Despite shrinking attention spans, Penguin Random House India is betting on Indian authors, regional languages, and digital storytelling to rewrite the rules of modern publishing in the country.
Manoj Satti, Head of Marketing at Penguin Random House India (Source: financialexpress)
The idea that “people don’t read anymore” has been repeated so often that it has become a kind of modern myth. In an age dominated by Netflix binges, Instagram Reel dances, and endless scrolling, you might think books are on the endangered species list. Yet, the story of Penguin Random House India (PRHI), the country’s leading trade publisher, tells a very different tale – one of surprising growth, bold innovation, and an evolving reading culture that refuses to fade quietly.
The publisher, home to authors like Jhumpa Lahiri, Hussain Zaidi, Sudha Murty, and Barack Obama, recorded several bestsellers in the last 12 months.
Last year, while many traditional media struggled to keep pace, PRHI recorded 10% revenue growth, outpacing the Indian book industry’s average of about 10%, Manoj Satti, SVP – Sales, Product and Marketing at PRHI told BrandWagon Online. This surge didn’t come from blind luck but from a strategic shakeup of the publishing playbook, proving that in the world of stories, there’s always room for reinvention.
“We are not just selling books; we are selling experiences, voices, and culture,” says Satti. “The challenge is to remain relevant in an entertainment-saturated world.”
Satti’s insight is key to understanding the Indian market. Unlike in the West, where reading is often a pastime, in India, reading is more utilitarian, driven by purpose rather than habit. But that’s changing.
"People are making a conscious decision to read,” says Satti. “That’s powerful—because when reading is a choice, it becomes more meaningful.” This evolution is central to PRHI’s marketing and editorial bets, where storytelling meets strategy.
As Satti mentioned, the last decade has seen a rising tide of Indian authors who are not just writers but digital natives, influencers, and storytellers across platforms. Names like Novoneel Chakraborty, Savi Sharma, and Amish Tripathi have moved beyond print to build fan followings on Instagram, YouTube, and even podcasts before their books hit stores.
This strategy has opened new doors for PRHI. Instead of relying solely on traditional bookstore sales, the publisher taps into the power of social media to create buzz and anticipation. “Social media isn’t just a marketing channel anymore,” explains Satti. “It’s where readers discover new authors, engage with stories, and form communities.”
This digital-first approach has transformed authors into relatable personalities. For instance, Ankur Warikoo, a former entrepreneur and YouTuber, successfully parlayed his online following into a bestselling book, proving that the line between influencer and author is increasingly blurred.
Another game-changer has been PRHI’s focused push into Hindi and regional language publishing. The numbers speak for themselves: Hindi book sales surged by over 40% recently, reflecting a rising appetite for literature beyond English.
Marathi, Tamil, Malayalam, and other regional languages are not just surviving; they are thriving, with PRHI leading translations and original regional content. This diversity is vital because India’s reading population is incredibly varied, and increasingly eager to see their own languages and stories represented.
“India is not one market, but many,” Satti notes. “Recognising this diversity and nurturing it is essential to growing readership.”
It looks like the days of the “one language fits all” approach are over. Instead, publishers are curating tailored lists that celebrate local culture, folklore, and contemporary narratives, bridging the gap between urban and rural, traditional and modern.
Today’s marketing battlefield is noisy and chaotic. A book launch no longer means just a press release or an author signing event. It demands a multi-layered approach — from Instagram reels and influencer partnerships to WhatsApp book clubs and community events.
PRHI’s marketing team designs campaigns that feel more like stories than sales pitches. Their goal is to create anticipation and emotional connection. Take their recent campaign for a bestselling fiction title: it involved teaser videos, interactive Instagram polls, and a virtual meet-the-author session, all driving an active dialogue with readers.
“The key is authenticity,” says Satti. “Readers can tell when marketing feels forced. We want them to feel like they are part of a story unfolding.”
This strategy has paid off, especially among millennials and Gen Z, who demand engagement over advertisement and prefer recommendations from trusted sources — friends, influencers, or peers — over traditional ads.
In the battle for attention, reading is no longer a default activity; it’s a deliberate choice. The average Indian reader might not devour 20 books a year like some of their global counterparts, but they read thoughtfully and selectively.
“People are making a conscious decision to read,” says Satti. “That’s powerful because when reading is a choice, it becomes more meaningful.”
PRHI believes the future lies in nurturing this mindset — making books a lifestyle, not a chore. They are experimenting with book clubs, author interactions, and premium collectible editions that readers happily invest in.
It’s also about connecting reading to identity and aspirations. Nonfiction titles on mental health, entrepreneurship, and personal development have grown exponentially, reflecting India’s dynamic social and economic shifts.
PRHI’s vision goes beyond just selling books. It’s about creating ecosystems where reading coexists with digital media and offline experiences.
The publisher is investing in digital audiobooks, podcasts, and interactive storytelling apps to reach readers on their preferred platforms. They are also exploring partnerships with schools and colleges to foster early reading habits, especially in regional languages.
“We want to meet readers where they are — whether that’s on their phone, in a library, or at a community event,” Satti shares.
For publishers, authors, and readers alike, this is a moment of transformation, where old models are upended, and new possibilities emerge. As PRHI shows, the book industry is not just surviving; it’s evolving into something richer, more diverse, and more inclusive.
So next time someone says “Books are dying,” remember this: The pages are turning, and the story of Indian publishing is far from over. It’s just getting started.
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