“I wanted to be the one to define the game,” says Ajay Jain, founder of Kunzum Books. He opened Kunzum Travel Café in Delhi's Hauz Khas village in 2010 and has since rebranded it as Kunzum Books after more than a decade. Jain runs five Kunzum outlets in the Delhi-NCR, each one a stylish, spacious and modern space. The massive store in Greater Kailash 2 spans four floors. The first two floors are for books, while the third and fourth floors are a theatre that hosts a variety of events. Be it '70s karaoke nights, tango classes, tarot sessions, poetry and music performances, the bookstore goes beyond books, “attracting guests from all walks of life and promoting the promotion of arts and culture,” says Jain. “We are positioning Kunzum as a hub for culture as well as literature,” he adds.
Aakash Gupta, CEO & MD, Crossword Bookstore, too feels that “In a positive and necessary evolution, bookstores have now become cultural hubs where people come together, learn and have enriching experiences. These events make the bookstore experience more immersive, engaging and relevant, fostering community and adding to the joy of reading. At Crossword, we host exciting events like open mics, quiz nights, offline clubs, kids' storytelling and more. These events transform our bookstores into central and vibrant spaces for the entire community.”
“For decades, it has been a cultural hub, a place where devotees of literature and the arts could connect with their followers, fans and readers,” Swagat Sengupta, CEO of the century-old Oxford Bookstore, said.
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At its first outlet in Delhi's Khan Market, Bahison's Booksellers has retained its old-world charm, welcoming both regular and non-regular customers, but as books have become more central to everything, its other outlets in Delhi-NCR, Kolkata and Chandigarh have taken on a more contemporary look and feel.
“It depends on the location and the space available,” says Rajni Malhotra, who runs the family-run bookstore with her husband, Anuj Bahari. “If it's a shopping mall, the décor should be in keeping with that. Also, having a large space gives you the advantage of being able to display everything,” she adds.
On how bookstores are becoming places that offer more than just books, Malhotra said: “Our model is to have a coffee shop inside the bookstore for people who want to combine coffee and a book, and it's working well.”
Although cafés have become almost a staple of the bookstore experience, they were started by Oxford Bookstore in Kolkata in 2000.
“Oxford Bookstore is more than just a bookstore; it is a space designed to foster community and social interaction. The inclusion of a café further enhances this atmosphere, catering to tea lovers and transforming the bookstore into a cosy, inviting hideaway where customers can sit back and enjoy their purchases along with delicious food,” says Sengupta.
Do non-book events lead to sales?
While many established bookstores have closed recently, notably Nagasri Book House in Bangalore, bookstores like Baharisons are holding out and expanding. On competition from new-age bookstores like Kunzum that offer more than just books, Malhotra says, “It's healthy competition. More bookstores in the country means more people will read. Having spaces for tango classes, plays, readings — it enhances the book atmosphere. It's like building a community. After all, the aim is to sell books.”
But do literary and non-literary events lead to book sales?
“We have had success with many events, including a show hosted by well-known comedian Papa CJ, the Delhi Poetry Festival, a session with Javed Akhtar and Shabana Azmi and a Sufi performance by Radhika Sood Nayak that drew packed house audiences. Recently, we hosted 'Agra Varka: Reimagining Punjab: New Stories from a New Land', an initiative by Majha House, Amritsar and Kuldip Nayar Trust, which also drew a packed house,” says Jain. “Book sales are generally good at such gatherings, but there are also disappointments. There have been times when we have sold only a few copies to an audience of over 100 people. But we don't regret it. Everything contributes to our brand value,” he stresses.
Nevertheless, Jain believes, “Bookstores have to offer more than just books, otherwise they will lose out to companies like Amazon, who sell books at deep discounts as if they were everyday items. We are looking at hosting events higher up the value chain. This includes meaningful dialogue with key people and attracting more talent, especially in the fields of music and theatre. We are also in talks with publishers to invite the best writers from across the world.”
But Kunzum's owner says he's in no rush to expand for two reasons. “First, talent is a challenge in this industry. It's very hard to find salespeople with in-depth knowledge about books. Secondly, bookselling is a very personal business,” the owner says.
Meanwhile, on a rainy evening, Baharison's Booksellers, in the middle of Delhi's Khan Market, was buzzing with activity. Some were browsing books, others engaged in lively conversation while the owner and staff attended to customers. The book selection was particularly impressive, with a mix of trendy and obscure titles lining the shelves. Needless to say, the staff are attentive, keen to know what customers are looking for and may even recommend a book or two. It's this savvy “people” and “personalization” that Jain refers to that are the selling points here, and one can only hope that bookshops never go out of style. “I don't think books will go out of style, at least not in our lifetimes,” says Malhotra.
