New writing in ... Hindi

       In the Hindustan Times Manoj Sharma reports that Young turks re-inventing Hindi literature (and, yes, I'm as disappointed as you are that they're young turks, not young Turks).
       So, for example:

[Divya Prakash Dubey] belongs to a new line of authors in Hindi who are rewriting the rules of the game. Their aim is to take their books to a whole new generation of Hindi readers. Dubey aspires to be a Chetan Bhagat of Indian writing in Hindi as far as accessibility and entertainment value of his books are concerned.

       I am not sure this is an aspiration to be applauded (several of Bhagat's titles are under review at the complete review; see, for example, One night @ the call center), but fresh blood -- in the sense also of fresh forms of/approaches to fiction -- is probably a good thing, overall.
       Dubey argues:

The reason why Hindi does not have new, popular bestsellers like those in English, is because most of those writing in Hindi are stuck in a time warp, telling stories that aspirational youth of today cannot relate to.

       I worry a bit about literature that tries too hard (or at all ...) to 'relate' to any-one/thing, but you can see his point.
       Interesting, too, that the market remains small:

But unlike the Chetan Bhagats of the English world, there is not much money for these new-age Hindi writers. Most of their titles sell somewhere between 1,000-5,000 copies with each book priced at a modest ₹100-150.

       (Recall that Wikipedia puts the number of native speakers of Hindi at ca. 311 million (2010), fourth among all languages worldwide (and not far behind English).)
       And I'm not sure how to react to, for example:

"I am very particular that all the books that we publish have smart, youthful look, and interesting titles. Our upcoming Hindi novel is Kulfi And Cappuccino -- a love story set in Jaipur," says Bharatwasi.

       Kulfi and Cappuccino ? Yes, I groaned.
       But as कुल्फी & Cappuccino (by Ashish Chaudhary) and with this cover:


       Okay, pretty clever marketing.