Books Are Great Reformers.

This is article written by Nirav joshi[Yogi/ freelance writer/Journalist] from Mumbai. He can be contacted by e mail:[email protected] and +91-9987881391. Books are our best friends. Books are our best friends. Today when TV channels and internet has occupied the mindsets of millions, the number of book readers has apparently declined. Business class Gujarat communities are not much known for its fondness of reading books though there are several sections of society which have continued their interests in Gujarati books. In Mumbai, Princess Street near Kalbadevi road is the famous place for all Gujarat books lovers where more than six publishers’ shops are located. The owners of these publications have unanimously agreed to the fact that selling of Gujarati books has increased gradually in Mumbai though most of Gujarati generation is now educated in English medium. The demand of Gujarati books in Gujarati Diasporas living abroad is very high especially in US, UK and in South Africa as well in Canada. One of the prominent book publishing Company, N.M.Thakkar Co. established by Mohandas Thakkar alias Anubhavananda eighty years ago. He himself authored more than 40 books which are based on philosophy and Yoga as well Tantra. Mohanbhai’s son Hemant bhai is looking business of Gujarati books publication along with his wife. He said “Today there is an overall demand of varied types of Gujarati books ranging from healthcare to stock market and erotic to classical music subjects. Religious, cooking Aurveda and naturopath books are also very popular”. He said that several books are so popular that they have been reprinted more than 10 times for Gujarati readers. “Home remedies by Dadima” authored by renowned Aurvedacharya Mohanlal Chunilal Dhami has been reproduced for more than 20 times. Hemantbhai’s company has printed more than 4000 books so far. There are 400 books available now. Gujarati readers are very interested in religious books which yielded them good business. Sri Morori Bapu’s “Amrut Ramayan” is very popular among senior readers. ‘Kamsutra’ by Vatsyayan is also among best seller books with 25th edition so far. Gujaratis are great vegetarians, so books on cooking and nature cure are sold instantly. Book buyers are among 35 to 50 years age. Hemantbhai also introduced new innovative marketing schemes to popularize the books among all class of Gujaratis. He arranges two programmes based on various cultural themes alike “literature reading with music” and “Musical night on Raga” and so on. Five books serious on Naturopath written by Alka Mehta narrating the various tastes are similar of books written by N.R.I Deepak Chopara to some extent for enhancing food habits of vegetarians. At the junction of princess street, another publication shop which is 120 years old, is N.M.Tripathi publishers. It was founded by Govardhan M Tripathi who penned “Saraswatichandra- I-IV”, the author of world renowned book on which Nutan’s movie was produced in 60s. Publication House is managed by Karthikbhai Tripathi now. Kartikbhai said “we have been publishing 10 books each year” Books on cooking, religious and literature are in great demand though Ahmedabad based Gujaratis readers are more aggressive buyers in comparison with Mumbai readers, he admits. His company also sells translated books from other language into Gujarati. One of them is famous Marathi book “Mritunjay” by Shivaji Sawant and English book “Poliena” by Alinor Porter which is reprinted 5th edition. Ashok Shah, one of the owners of publication house Navbharat Sahitya Mandir, says that now a day almost all kind of Gujarati books is ordered by readers. We have

good books buyers as lots of topics have been added since last few years in Gujarat language. In his shop nearly 100 visitors visit daily. He also manages to design cultural programmes for book buyers at various places which culminate the profitability of this house for selling books. One of regular book buyers to his shop, Pankaj Pandya says that he visits the shop twice a week and spends almost Rs.500-1500 per month on purchase of thought provoking books. He likes books which are truthful and based on life experiences. He also read Hindi as well English books. -----------------Om----------------------------------