In the Hindu Business Line Kalyani Prasher wonders: Is Hindi literature back in fashion ? finding:
The new Hindi reader is someone who reads in both English and Hindi, because she cares (or thinks it's cool to care) about the language, and her roots.And/but:
Translation is a double-edged sword -- in catering to the semi-urban reader's need for reading English fiction translated into a language she is comfortable in, it can remove her need to read original fiction in that language. This way, you lose more and more readers of original writing in Hindi.Meanwhile, in the Business Standard Shilpa Raina's IANS report finds that Hindi publishers adopt technology, new strategies to revamp business, noting:
(T)here was a big void in the Hindi publishing industry. Either we had pulp fiction or literary writings, so we decided to fill this gap and started publishing novels that are contemporary, which youngsters can relate to.Both articles note -- as Raina quotes:
The readers are there, but they are not always willing to spend a lot of money on Hindi books.Good to see the attention paid to this market, which seems to be paying off, here and there.