,” tells Akriti.

Future of the trade book market…

“The next decade will see regional expansion. A Nielsen-projected growth of 25% in regional language publishing. There will be digital dominance, where the digital segment is expected to account for 30% of market revenue by 2030. There will also be enhanced interactivity, where there will be a rise of AR and VR in publishing,” tells Akriti.

On a concluding note…

“Publishers play a pivotal role in this transformation, adapting to new trends while honoring the timeless essence of storytelling. The focus is on creating a balance between print and digital formats, offering stories that resonate with readers across generations and geographies. The emphasis on sustainability, from eco-friendly production practices to reducing carbon footprints through print-on-demand models, highlights the industry’s commitment to responsible publishing,” concludes Akriti.

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