An avid reader himself, CEO of Calcutta-based bookstore Starmark, Gautam Jatia threw some light on the need for and importance of bookstores in this age of e-books and online purchase, during a recent conversation with The Telegraph. He remembers last year during the first wave of Covid when the entire economy was not geared up to handle the situation. However, things were different during the second wave, which plagued the country this year. Starmark’s online presence was up and running (@starmarkonline.com) and home deliveries became the norm.
“Whatever sales we got last year was from Amazon Marketplace and whether it’s online or offline, it is always good books that sell,” said Jatia. There is no difference in trends in sales when it comes to the online versus offline war, he reiterated, and good authors draw attention irrespective of the medium of purchase.
However, now that the stores are back up and running, non-fiction books seem to be in demand intensely. “People are increasingly moving towards consuming biographies, self-help books, books on spirituality — these are selling more while fiction takes a step back,” said Jatia.
Gautam Jatia Sourced by the correspondent
A unique thought emerges from our conversation with him. Having actively been involved in the industry for so long, Jatia believes that the increased interest in non-fiction is compensatory of the fictional content consumed in abundance on OTT platforms. “Added to that, publishers too are on the back foot regarding the promotion of books in the midst of this pandemic,” he added. However, there is a need for good content right now he affirms and encourages publishers to come up with great books. “Now is the best time to put your foot forward and start promoting books,” he said. Leveraging social media to the advantage of booksellers is the way forward. People have the choice of audio books or reading on an electronic device or reading a physical copy of a book but the demand for good content is endless.
However, bookshops and digital platforms need to go hand-in-hand. The importance of a bookstore is undeniable and will remain so in the future as well. ‘Buy from booksellers’ we see frequently on social media and Jatia agrees vehemently, as a bibliophile more than a seller. “How do you get new readers to acquaint themselves to the beautiful habit of reading? You need bookstores! Look at music. The moment it went digital, we stopped listening to that much music. I still have an old playlist that I keep listening to on loop. Discovery of new hobbies, interests, books or art can only happen when there is a physical presence. You can buy online only what you already know that you want to buy. However, you walk into a bookstore and you have people suggesting books to you and the process of discovery becomes so much more pleasant,” he said.
This is especially relevant for children, to spark joy of reading in them early. We asked him what he is currently reading and find out about David Eggers’ The Monk of Mokha –– the story of a second generation immigrant from Yemen in America. While a personal recommendation from Jatia gets us curious about a book, we understand what he means when he stresses upon the need for physical bookstores!
