Indian Storytelling: Then, Now and Next

Storytelling in India has always been more than a form of expression, it is our cultural identity. From ancient oral traditions of epics and folk tales passed down through generations, to the evolution of print publishing that gave permanence to regional and national voices, India’s narratives have constantly adapted to changing times. Today, with contemporary authors pushing boundaries and digital platforms opening up new frontiers, Indian storytelling is undergoing a remarkable transformation. Here, we trace the timeless journey of our stories, right from the roots, celebrating their present, and envisioning the diverse, experimental futures they are set to create.

Heritage publishers: The legacy keepers

Publishers like Rupa & Co, Orient BlackSwan and Rajpal & Sons have been at the heart of Indian storytelling for decades. Here, Dr Vani Vasudevan, Director (Strategy), Orient BlackSwan; Rudra Narayan Sharma, Senior Editor and Head- Moonstone, Children’s Imprint at Rupa Publications India and Pranav Johri, Partner, Rajpal & Sons share their views on how publishing has changed over the years and what still remains relevant in this digital age.

On preserving and promoting India’s literary traditions…

“At Rupa Publications, we often describe ourselves as custodians of India’s storytelling tradition. For ninety years, Rupa has been at the heart of India’s literary journey—publishing voices that have shaped national thought, captured social churn, and introduced generations to the power of books. From early decades of nation-building, when we brought out works that chronicled India’s freedom struggle, to today’s diverse catalogue spanning literary fiction, political biography, business, history, self-help, spirituality, religion, sports, cinema and children’s literature, our role has been to preserve India’s intellectual heritage while giving space to fresh, daring voices. At Moonstone, our children’s imprint, the mission is even more urgent: to create books that are rooted in Indian values yet global in outlook. Children deserve to meet their own heroes—freedom fighters, scientists, sportspersons—and experience folk tales and mythology told with creativity and sensitivity. This is how cultural memory is passed from one generation to the next,” shares Rudra.

Dr. Vani, shares “We are publishers of academic books for school and university levels, and our textbooks and readers are prescribed as study material for a wide range of students, from age 3 to 18. As it happens, we are also at the forefront of ELT publishing for schools in India, and our courses have consistently been endorsed by teachers and parents for their text selections. We lavish a lot of attention and care in selecting reading material that is age-appropriate, rich, diverse, inclusive, and most certainly infused with values and literary merit. Indian writing, whether in English or in translation, finds a strategic place in the mix in every English textbook.”

While, Pranav shares, “Rajpal & Sons sees itself as both a custodian and an amplifier of Indian literature. We play the role of a custodian by keeping classics in print with careful editing and fresh designs and updates, by commissioning translations across Indian languages, and by digitizing our backlist so every generation can access it in audio and digital formats. We play our role as an amplifier by championing contemporary Indian voices, and marketing through reels, online and offline book discussions and readings, and regional book fairs so that book discovery happens. Our booklist features classics that shaped public thought, and contemporary voices shaping it today. We edit, design and package content for the way Indian readers actually read. And we keep books discoverable for years, not just one season.”

Challenges in keeping traditional publishing relevant in today’s changing times…

“Some of the major challenges we face today are firstly, the attention deficit—books now compete with infinite short-form video, and discoverability of books is a major challenge. Second, cost pressures —paper, freight, and GST on all the inputs of publishing have added huge pressures on business margins. Stock returns can turn a good book unviable without disciplined print runs and fast reprints. Third, online retail algorithmic marketplaces reward velocity over longevity. To address these challenges, we’ve tightened initial print runs, aligned vendors capable of quick reprints, invested in audiobooks and eBooks for core titles, and built robust metadata so our books surface where readers search, while keeping core focus on publishing content that will stand the test of time,” shares Pranav.

“There are challenges, undeniably. The incursions made by digital or e-content, the relative ease with which piracy and plagiarism happen and, more recently, the impact of AI have forced us to adapt and evolve to stay relevant to children and teachers and to remain on top of our game.,” shares Dr. Vani. “Also, there is one major challenge that confronts us as academic book publishers when it comes to promoting Indian literature in English or in translation through our textbooks or reading programmes. Copyright charges. It is well-nigh impossible to obtain permissions in time for us to go to market—our timelines are constricting, our project cycles are compressed. And even when we do receive permissions from authors or their representatives, the copyright fee tends to be prohibitively high. This is bound to have a direct impact on the pricing. As you know, we cannot afford to pass on this cost to the children or the parents, so we are having to necessarily absorb these escalating costs. It would be wonderful if publishers could come together and put in place some supportive guidelines in this context so we can actually reach the best pieces of writing to children—which is the main point, isn’t it?”

While, Rudra says, “Publishing today is both more challenging and more exciting than ever before. On one hand, we compete with a universe of digital distractions, short attention spans, and algorithm-driven consumption. On the other, we have unprecedented access to readers across geographies thanks to e-commerce, audiobooks, and digital libraries. Our biggest task is to remain relevant without losing depth. This means experimenting with formats—bringing out shorter, sharper books for new readers, creating visually rich gift editions, and curating voices that speak to contemporary issues. It also means building strong backlists that stand the test of time. A front list might generate excitement, but it is the backlist that keeps a publishing house truly alive across decades.”

On translations contributing to the spread of Indian literature …

“There is no doubt whatsoever that translation will continue to ensure the spread of Indian literature both within the country and beyond its borders. Translation has the power to grow readership in quantum ways, making the best writing accessible to a great many people across cultures and geographies. In this context, technology and more specifically AI can be a very powerful tool. Of course, relying completely on AI or a tech tool for translating literature (as against more functional pieces of writing) is fraught with its own risks of misrepresentation, distortion or inadequacy. It goes without saying that a human ‘filter’ is imperative,” says Dr. Vani.

Rudra adds, “At Rupa, we see translation not as a mechanical process but as an act of cultural diplomacy. A translated book carries the flavour of its original language, allowing readers to experience a new idiom while staying true to the soul of the text. We have published important works in Hindi and regional languages, and we are actively commissioning translations of contemporary and classic works—because India’s literary conversation is incomplete without the voices from every corner of the country.”

While Prana shares, “Translations allow stories to move across state borders and generations. Done in a careful and well thought out way, translations are a bridge—expanding markets for authors, enriching readers’ imaginations, and strengthening a shared Indian literary ecosystem.”

On India’s storytelling heritage…

“Future generations must never lose the diversity and plurality of India’s voices – India’s chorus of languages, dialects, and genres, from dastangoi and katha to contemporary realist fiction. Also important to keep alive is the habit of questioning – our argumentative, reformist tradition that lets literature challenge power, not pander to it,” says Pranav.

To which Rudra adds, “There are certain aspects of India’s storytelling tradition that must never be lost: the moral imagination of the epics, the humour and satire of our folk tales, the lyricism of Bhakti poetry, and the spirit of questioning that runs through Indian thought from the Upanishads to modern reformers. These are not just literary elements—they are tools that shape critical thinking, empathy, and character.”

Dr. Vani further adds, “The local, the regional flavours should be preserved at all cost. The languages and their dialects are too precious to be lost. Apart from the contexts of Indian stories and their inclusiveness or diversity, the richness of the forms should be kept alive. Hopefully the stories will not all migrate online as blogs or vlogs but will continue to be transmitted through informal family retellings, through performance on street or stage, through music or dance or the visual arts. For children, in particular, the most crucial aspect of storytelling in our heritage is the fact that every story is an opportunity not only to enliven but to quicken—to nourish, to enrich, to nudge awareness and to grow sensibilities and a responsible worldview.”

On adapting to readers’ changing habits…

“I am extremely happy and proud to say that about four or five years ago we designed and published a cutting-edge reading programme called Read the World available in a basic and advanced pack for children aged 5 to 13 with reading material and critical reading activities across a very wide and current range of genres, formats, world cultures, themes and issues. The premise was—‘How we read’ stands utterly transformed. Children read in non-linear ways, they read on screens, they read visuals and infographics, memes, clickbaits, AI generated content, etc, and they should develop the skills necessary to navigate these kinds of content, apart from the accustomed content at school. The advanced programme synthesises print and digital content. This reading programme for school children was our response to the changes and new challenges in our reading environment,” shares Dr. Vani.

While Rudra shares, “We recognise that readers today are everywhere—on their phones, on social media, on global platforms—and our publishing strategy has adapted to meet them where they are. Digital editions are simultaneous with print; audiobooks are increasingly part of our rollout plans; and we invest in social media storytelling, author videos, and interactive content. For younger audiences, Moonstone is curating lists that balance entertainment with inspiration—graphic novels, activity-based learning, STEM titles, and biographies of achievers. Our aim is to spark curiosity and encourage lifelong reading habits.”

While Pranav says, “Reader habits are changing, but the core desire—good stories, well told—hasn’t. We aim for ‘format parity’ on all titles: affordable print, eBooks, and crisply produced audiobooks. For children’s books, we design shorter chapters, more visuals, activities and glossaries. Digital isn’t just a sales channel; it’s how books are marketed and discovered. We build author-led micro-content (30–60 sec reels, carousels, readings), optimize metadata and keywords for search, and refresh our backlist covers so great books remain fresh.

“As a publishing house that has been around for nine decades, we see ourselves as both archivists and innovators. We must protect the treasure of India’s literary heritage even as we experiment boldly with new forms and ideas. Ultimately, our role is to ensure that every generation finds books that speak to them, challenge them, and expand their horizons. Storytelling is what connects a nation with its past and its future—and as long as we keep telling our stories, in every language and format, Indian publishing will remain vibrant. We see ourselves as part of a cultural continuum. Indian storytelling is layered—with oral traditions, epics, poetry, folk tales, modern narratives, and voices from the margins. Through initiatives like Rupa Classics and Sanskriti Press we are ensuring that great works of Indian literature, philosophy, and spiritual thought remain accessible to readers,” concludes Rudra.