In the heart of Mumbai's Prabhadevi, something magical happens every Saturday afternoon at Kahani Tree children's bookstore. The space buzzes with energy as young readers and their parents explore thousands of picture books in a warmly lit, wood-panelled sanctuary that feels like discovering a hidden Diagon Alley shop.
The Rise of Screen-Free Reading Spaces
As digital devices dominate modern childhood, Indian parents are increasingly seeking analogue alternatives. The 'de-screening' impulse is driving a significant transformation in India's children's books market, with bookstores positioning themselves as digital-free harbors offering tangible, immersive experiences.
At Kahani Tree, owner Sangeeta Bhansali observes profound changes in children who engage with physical books. "Children are made readers in the laps of parents," says the sprightly 60-year-old. "When you read to them, you are trying to make them sit still and listen. That stillness is important. Our own brains these days are constantly jumping from picture to picture because of gadgets."
This philosophy resonates with parents like Prajakta Gadde, who visits Kahani Tree with her twin toddlers. "They are turning two in 10 days. Between a toy and a book, they always choose the latter," she shares while preventing her daughter from grabbing at the Peekaboo collection.
Market Growth and Changing Reading Habits
Recent statistics from NielsenIQ BookScan reveal encouraging trends: the 'Children & Young Adult' books segment has registered sustained double-digit growth in recent years and now contributes 25 percent to India's overall trade book market.
Manoj Satti, Senior Vice President at Penguin Random House India, acknowledges that "ongoing efforts of schools and parents to cultivate reading habits" have driven significant growth in children's publishing. At Penguin, the children and YA segment contributes approximately a quarter of overall sales.
The Chaudhary family exemplifies this shift. Hanja Chaudhary, a 32-year-old mother, has nurtured her daughter Krishvi's love for reading since birth using flashcards, black-and-white books, and nightly story sessions. The result: at age 3, Krishvi seldom watches TV and remains completely mobile-free.
Bookstores Transform into Experience Centers
Leading bookstores are going beyond mere retail spaces to become community hubs. Crossword, one of India's prominent booksellers, has launched several children-focused initiatives including Book-A-Thon with interactive workshops and the weekly Crossword's Kids Club. Last month, the chain released its first-ever original children's comic book series, Sochu, following a seven-year-old protagonist learning about life's oddities.
Trushant Tamgaonkar, Executive Director of Title Waves bookstore in Bandra, explains the advantage physical stores offer: "Parents and children don't always know what they want. When they visit, they can touch and feel books and pick what they like. You can't do that online." His bookstore has seen children's book sales grow to comprise 40 percent of overall business.
Meanwhile, boutique bookshop Kitab Khana in south Mumbai boasts a unique children's literature collection sourced from the London Book Fair. T Jagath, Chief Operating Officer, emphasizes that "the display is the USP" and believes online platforms cannot completely capture the children's book market because "everyone wants to go through the book first."
Diverse Reading Preferences and Homegrown Stories
The children's books market spans various genres and formats. According to Medha Bose, Senior Manager at Hachette India, low-priced early-learning board books remain major growth drivers, but "there is also a thirst for more picture books with strong narratives and good production quality."
While international authors like David Walliams, JK Rowling, and Jeff Kinney continue to dominate fiction bestsellers, there's growing demand for homegrown stories. Trushant Tamgaonkar notes that many parents seek books from publishers like Tara, Tulika, and Amar Chitra Katha, hoping children stay connected to Indian culture.
Sanya Verma, Commissioning Editor for Children and YA at Hachette, observes steady interest in mythology-inspired books, with "The Gita for Children" remaining a consistent bestseller. Popular Indian titles include Roshani Chokshi's Aru Shah series, which reimagines the Pandavas as young girls, and Bhakti Mathur's Amma Tell Me books that make mythological figures accessible to children.
Sharvani Pandit, Editorial Head at Bahrisons Booksellers in Delhi, points out that catchy titles like 'The Girl Who Drank The Moon' or 'Llama Llama Red Pajama' attract young readers, but expresses concern that "we are so intent on teaching that we forget children can learn without being told what to think."
Building Future Citizens Through Stories
Sangeeta Bhansali recognized the gap in contemporary Indian children's literature nearly two decades ago. In 2006, she established Kahani Tree to provide visibility to independent Indian publishers. Today, she hosts 23 Indian publishers and has helped build libraries across states.
"I like to call it the mirror and window collection," Bhansali explains. "Indian books act as mirrors to children's surroundings, and international titles offer a window into the world beyond."
Her shelves include books addressing gender, caste, disability, and loss, helping parents tackle difficult subjects. "When children read books that celebrate our differences and talk about empathy, it helps them become better citizens and human beings," she affirms.
Popular Indian series like Ashok Rajagopalan's Gajapati Kulapati, following a lovable elephant whose sneezes cause chaos and laughter, and Manjula Padmanabhan's Where's The Cat, unfold the rhythms of everyday Indian life, whether featuring banana-sellers losing their load or bustling local markets.
As India's reading culture evolves from major cities toward smaller towns, supported by both online platforms and physical bookstores, this screen-free movement represents more than market growth—it's about nurturing imagination, stillness, and connection in the digital age.
