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While the rest of the world is wondering when the print industry in their country will cease to exist, India is reporting phenomenal growth. In the digital age, where more and more people are turning to other media, this is an incredible feat.
Instead of shying away from the digital media, India’s print industry has found a method to use it to its advantage and the industry is now worth nearly Rs. 80 billion with a 15% increase in revenue every year.
Marketing experts have come up with brilliant strategies to promote books through online media, mainly blogs and discussions. As most of the youth spend most of their time online, this is a great way for them to learn more about the new titles being launched every day. In some instances, interested readers even register on the websites of different publishing houses to receive newsletters and emails regarding new titles.
The increase in print revenue has allowed publication houses to publicize their books on a much larger scale. Fancy book launching events, greater interaction between readers and authors and numerous ongoing discussions over these books, are all methods that woo people towards reading books.
As a result, authors too have taken their writing up a notch. Books written by Indian authors are being recognized globally. Also, by participating in international book fairs, publishers take local books to other publishers where they gain attention of the general population. Indian books with their portrayal of real life in India are in sharp contrast to the dramas and movies that are so-called depictions of the nation. That is why people prefer to read them. Also Indian books on particular subjects like IT, jewellery, embroidery, yoga, etc. are very much in demand. Therefore it is hardly surprising that the revenue generated from exported Indian books has risen sharply to nearly Rs. 4.6 billion in recent years.
Reports have claimed that more than 70,000 titles are published in India annually. Out of these, 45 percent are in English, making India the third largest producer of books in English, after the USA and the UK. Urdu literature from the country is also very popular and now other local languages such as Malayalam are also making headway.
Experts predict that the print industry in India comprising newspapers, books and magazines will grow sharply at a rate of 13 percent over the next five years. India is one of the countries that have the largest circulation of newspapers and magazines. As many as 300 newspapers, in 16 different languages are published on a daily basis and read by millions of people.
Foreign investors have realized the potential of the goldmine the Indian publishing industry is proving to be. Many leading names have joined the camp and are functioning from within the country. Publishing houses like Penguin, McMillan and Pearson are some of the companies working from India. Apart from the foreign agents, the country has also witnessed a surge of literary agents locally.
The rise of the ‘café culture’ in India has also contributed considerably to the trend of reading. Where previously it was seen as a chore, reading is considered to be leisure by most Indians who are usually seen reading books in coffee houses across the country. The mindset revolving around books and their authors has also evolved. Where previously books were usually read by the older generation and written by authors catering to their needs, books nowadays are being produced by young writers for the younger generation. The language also has been toned down to the readers’ satisfaction allowing them to comprehend the books better.
This growing trend of reading is seen as a way to promote literacy in India. As the books available in the country are quite low priced, they can easily be afforded by most people. Therefore, a greater number of people are turning towards education in a new light. Since these books are printed in a number of languages, the readers also get a taste of the culturally diverse languages of India and the different writing styles.
But as true for other industries, even this billion rupee goldmine is suffering from its share of problems. Many publishing agents, readers, writers and scores of other people face tremendous issues related to the print medium. One of the biggest threats faced by the industry is piracy. This not only steals the lawful owner’s right to the income from his content, it also amounts to the loss of millions of rupees in taxes which the government earns every time a book goes into publishing. While the quality of the pirated books is generally very poor, people prefer them over the original ones for their low price and easy availability.
Another serious issue for the print industry is the dearth of writers. As the demand for more books amongst the youth is growing, the present number of authors, though increasing, is not enough to satisfy the need, thereby creating a vacuum. Also both books and writers take time to earn popularity with the people. Very few readers dare to spend money on unknown authors wondering if doing so will be worth it. The brand name does help in convincing readers to buy lesser known titles, but they too fail to bring a significant change.
An issue with lack of skilled people in the industry is also gaining strength. Since most of the people running the publishing business come into it by inheriting it from their forefathers, the need to have qualified people in the business is being stressed upon. Experienced editors, copy editors and content providers are very few which means the books cannot be properly checked for errors. While many writers have now started entering the mainstream, very few actually make it to the end. With fierce competition, a limited number of books get selected for printing.
The Indian publishing industry has tremendous potential as well as considerable room for improvement. In recent times when most countries are forced to pull the plug on their publication houses, India is fortunate enough to be heading in the other more successful direction. 
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