They expect magazines, movies and other new kinds of content, and consequently audio books have also been well received.”
“Today when people enter a bookstore, they don’t just expect to see paperbacks and hardbacks. It has given us the opportunity to convert a lot of good quality content instead of waiting for the next bestseller to come along,” Sumit says.The decline of the traditional bookstore has also helped Reado. Even the management books space has grown with more and more Indian success stories. From Amish writing on Shiva to Chetan Bhagat writing about Indian youth. However, in the last decade, we have had several new Indian authors. “A decade ago, there were just a few Indian English writers, Khushwant Singh, Shobha De, Amitav Ghosh and so on. The rising number of Indian writers has helped Reado in more ways than one. For the past two years, they have been showcasing their audiobooks with innovative listening booths, allowing people to experience an audiobook. To do that, one of the tactics Reado adopted was to participate in the ‘World Book Fair’ in Delhi. Their initial challenge was to convince the publishers and also the audience. “We were lucky to have bagged a deal with Penguin India in the beginning,” Siddharth says. Retailers and publishers in India are still not sold on the potential of audiobooks. That also sets us apart from the competition in India.” “Reado is selling audiobooks in both the physical format (CDs) and in the digital downloadable format. The category is new and local on ground relationships with authors, publishers and distributors matter,” Siddharth says. “And it does not look like they will be making a move into the market any time soon.” That will give Reado enough time to get more Indian authors and publishers on board. Currently, Amazon does not have its audiobooks division in India.
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