Hindi language publishers are adapting - and how - by offering fresh content, launching mobile apps and aggressively marketing their books to resurrect the genre's lost stature against the giant rise of literature in English.
To keep pace with ever-changing technology and reconnect with their dwindling readership, one of India's oldest publication house - Rajkamal Prakashan - has changed its business model to present itself as an "evolving" publisher in tune with the times.
"Readers want change and as a publication house if you fail to understand their requirements then your business model will fail. So it was very important for us to go digital and publish e-books. Now, we have even launched an app," Rajkamal Prakashan managing director Ashok Maheshwari told IANS.
"Also, there was a big void in the Hindi publishing industry. Either we had pulp fiction or literary writings, so we decided to fill this gap and started publishing novels that are contemporary, which youngsters can relate to," he added.
The winds of change can be seen from the way Rajkamal has understood the value of the online retail market.
A testimony to this change is its latest novel "Ishq Me Shaher Hona" by journalist Ravish Kumar, for which the publication house signed an exclusive online deal with amazon.in <http://amazon.in/>. This was in line with what the publisher of President Pranab Mukherjee's "The Dramatic Decade: The Years of Indira Gandhi" had done by signing a three-week exclusive deal with the online retailer.
The Hindi literary heritage boasts of prominent writers like Premchand, Mohan Prakash and Amar Goswami, who heralded a new era by mirroring societal evils through their writings. However, the past two decades have diminished the aura of Hindi literature and many blame the rise of link languages for such a gloomy situation.
Source: https://www.business-standard.com/article/news-ians/hindi-publishers-adopt-technology-new-strategies-to-revamp-business-literary-feature-115022200697_1.html
Read more about: Hindi Literature Video
To keep pace with ever-changing technology and reconnect with their dwindling readership, one of India's oldest publication house - Rajkamal Prakashan - has changed its business model to present itself as an "evolving" publisher in tune with the times.
"Readers want change and as a publication house if you fail to understand their requirements then your business model will fail. So it was very important for us to go digital and publish e-books. Now, we have even launched an app," Rajkamal Prakashan managing director Ashok Maheshwari told IANS.
"Also, there was a big void in the Hindi publishing industry. Either we had pulp fiction or literary writings, so we decided to fill this gap and started publishing novels that are contemporary, which youngsters can relate to," he added.
The winds of change can be seen from the way Rajkamal has understood the value of the online retail market.
A testimony to this change is its latest novel "Ishq Me Shaher Hona" by journalist Ravish Kumar, for which the publication house signed an exclusive online deal with amazon.in <http://amazon.in/>. This was in line with what the publisher of President Pranab Mukherjee's "The Dramatic Decade: The Years of Indira Gandhi" had done by signing a three-week exclusive deal with the online retailer.
The Hindi literary heritage boasts of prominent writers like Premchand, Mohan Prakash and Amar Goswami, who heralded a new era by mirroring societal evils through their writings. However, the past two decades have diminished the aura of Hindi literature and many blame the rise of link languages for such a gloomy situation.
Source: https://www.business-standard.com/article/news-ians/hindi-publishers-adopt-technology-new-strategies-to-revamp-business-literary-feature-115022200697_1.html
Read more about: Hindi Literature Video
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