We are here to ensure bookstores thrive for generations to come: Aakash Gupta of Crossword

Dibyajyoti Sarma (DS): Crossword has been one of the most recognised bookstore chains in India for a long time now. That said, we have noticed that in recent years, Crossword has seen a resurgence. What’s new at Crossword? 

Aakash Gupta (AG): Crossword is experiencing an exciting phase of growth and innovation. We are expanding into tier-2 and tier-3 cities, where the demand for high-quality bookstores is increasing. We have also reinforced our role as a cultural hub, collaborating with literature festivals, launching author events, and revitalising the Crossword Book Awards — a celebration of Indian writing. 

On the digital front, we are enhancing our omnichannel experience by integrating with ecommerce and quick commerce platforms to make books and gifting products more accessible. Additionally, work is being done on AI-driven personalised recommendations are shaping the way customers discover books, both online and in-store. 

DS: How do you envision the future of Crossword, especially in terms of promoting the resurgence of printed books in India amidst the rise of digital media? 

AG: To grow along with it by making the best of it. Any challenges can be opportunities. While digital consumption is growing, there is also a renewed appreciation for the tactile and immersive experience of physical books. Our focus is on expanding the joy of reading by making bookstores more accessible and experiential. We have ambitious plans to open many more physical stores in the coming years, reinforcing our commitment to the printed word.

DS: With evolving consumer preferences, how has Crossword managed to balance digital transformation while preserving the unique experience of browsing and buying physical books?

AG: By ensuring customers have the best experience in our physical stores, in the form of recommendations, the thrill of discovering new reads, special curations, in-store events and activities, overall, a wholesome literary experience. Something that digital platforms can’t offer. 

DS: What innovations has Crossword introduced to enhance the in-store experience for customers, particularly those passionate about printed books?

AG: We’ve transformed our stores into cultural hotspots where book lovers can engage beyond just shopping. We have interesting and engaging campaigns throughout the year, with special events and curated displays. For Valentine’s Day, we had a blind book date campaign, particularly for the young readers. We have similar engaging thematic events throughout the year. Alongside this, we have storytelling sessions for children to imbibe in the little ones the love for reading. 

DS: Given the increasing competition from online platforms, what strategies has Crossword adopted to maintain its relevance and continue attracting customers to its physical stores?

AG: We focus on offering what digital platforms can’t — an immersive, community-driven book experience. Our key strategies include experiential retail, personalised recommendations and exclusive editions and collectibles.

DS: Can you share any upcoming projects or initiatives that aim to strengthen Crossword’s position in the printed book market? 

AG: Our two biggest focus areas are expansion into tier-2 and tier-3 cities. We’ve opened stores in Patna, Lucknow, and Dehradun, and the overwhelming response confirms our belief that readers outside metro cities crave high-quality bookstores. Besides this, focusing on the omnichannel experience through eCommerce and quick-commerce integrations. 

DS: How has Crossword's expansion strategy, both geographically and digitally, contributed to its success, and what are the future goals in these areas? 

AG: Crossword is no longer confined to metro cities. Our expansion into smaller cities has brought bookstores to places that had a strong demand for them. Digitally, we’re working towards an omnichannel strategy, making book discovery easier and more seamless. 

DS: What do you believe is driving the resurgence of printed books in a digital-first world, and how is Crossword tapping into this cultural shift?
AG: The first being digital fatigue. The overuse of digital devices has led to a craving for offline activities. Followed by a strong need for a tactile and emotional Connection sought by book lovers across the country. Beside this, books make great gifts. 

Crossword is tapping into this resurgence by offering curated reading experiences, making books more collectible, and expanding our reach where bookstores are scarce.

DS: How do you see bookstores like Crossword contributing to intellectual and cultural enrichment, particularly in a time when online content is so widely consumed? 

AG: Bookstores are intellectual sanctuaries where ideas are exchanged, curiosity is sparked, and knowledge is shared. Crossword plays a crucial role by enhancing the community experience, hosting discussions, literary fests, and author meet-ups. There is a big focus on cultivating reading habits in children through interactive sessions and curating books that go beyond trends, offering depth and diversity. In times of fast, bite-sized content consumption, we champion deep reading and critical thinking. 

DS: Looking back at Crossword's journey from the opening of the first store in Kemp's Corner in 1992, how do you view the company’s evolution, and what’s next for its future? 

AG: Crossword has grown from a single store in Mumbai to India's most loved bookstore chain, adapting to every shift in the reading culture. From being an early pioneer in organised book retail, to now transforming into a multi-format, omnichannel cultural hub, our journey reflects our commitment to books, readers, and the joy of storytelling. We hope to continue to expand our reach across India, integrating technology without losing the essence of discovery and create unforgettable book experiences. 

We are here to ensure bookstores thrive in India for generations to come.