Twitter
Advertisement

Marathi publishers brace for challenge of English lure

Publishers in Girgaum, once the centre of Marathi literature, must reach out to more readers in the interiors to keep the production run going.

Latest News
article-main
FacebookTwitterWhatsappLinkedin

Girgaum had a long run as the centre of Marathi publishing from the pre-independence years to the 90s. But large-scale migration of Marathi-speaking residents to distant suburbs like Thane, Kalyan and Ambernath took a toll on the industry.

Today, Marathi book publishers say they face immense challenges. They lament the exodus of their clientele, which has left them with a population that speaks other languages. Besides, the ones who have stayed back prefer English to Marathi. “They don’t buy Marathi books; they don’t speak the language. This impacts buying,” says Vikas Paranjpe of Jyotsna publishers.

The Marathi publishing industry was informal for many years. It was only in the late 90s that a professional bent asserted itself. For a business formerly conducted on faith, with interpersonal relations being more important, concepts like contract, royalty and payments came in much later. “The whole Marathi publishing business… was extremely informal and non-professional. It was only in the late 90s that the professional approach of memoranda of understanding and contracts came into being,” says Naren Parchure of Parchure Prakashan Mandir.

Taking a cue from the changing habits of readers and shifting media preference, some publishing houses have moved on to printing English books. Others, like Jyotsna publishers and Parchure Prakashan Mandir, have begun publishing Marathi translations of international works. Publishing in English, they say, is the need of the hour.

“It is not a panic situation but we also need to start publishing in English if we publishers want to survive,” says Ashok Kothavale of Majestic Publishers. “Old-time customers of Jyotsna publishers have not left them, and they have got a new readership for English books.”

Meanwhile, the publishers say the main challenge is reaching the bottom rung, especially those living in the state’s interiors.
Pricing is a big factor there as most readers of Marathi literature cannot afford expensive books. “Honestly speaking, cost-wise, we still cannot reach the bottom line of society. We need to compete with sales of books in Malayalam and Bengali; they sell the most. The rate at which we are going, we can’t survive cost-wise,” says Shrikant Bhagwat of Mauj Publishers.

“We also need more outlets in the interiors. But even there, they want to read English books. The urge is there, even if there is a language barrier.”

Find your daily dose of news & explainers in your WhatsApp. Stay updated, Stay informed-  Follow DNA on WhatsApp.
Advertisement

Live tv

Advertisement
Advertisement