The future of books: highly lucrative but it needs agile tactics

This year’s theme, Print Renaissance: Innovation, Craft, and Science in Modern Bookmaking, triggered engaging conversations about the potential of print to revolutionise storytelling, with an emphasis on engaging younger readers.

Sajith Pallipuram, the managing director of Stelda Packaging and Bindwel, kicked off the proceedings by calling for collective solutions to challenges facing the industry. He said, “We need to have a clear thought process. We must at least stop the high imports of books into the Indian market and find ways to source them locally, despite the challenges.”

Print consultant Subhasis Ganguli framed the conversation with a provocative question: “The literacy rate in India and the USA is almost the same. However, the reading habits differ significantly. We must question why we are not ensuring our children read.”

Unlocking India’s potential through collaboration and creativity
The roundtable showcased a diversity of perspectives, with publishers and printers exploring how collaboration and creativity can drive the industry forward.

Harsha Paruchuri of Pragati Offset, the award-winning print specialist from Hyderabad, emphasised the exceptional quality of Indian printing. “India can meet the quality expectations for children’s books, not just in terms of ink and paper, but also compliance and certifications. However, focus on exports have often been overshadowed by our domestic market,” he said. Paruchuri highlighted Pragati’s intricate work on a hard case-bound pop-up book for Iron Maiden as an example of India’s ability to handle complex, high-quality projects. Priya Singh from Hachette spoke about the importance of creating culturally relevant and engaging books for children. “The reading habits of children born in the digital era are vastly different. While pop-ups and interactive books are appealing, affordability remains a hurdle. Parents often hesitate to invest in books that don’t feel educationally necessary,” she noted.

Priya emphasised the potential for mythological and festival-themed books to resonate with Indian readers, blending cultural roots with modern storytelling techniques. Priya continued: “ Interestingly, the decline in reading habits begins around the ages of 10–11, not earlier. Until then, children are often enthusiastic readers, encouraged by their parents and schools. However, there’s a steep drop in recreational reading as they approach adolescence—an age that now seems to start as early as 10. To foster reading habits in this digital age, strategies must address the impact of pervasive technology.”

Apurv Garg of Brijbasi Art Press, a leader in board books and pop-ups, detailed the company’s success in capturing both domestic and international markets. Garg said, “We export eight containers a month and employ over 1,000 people, from artists and paper engineers to bookbinders.” Garg shared the growing popularity of Indian stories with special features like textured covers and vivid illustrations. “At the recent Frankfurt Book Fair, we showcased 300 new designs. Our ability to combine tradition with innovation is helping Indian stories find a global audience,” he added.

A turning point for Indian book printing

Several participants acknowledged the barriers that printers and publishers face in scaling operations and meeting global standards. The crux of the matter: As the globalisation-friendly world order fades, its new geoeconomic course is fraught with risk.

Amit Sharma of HarperCollins reflected on the need for Indian printers to scale up operations and improve customer service. “Printers must not only invest in technology but also build systems to handle large volumes with consistency. When HarperCollins tried to set up operations in India for our global markets, we faced challenges with customer service and planning. Indian printers were initially overwhelmed by the sheer volumes and lacked the experience to manage the complexities of international publishing. But we are seeing progress,” he said.

Sharma highlighted the importance of focusing on India’s strengths. “Our single-colour printing capabilities are strong and in demand. If we can build on this and gradually invest in novelty products like board books, we can achieve global competitiveness while retaining cost efficiency,” he added. Manu Choudhury of CDC Printers reflected on the transformation of his business in response to customer needs. “Without the push from our customers, we’d still be printing textbooks. Demand drives innovation, and sus- tained demand allows us to refine our pro- cesses and deliver high-quality results,” he said. Chowdhary emphasized the need for speciali- sation, adding, “We must focus on mastering specific niches, much like how Chinese print- ers have become local experts in certain types of printing.”

Ajay Joshi of Penguin Random House highlighted the importance of improving customer service in the Indian printing sector. “Printers here are investing in new machinery but often neglect the human element. Strong customer relationships are crucial for building trust and ensuring long-term partnerships with publishers,” he said. “The age group of 0-14 years accounts for a significant portion of India’s young population 25%. While publishers recognise the potential in the children’s market, printers have not aligned with this opportunity to meet the growing demand for chil- dren’s books.”

Madhur Bhatia of Akash Education underscored the resilience of the educational publishing sector. “We print 12 million single-color books annually, which proves there’s consist- ent demand in this segment. Educational pub-lishing remains a stabilising force in the print industry, allowing us to focus on content and quality,” he said. Vasant Goel of Gopsons brought attention to the financial challenges of taking on complex print jobs. “Return on investment (ROI) is a major concern, especially for intricate projects that require significant resources upfront,” he explained.

MN Pandey of Avantika discussed the digital print firm’s exploration of PUR technology to handle complex post-printing jobs. “Experimentation is essential if we want to remain competitive, especially in areas like board books and novelty printing,” he said.

As per Nielsen Bookscan, the value of the publishing industry in India was USD nine-billion in 2022. This year, it is expected to be USD 12-billion. This means, book printing in India will be valued at Rs 12,000-crore. It can be a lot more. With a bit more innovation. Global perspectives about reading International insights added depth to the discussion. Kai Buentemeyer, director of Bindwel, and erstwhile chairman of paper & print in the German body VDMA, shared his experience with Germany’s nationwide reading programme, which encourages early reading habits through paediatric visits. Advocacy for Reading: A Journey of Impact Twenty years ago, a lecture on communication theory inspired Kai Buentemeyer to address the decline in reading habits. Partnering with Germany’s Foundation for Reading, he championed an innovative programme to instill early reading habits.

The programme provides 4-5-year-old children with indestructible playbooks during mandatory doctor visits. Doctors guide parents on the importance of reading, seamlessly integrating literacy promotion into Germany’s healthcare system, which includes up to 10 pediatric visits per child.

Buentemeyer raised approximately USD one million to launch the programme, which reached nearly all children in Germany and gained government support for long-term fund- ing. Since 2008, it has impacted over six million children, fostering parental involvement and a culture of reading.

“Reading is not a natural skill—it must be taught. Programmes like these demonstrate how early interventions can foster a lifelong love of reading,” he said. Mallika Ghosh of Oxford University Press highlighted the need for relatable content in children’s books. “Encouraging local authors and creating imaginative, accessible formats is criti- cal to developing lifelong readers,” she explained.

Niraj Jain of Scholastic emphasised the importance of giving children autonomy in choosing what they read. “Children are more likely to finish books they pick themselves. Publishers must focus on creating content that resonates with young readers while giving them the freedom to explore,” he said. Subhasis Ganguli concluded the event by emphasising the role of initiatives like Bindwel’s Gift a Book to a Child program, which has distributed over one lakh books to promote the habit of reading. “Programs like this are crucial. If we want to make children lifelong readers, we need to reach them early with books that resonate, inspire, and engage. This is how we can start building a stronger reading culture,” he said.

Future directions
The roundtable concluded on an optimistic note, with participants identifying key opportunities for the industry. The crux of the matter being: With a proper investment and calibrated approach the book transition is waiting to be activated, once clarity is achieved across the entire book publishing ecosystem Promote Indian content: Publishers must support local authors and culturally relevant storytelling. Invest in innovation: Printers need to explore advanced formats like pop-ups and board books, with a focus on affordability. Enhance collaboration: A unified approach between publishers and printers can address challenges and unlock India’s potential in global markets.

As P Sajith summarised, “The print industry must think beyond traditional roles and align storytelling, design, and production to create a vibrant reading culture.”

The roundtable showcased the resilience of Indian print and book publishing. Most of the delegates spoke about how the humble printed book beat expectations and many firms have reported their best-ever first half even as consumption of books continues to soar. The key is, to ensure publishers big and small can boost their share of the market. With a unified approach, the industry can truly harness its potential to captivate readers both in India and globally.

Breaking the mould: Manu Choudhury's innovation vision

To truly succeed, the industry needs leaders with a Tesla or Mercedes mindset, constantly innovating and evolving, says Manu Choudhury of CDC Printers while speaking at the Bindwel-PrintWeek roundtable in Delhi. At the Bindwel-PrintWeek roundtable confabulation in Delhi, Manu Choudhury of Kolkata-based CDC Printers delivered a thought-provoking perspective on the Indian printing industry. His words were not just a reflection of the challenges faced by printers in India but also a call to action for innovation, consistency, and breaking free from complacency.

The comfort zone conundrum
Choudhury said: “We haven’t done anything extraordinary.” According to him, it is the evolving demand of customers that has pushed print firms like CDC out of their comfort zones. Without this external push, many printers, including his own, might still be stuck in straightforward textbook printing. This observation underscores a critical issue in the Indian printing ecosystem: the lack of sustained demand. While the capability to produce high-quality books exists, the typical demand cycle in India lasts only 5-10 days. This pales in comparison to countries like China, where demand cycles can extend to 60-65 days, enabling operational efficiencies and consistent quality improvements.

Challenges with cost and quality
A key challenge identified by Choudhury is the trade-off between cost efficiency and quality. For instance, the cost of premium boards imported from China is significantly lower than locally available alternatives. While Indian paper mills offer competitive pricing for lower- grade materials like B-grade paper, the gap widens for premium products such as art paper or coated paper.

Choudhury said, “Competing with China becomes difficult when high-quality paper is required. This disparity in material costs often forces Indian printers to import premium materials, which raises production costs but is necessary to meet global standards.

Stagnation in innovation
Choudhury’s critique of the industry’s stagnation in innovation was striking. Techniques like embossing and spot UV have been staples of the printing industry for over a decade, with little groundbreaking progress. The lack of demand for unique and innovative finishes has stifled growth and limited the industry’s ability to push boundaries.

The export paradox
Interestingly, despite these challenges, Indian printers have made inroads into export markets, supplying books to Europe and Brazil. However, Choudhury pointed out an ironic disconnect: while Indian printers excel at exports, their products are rarely seen in local bookstores. The reliance on locally available B-grade paper makes exports viable, but for premium materials and unique content, India struggles to compete with global players.

A mindset for the future
Choudhury offered a sobering reflection on the future of the industry. India’s rapidly growing literacy rate promises an increase in book production, but sustained growth will require a shift in mindset. He observed that only a small fraction of printers globally possess the innovation-driven approach needed to thrive in today’s market.

“Long ago, I gave up being a businessman in the traditional sense — I’m more of a production person,” he said. To truly succeed, the industry needs leaders with a “Tesla or Mercedes mindset,” constantly innovating and evolving.

Moments of pride and potential
Despite the challenges, Choudhury shared a moment of pride: the production of a particularly challenging book. While the project didn’t involve new technology, the effort and determination to overcome obstacles reaffirmed his belief in the industry’s potential for growth and innovation. Conclusion: Beyond complacency Choudhury’s address was a mix of pragmatism and hope. He emphasized that the way forward for Indian printers lies in combining innovation, demand generation, and quality improvements. Breaking away from the traditional practices of the last 10-15 years, he urged the industry to focus on pushing boundaries and meeting global standards. “Ultimately, it’s not about doing extraordinary things — it’s about doing the ordinary things extraordinarily well, consistently, and with a mindset that’s open to change,” he concluded.

Manu Choudhury’s insights were a clarion call for the Indian printing industry to rethink its approach, embrace innovation, and transform itself into a global leader in quality and creativity. 

From ink to imagination: Apurv Garg redefined children's books for the world

Apurv Garg of Brijbasi Art Press charts the company’s journey into children’s books during the Bindwel-PrintWeek roundtable in Delhi.

Imagine a bustling print factory in India, once churning out commercial prints, evolving into a vibrant hub for children’s books cherished worldwide. This is the story Garg shared — a journey of transformation, resilience, and creative brilliance that has made his company a global leader in children’s book production and exports.

The early days: A printer’s dream
Garg’s story began in the early 2000s when he transitioned from commercial printing to book printing. Inspired by his book mentors and visits to European factories, he saw the potential in the world of books. But the road was not easy — the initial export ventures faced hurdles like inadequate infrastructure and industry roadblocks. Garg realised that traditional printing wasn’t sustainable for growth. But instead of stepping back, he leapt forward.

One day, while attending international fairs like the Frankfurt Book Fair and the Bologna Children’s Book Fairs, Garg saw a significant gap in the global market for children’s books from India. Garg ventured into an uncharted territory. His first big break came in the form of an order for 60,000 children’s books. It wasn’t smooth sailing — sourcing materials and meeting international quality standards was a challenge — but this moment laid the foundation for Brijbasi’s focus on children’s books.

Innovating for young minds
Garg didn’t stop at printing; he reinvented what children’s books could be. Brijbasi pioneered formats that delighted little readers and amazed global publishers. For example, The Little Theatre’s Three Little Pigs pop-up book by Brijbasi Art Press, with complex die-cutting, and a combination of pop-up pasting and binding, is all about introducing craftsmanship in the humble printed book. Also, Fashion Girls, with its neon effect and complex PLC binding, the manual envelope, and elastic pasting ensured a (pretty handy) pocket on the inside of the case. Highlighting creativity, Garg talked about the different types of books.

Brijbasi produces. This includes board books, pop-ups, and novelty books with sound modules, plush toys, and interactive torches. It also produces thematic creations, such as cloth books, teaching feelings and colours for early learning. The company boasts of in-house creativity, with a studio of illustrators and paper engineers crafting unique, market-specific designs.

This commitment to innovation has transformed Brijbasi into a name synonymous with imagination and quality.

A global legacy
From a modest beginning, Brijbasi grew into a giant, exporting books to over 12 countries in more than 64 languages. Today, the group produces 200,000 books every month, shipping out at least eight containers globally. During the pandemic, when many businesses struggled, Brijbasi soared, launching hundreds of new titles, including international bestsellers adapted to the Indian market. Affordability became its mantra — bringing premium quality books to readers at competitive prices, making stories accessible to children everywhere.

A vision rooted in passion
Garg’s philosophy is simple yet profound: avoid the trap of commodity production. By focusing on high-value, creative products rather than bulk, low-margin printing, Brijbasi has stayed ahead of market trends. Creativity, Garg believes, is the ultimate investment and competitive advantage.

In a digital world, Garg remains a passionate advocate for physical books. He believes that the tactile experience of a book and the imaginative spark it ignites are irreplaceable. His vision goes beyond Brijbasi — he urges Indian printers to tap into global markets, challenging dominant players like China with innovation and creativity.

Inspiring the next generation
Garg’s journey is a testament to the power of resilience, innovation, and unwavering commitment to quality. With partnerships ranging from European publishers to supermarket chains like Lidl and Tesco, Brijbasi Art Press has set a benchmark for Indian businesses. Garg’s message was clear: The future belongs to those who dare to innovate, dream big, and take Indian creativity to global heights. His story is not just about success — it’s about inspiring a new wave of visionaries to think beyond borders and redefine possibilities.