Those who haven’t faced extreme challenges often don’t understand the depth of survival in publishing. It’s an industry where many surrender to temporary fears. They lose their dreams and character in the process. Swati Chopra and Juggernaut Books represent an interesting shift in this challenging landscape. They are poised to redefine the dynamics of Indian publishing.
In 2015, Chiki Sarkar demonstrated extraordinary courage by
launching Juggernaut Books. From Day 1, it was a publishing house designed to
challenge the status quo. Juggernaut Books was different, it was designed to be
different. It quickly gained attention for its daring and diverse list of
titles, including erotica, politics, and self-help. Their bold approach was
evident in their initial publishing list, which sought to publish what others
wouldn’t.
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Innovations like serialised novels, shorter chapters,
appointment reading, genre fiction, and other experiments helped Juggernaut
attract readers who were avid phone users but not reading traditional books.
These strategies were designed to engage a new generation of readers and adapt
to changing reading habits.
Despite these successes, Juggernaut faced resistance from
established industry figures. Some were not pleased with the rising fortunes of
this new player in the publishing world. One prominent industry figure even
openly expressed their dislike for Sarkar in a conversation with this writer.
Such reactions were indicative of the insecurities and challenges Juggernaut
faced in a highly competitive industry.
Juggernaut, however, continued
to thrive until around late 2019 or early 2020, when it seemed to lose
momentum. This period marked a turning point for the publishing house, as it
appeared to struggle within the larger scheme of things.
Fast forward to the present, and there is renewed excitement
as Swati Chopra, a respected nonfiction editor, joins Juggernaut Books as its editorial director, nonfiction. Swati Chopra was previously with HarperCollins
India, where she built a formidable list of titles. Her work was highly
regarded and her books were often eagerly anticipated by readers and critics
alike. She is known for her keen editorial sense and ability to publish
impactful titles. Her books often disappeared from newsrooms as veterans of
print journalism would often have the titles published by her reserved for
reading immediately after review. Those familiar with HarperCollins’ nonfiction
list will understand the significance of her joining Juggernaut.
With Swati Chopra and Chiki
Sarkar working together, there is a sense of anticipation about the future
of Juggernaut Books. The combination of their talents and vision promises to
bring fresh energy and ideas to the publishing house. They are well-equipped to
address contemporary readers’ demands, including a growing interest in digital
books or "vooks."
As India’s election verdict vindicates the spirit of our nonfiction publishing, it is time for me to bid adieu to my wonderful colleagues at HarperCollins. Much gratitude to all the authors who trusted me with their books, and readers who voted for us with their reading choices.
— Swati Chopra (@swatichopra1) June 5, 2024
However, there will be challenges ahead. The publishing
industry is notoriously difficult, and profitability is a constant struggle.
Established players often try to overshadow new entrants to maintain their
dominance. This competitive landscape means that Chopra and Sarkar will face an
uphill
battle as they work to establish Juggernaut Books as a leader in Indian
publishing. Sarkar should aim at ensuring extended funding for Juggernaut while
Chopra’s role at Juggernaut will be crucial in shaping the future of the
publishing house. Her expertise in nonfiction and her track record of
successful publications will bring valuable insights and strategies to the
table. She will play a key role in ensuring that Juggernaut continues to
publish books that matter, that nobody else would dare to.
Sarkar's vision and leadership have already laid a strong
foundation for Juggernaut Books. Her decision to launch the publishing house
was a bold move that challenged the traditional publishing model. She created a
space for diverse voices and genres that were often overlooked.
Together, they are a formidable team with the potential to transform Juggernaut Books into a powerhouse of Indian publishing. They will need to be aware of the complexities of the industry, and balance the demands of profitability with the need to publish meaningful and impactful titles.
They should continue to promote digital innovation and explore
newer ways to engage readers through technology. This might include expanding
their range of digital books and developing interactive content.
They should also work to establish Juggernaut Books as a thought leader in the industry and contribute to discussions on the future of publishing. They should position Juggernaut as a leading voice in Indian publishing because that space is empty and the existing leaders have been a disappointment.
(Saket Suman is an independent journalist and writer. He previously headed the Arts/Books/Culture verticals of India's largest independent newswire)
