On the morning of 11 November 2019, Christine Cornet, Attachée Débat d’Idées et Livre, Institut français India/Embassy of France, invited a few of us Indian publishing professionals to address the visiting delegation. The aim was to give the French visitors a bird’s eye-view of the Indian book market with specific aspects highlighted such as regional language publishing, literary prizes, and literature festivals.
I had been invited to address the gathering on the publishing market of India. I chose to dwell on the characteristics of the publishing market in India along with some important points to consider from the point of view of the French publishers.
In March 2020, India will be the “Guest of Honour” at the Paris Book Fair and in January 2022 France will be the “Guest of Honour” at the New Delhi World Book Fair. This reciprocal invitation for this collaboration was announced during the official visit of President E. Macron in India in March 2018 when he met Prime Minister N. Modi. As a run up to this event, the French Book Office invited a delegation of journalists and cultural experts to visit India and meet publishing professionals. As a run up to this event, the French Book Office invited a delegation of journalists and cultural experts to visit India and meet publishing professionals. The delegation consisted of journalists and cultural experts: Eve Charrin (Marianne and Books), Gladys Marivat (LiRE magazine), Lorraine Rossignol (Télérama), Sophie Landrin (Le Monde correspondent for India and South Asia — Pakistan, Bangladesh, Nepal, Bhutan, Sri Lanka, Maldives), Catherine Fruchon (Radio France Internationale and editor-in-chief/ host of the show Littérature Sans Frontières ), Christian Longchamp ( Artistic advisor and playwright, and co-programmer of the annual multidisciplinary festival ARSMONDO, Opéra national du Rhin, Strasbourg), Sébastien Fresneau ( VP Book and Entertainment Events at Reed Exhibitions France and General Manager of Livre Paris, the Paris Book Fair) and Néguine Mohsseni ( Press Attachée, Institut Français, Paris).
Here are some of the salient points of the roundtable.
Indian Book Market
India is geographically deemed as a sub-continent. It is
large. Politically it is a federal structure with a centre and state
governments. The population is over 1.3 billion people. 22 languages are
recognised officially by the Constitution of India and English is not one of
them; instead it is the lingua franca. Interestingly language spoken changes
ever so slightly every 20 kms, making it impossible to consider India as a
homogenous book market as there are so many languages and scripts to consider.
The Indian publishing industry consists of multiple players.
There are publishing agencies like the National Book Trust and the Sahitya
Akademi (the organisation for literature) that were established by the
government, soon after Independence in 1947. Apart from these the well-known
multi-national players exists and a number of independent publishers. Of late
the self-publishing market is a growing segment that has resulted in a lot of
people getting their works published and new vendors are being established.
Bookselling happens through brick-and-mortar stores as well
as online such as Amazon and Flipkart. Online retail allows many
customers/readers to access books from Tier 2 and 3 towns which was not
possible earlier. According to Nielsen BookScan, the estimated value of the
Indian book industry is approximately US$6.3 billion. It has been more or less
at this position since the last Nielsen report of 2015. This is for various
factors, most immediate being – GST
(July 2016) and demonetisation (Nov 2017). Despite this the book market in
India is undoubtedly growing and there is a book hunger. Again this is for
multiple reasons, some of them being that more than 60% of the Indian
population is under 35 years age, making it young, mostly literate
or still studying, so in need of text/books. The K-12 segment constitutes the
largest segment of the Indian book market as 50% of the population is below the
age of 25 years old. The next segment of interest would be the trade list that
consists of MBS (Mind, Body, Spirit) children’s literature, women writing, literary
fiction, general fiction (mythology, historical fiction, fantasy, romance,
commercial fiction etc.) narrative nonfiction (history, biographies,
commentaries, memoirs etc.), cookery books etc. The children’s literature
market cannot be ignored for in the past decade it has grown phenomenally. This
is not just for the school textbook market but for leisure reading. Some of the
factors contributing to its growth have been the presence of school book fairs,
literary weeks in schools and writing retreats for budding authors, initiatives
started by Scholastic India and now adopted by many other players. Also the
insistence of many schools to include supplementary readers and/or books for
leisure reading alongside the prescribed curriculum. Also, ten years ago, one
of the most popular book festivals for children called Bookaroo was
established. Since then it has spread not only to other parts of the country
but overseas too. The reading public in this country is growing and this is
obvious by the rapid rise of piracy with many of the print editions available
at vendors holding large piles of poorly published editions to sell at
crossroads and temporary stalls seen on pavements.
Book fairs are very popular too. Unlike some of the
international book fairs where the focus is also selling of rights, most fairs
in India function as retail outlets. A book fair becomes an occasion for
customers to throng the stalls buying their supply of books. The customer
profile could vary from individuals, families to institutions browsing looking
for titles amongst the front and backlists and often scrummaging through at the
remaindered/second-hand bookstalls too. The biggest of these is the New Delhi
World Book Fair but then there are many regional book fairs organised too.
A major contributing factor to the book hunger in this
country has been the extraordinary growth in popularity of literature festivals
beginning with the mother of them all – “Jaipur Literature Festival”. It is
organised over a period of five days in January and has many parallel sessions
with domestic and international speakers. This model has been emulated across
the country with versions of it springing up. Apparently more than 80% of the
half million visitors that visit JLF are below the age of 29 years old. This
demographic seems to be more or less consistent for other litfests in the
country with more and more of the young visible in the audience.
Advancements in digital technology have enabled
readers/writers to access books from overseas, participate in online discussion
groups, access literature on their phones/pen drives/ebook readers etc. And
those that like reading the ebook, then purchase the print copy too. Increasingly
it is happening in many scripts.
An indication of the robustness of the publishing are also
the increasing number of business conclaves. Four of the prominent ones are the
CEOSpeak Over Chairman’s Breakfast organised jointly by the National Book Trust
and FICCI (Federation of Indian Chamber of Commerce), PubliCon organised by
Book Mark organised by Jaipur Literature Festival and Jumpstart organised
by the German Book Office.
Apart from this there are many literary prizes, including
specific ones focused on children’s writing, women’s writing, fiction, debut
authors, translations etc that have been launched. Some are very lucrative,
even awarding the translator, handsomely.
All said and done, the Indian book market is really many
markets within a market!
French Book Market
The French book market is smaller but equally robust. Some of the key characteristics are its Fixed Book Pricing, its protection of the brick-and-mortar stores from online players like Amazon and the prominent book fairs like Paris Book Fair. Also publishing translations of World Literature into French.
The French Book Office’s presence in India has helped foster Indo-French collaborations in the book industry. From sponsoring visits of Indian publishing professionals to France for specific book-related events and vice versa to actively promotes translations and publications of French authors into Indian regional languages under the aegis of the Tagore Publication Assistance Programme (PAP Tagore). French books translated in 2018: 75 titles including 1/3 supported by the Embassy of France. In addition to this the French Institute recently established the Romain Rolland Prize that translates French literature into a regional language. Apart from this consistent soft diplomatic initiative with the active cross-pollination of literature and cultures, the Institut Francais in New Delhi, now facilitated the crossed invitation from the governments of France and India regarding the book fairs. India is the guest of honour at Paris Book Fair 2020 and France will be at the New Delhi World Book Fair in 2022.
A great literary feast awaits the literary communities in
 According to the Census of India, the definition of “literate” in India is that person who can sign their name.
I interviewed the French Ambassador to India, Alexandre Ziegler, at the Jaipur Literature Festival 2019. The interview has been published in the online news portal Scroll. The text of the interview has been c&p below while the original url is here.
Alexandre Ziegler, the French Ambassador to India, was at the Jaipur Literature Festival this year to announce the winner of the 2019 Romain Rolland Book Prize. Recognising the best translation of a French title into any Indian language, including English, the Indo-French jury takes into account the quality of the translation and the publication itself while selecting the winner.
The award comes with an invitation to the Paris Book Fair 2019 in March for the publisher of the work and an invitation for the translator to attend a one-month residency in France.
This year, the longlist included essays as well as fiction and a very strong contribution from Indian languages apart from English, with four translations into Malayalam, two into Hindi, and one each into Tamil and Bengali. The winning title was The Life of an Unknown Man by Andrei Makine, published in France by Le Seuil, in India by Kalachuvadu, translated into Tamil by SR Kichenamourty.
The Romain Rolland Book Prize is just one of the actions of the French Institute in India to support translations of French books in India. It runs the Tagore Publication Assistance Programme and also launched a special training programme for translators this year. The first step was a one-day translation workshop focused on Indian regional languages, which took place on January 22 at the Centre for French and Francophone Studies, Jawaharlal Nehru University, and brought together more than 60 participants from various universities in Delhi. Ros Schwartz, the acclaimed translator, conducted the workshop. The long-term translation programme is part of the roadmap leading up to, on the one hand, the Paris Book Fair 2020, where India will be the focus country, and on the other, the New Delhi Book Fair 2022, where France will be the guest of honour.
Ziegler, who has been the Ambassador of France to India since 2016, spoke at the Jaipur Literature Festival about these initiatives. Edited excerpts:
Why was the Romain Rolland Prize instituted and what is its main focus? Does France have similar prizes in other countries too? The Romain Rolland Book Prize is a translation prize that aims to support publishers and translators involved in the translation of French titles into Indian languages. The purpose is to find the best book and to be able to negotiate for it on best possible terms while also promoting texts in translation. My feeling is that we speak about strategic and economic partnerships, of which both are growing well but we still have to invest more in culture.
In this age of machine translations, we often forget the human touch of a translator is critical. Translators are at the very core of the relationship between books and the world. What we have realised through our interventions is that it is not just texts in English and Hindi but we got very good texts from other languages like Bengali, Marathi, Tamil and Malayalam, too. It makes one realise that languages are very crucial to reaching out to other cultures, not necessarily in entire diversity of language. This is very reassuring for us.
The second Romain Rolland Book Prize is being awarded because of the quality of text. Creating the prize happened organically through the ongoing Tagore programme to recognise translations. We wanted to reinforce the initiative. As a result we are also co-organising a translations workshop with the Jawaharlal Nehru University. The first one happened in January with acclaimed translator Ros Schwartz.
France has an active book trade, bookstores and book fairs. How receptive are the French to literature from India? Recently you released Over & Underground, a joint production between French and Indian writers and illustrators. How successful are such literary experiments? Does the cross-pollination of such cultural experiences help foster bilateral relationships, not necessarily confined to the literary domain? Translation of the work of Indian authors in France has experienced several waves. Today there is a renewed interest among the French public for Indian authors. The dynamism of Indian publishing, its diversity and India’s international outreach have created a new curiosity for India and its authors and thinkers. The example of Over & Underground shows the combination of creativity between Indian and French authors, poets and illustrators. These co-publications need to be further encouraged and that is what we are working on.
Cross pollination of cultural experiences is exactly what we strive for to strengthen the ties between India and France. Books and other expressions of cultural diplomacy are a significant part of fostering bilateral relations.
What is the size of the French book market ? What are its characteristic features such as which genre sells the most, are print books preferred to ebooks, what is its growth rate etc? Is digital publishing making inroads with French readers? The French publishing market is worth 4 billion euros, 300 million of which is in e-books. Overall, the French reader prefers printed books but there is a real growth in e-books. For consumer books, it represents only 3% of the market but for the B2B and books on law or medicine, this market reaches 9% with an annual growth of 10%. The e-book is also directly linked to the presence or absence of bookstores. E-books sell better where bookstores are not available.
The time of traditional reading has decreased but a recent survey conducted in November 2018 shows that 69% of the French population is connected: they read online but not necessarily literature! Each day, the French spend an average of 33 minutes on a computer and 52 minutes on a mobile phone. Reading is therefore omnipresent on other platforms but basically there is an attachment to the printed book in France: an average 5000 copies are printed but real successes vary between 200,000 and 300,000 copies. This is the case of [Michel] Houellebecq’s latest book, which will reach 400,000 copies. The trend is also to publish more titles each year. The number of prints is hence lower today than it was ten years ago.
France is known for its robust independent booksellers. Globally independent bookstores are finding it difficult to thrive but not necessarily in France. It is a remarkable success story. Do you have any interesting case study/report to share about how these independent bookstores have managed to continue? There are about 1,000 independent bookstores in France. All those located in city centres are working well with an annual growth rate of 0.8%. This is a stable figure. Since 1981, the single price of the book has also allowed these bookstores to diversify. 37 countries, including 11 European countries, are currently applying the single price on books.
Recently the French Book Office (FBO) participated in the New Delhi World Book Fair (NDWBF). What was the response from the locals to your participation? Did the FBO gain significant learnings from its presence at the fair? The French Institute in India invited four publishers of children’s literature and social sciences, and organised four professional panels. The exchanges between Indian and French publishers were very constructive but the NDWBF is not the ideal place for professional meetings. On the other hand, the invitation of a French author whose work has been translated in India and invited for a dialogue with an Indian author would allow exchanges with a wider audience. But our four publishers were very satisfied with their discovery of the Indian market and the prospects for collaboration in social sciences and children’s literature.
In 2003 I attended the Salon de livre Jeunesse at the invitation of the French government. It was extraordinary to see the throngs of children attending the book fair and buying books. I would be curious to know if the children’s book fair continues to be as popular. If so what are the kinds of books for children and young adults that are trending in France? Would you consider collaborating on projects for children’s and young adult literature with Indian publishers? The Salon du livre et de la presse jeunesse in Montreuil attracts a large number of visitors each year. In 2018, for the 34th edition, there were no less than 179,000 visitors in 6 days, 4,000 more than in 2017. So I think we can say that children’s publishing is a booming sector in France. The dynamism of publishers and all those involved in books and reading contributes greatly to this success. Access to the fair was free for a good number of visitors and it is a real desire for cultural democratisation. As well as the multitude of actions that take place throughout the country and throughout the year around reading: meetings, workshops, debates, readings, competitions, prizes, etc.
Children’s literature in France is a market that knows how to renew itself, to question itself and, finally, to innovate. Thus, the early childhood segment develops real nuggets with sounds and materials to touch. The album is full of creativity with an incredible diversity of illustrators. The documentary is now close to coffee-table books by offering books that appeal to adults and children alike, whose aesthetics are so neat that it gives one pleasure to open and read them. As for fiction, from its first readings to “young adult” literature, publishers are increasingly perfecting their skills by offering books of high quality, covering all the themes that may interest young readers.
Would you consider instituting a prize similar to the Romain Rolland Book Prize for children’s literature as well? We are in fact planning to consider children’s books as potential winners of the Romain Rolland Prize. This will be discussed in Jaipur with the jury members.
How well are translations of world literature received in France? How have you fostered and continue to manage a cross-pollination of literary traditions in France and India? The French market is also influenced by Dan Brown and other Anglo-Saxon authors. But the phenomena of great success such as Elena Ferrante (Italian) or Arundhati Roy also shows that the French readership is open to world literature beyond Anglo-Saxons. This is why we believe that Indian authors have their rightful place in the French market.
Do you have any details that may be shared publicly of a road map planned for the 2020 Paris Book Fair where India is the guest of honour? What are the significant features of such an extraordinary event? We are hoping to select many writers including children’s and young adult writers, across genres, as well as initiating new translations. We do not want only established writers to be invited to the festival. We would prefer to have a range of outreach programmes too. For instance, conferences, debates, collaborations with libraries, bookstores, universities etc.
What are the events planned at the 2020 Paris Book Fair? Anything exciting that the Indian publishers and readers should be aware of? The Syndicat National de l’Edition and the National Book Trust have just signed the partnership agreement on 22 January 2019 for Livre Paris 2020. This book fair is a meeting place for the French public and Indian authors. We would like to organise panel discussions between French and Indian authors. For example we could have our two Nobel Prize winners in Economics enter into a dialogue. We also wish to encourage translation of Indian authors who have not yet been translated into French in order to introduce the French public to new young authors from all over the Indian Union. We also hope that this meeting will foster professional exchanges between Indian and French publishers. Several steps are planned. Pre-meetings in March 2019, a breakfast networking at Frankfurt between French and Indian publishers; invitation of French publishers to Jaipur 2020 and a professional training session on publishing that we would like to organise in India at the beginning of 2020. Not to mention the translation training programme that we recently launched with Jawaharlal Nehru University.
Omar Saif Gobash is the ambassador of the United Arab Emirates to Russia. In addition to his post in Moscow, Ambassador Ghobash sponsors the Saif Ghobash-Banipal Prize for Arabic Literary Translation and is a founding trustee of the International Prize for Arabic Fiction in collaboration with the Man Booker Prize in London. Ambassador Gobash wrote Letters to a Young Muslim for his two sons.
I write these letters to both of my sons [Saif and Abdullah], and to all young Muslim men and women, with the intention of opening their eyes to some of the questions they are likely to face and the range of possible answers that exist for them. …I want my sons and their generation of Muslims to understand that we live in a world full of difference and diversity.
Ambassador Gobash has been in this current diplomatic post since January 2009. UAE has a population approaching ten million, with over 180 nationalities represented. The ambassador’s mother was a Russian and descended from Orthodoxy clergyman. Although his wife is from Al Ain in the Emirates and her upbringing was “more uniformly Arab and Muslim” than her husband’s they took the joint decision “that we were not going to let our children be educated to hate”.
The ambassador writes:
Because I speak English, Arabic, Russian and French, and have friends and colleagues in the United States, Europe, Russia, and the Arab world, I have had access to the thinking that takes place within different cultures and political systems. The longer I perform my job, the more I am convinced of the power of ideas, and language, to move the world to a better place.
One of his most significant testimonies in the book is that ” We need to find a theological and social space and place for the following ideas: doubt, question, inquiry and curiosity”.
Letters to a Young Muslim are an extraordinary set of letters written by a father to his son explaining Islam, modern geo-politics, the growing hatred towards Muslims and explaining the importance of ideas and personal experience and not just reliance on texts interpreted by a few to make the world a better place. The format of writing letters is age-old but has come back in vogue with the powerful award-winning Between the World and Me by Ta-Nehisi Coates. Writing in the epistle form gives a sense of intimacy and allows a certain amount of “frankness” which other forms of structured prose may constrict.
It is worth reading.
Omar Saif Gobash Letters to a Young Muslim Picador, London, 2017. Pb. pp. 245 Rs 499
The Revenant ( 2001) written by Michael Punke is tipped to win a few Oscars tonight ( 2016). It has been nominated for 12 Academy Award nominations across all categories including the Best Actor for Leonardo DiCaprio — probably his first in twenty years of being in the movie business. ( http://www.theguardian.com/film/2016/feb/26/leonardo-dicaprio-the-revenant-oscars-academy-award ). I have not seen the film but the book is brutally magnificent and mesmerising with its focus on one man’s quest for revenge. It is powerful. Set in the American wilderness in the early 1800s, frontiersman Hugh Glass is badly mauled by a grizzly and abandoned by his fellow trappers ( intensely described in the stomach churning opening pages of the novel). Barely surviving his wounds, Glass is driven by thoughts of his family and a desire for revenge as he endures the frigid winter and pursues the men who left him for dead.
The author, Michael Punke, is a serving international trade expert and diplomat. He serves as the US Ambassador to the World Trade Organisation in Geneva, Switzerland. The Quartz profiled him: http://qz.com/626726/the-author-behind-the-revenant-is-an-international-trade-expert-and-diplomat/. This is what they say, “Despite the press frenzy ahead of Sunday’s Academy awards, Michael Punke can’t give interviews about his book or make promotional appearances due to his government position. He skipped the film’s December premiere to negotiate a $1.3 trillion trade deal in Nairobi. He can’t even sign copies of his 2002 novel.”
According to Wikipedia, the word revenant is derived from the Latin word reveniens, “returning” (see also the related French verb revenir, meaning “to come back”). A revenant is a visible ghost or animated corpse that is believed to have returned from the grave to terrorize the living. Revenants share some similarities with zombies in modern fiction. This is a result of contemporary depictions of zombies having evolved from vampire fiction. The original folklore about zombies had less in common with revenant legends. Similarities are also obvious with the aptrgangr (literally ‘again-walker’, meaning one who walks after death) of Norse mythology, although the aptrgangr, or draugr, is usually far more powerful, possessing magical abilities and most notably is not confined to a deathlike sleep during the day – although it does usually stay in its burial mound during the daylight hours – and will resist intruders, which renders the destruction of its body a dangerous affair to be undertaken by individual heroes. Consequently, stories involving the aptrgangr often involve direct confrontations with the creature, in which it often reveals to be immune to conventional weapons. Such elements are absent from the revenant lore, where the body is engaged in its inert state in daylight, and rendered harmless. Also references of revenant-like beings come from the Caribbean and are often referred to as ‘The soucouyant’ or ‘soucriant’ in Dominica, Trinidadian and Guadeloupean folklore (also known as Ole-Higue or Loogaroo elsewhere in the Caribbean).
The last time a film based on a book written by a serving diplomat won many Oscars was Slumdog Millionaire (2008), based on Vikas Swarup’s Q&A ( 2005). He is now the official spokesperson of the Ministry of External Affairs, Government of India (2016).
Michael Punke, The Revenant HarperCollins India, 2016. Pb.