Shelf Life with Mid-day: How this Bandra bookstore combats hate speech with the power of positive discourse

A quaint pastel corner is the kind of escape this writer sought on a sweltering day. Nestled within the bustling Waterfield Road of Bandra West, rests a tranquil bookstore run by the ‘Pauline Sisters.' As you make your way into the store, a gentle fragrance embraces you, almost like a warm hug from within. The shop boasts an array of approximately 10,000 books from off-beat genres.

Known as Pauline Books and Media Centre, the initiative was started by the Italian priest - Father James Alberione, in 1915, to combat propaganda that was spreading through print media in those days. A century later, the problem has multiplied tenfold as hate speech seeps deep into the minds and threatens to ruin the social fabric of India.

However, the Sisters at the bookstore are determined to fight bigoted media through constructive speech and doing good in silos. In today's Shelf Life with Midday, we speak to consecrated Sisters who believe that words have the power to move mountains.

Combat bad press with good press
The bookstore is run by a team of four consecrated Sisters who reside at the Convent within the society. Their purpose at work is driven by principles encompassing two distinct segments. At the micro level, they are focused on establishing a positive discourse as a response to hate speech that is trending within print and broadcast media.

"We want to combat bad press with good press," shares Sister Rosy, our host who heads the team and curates the collection at the bookstore. She reminisces how the store imbibed its vision. "Back in the early 1900s, the use of print and communication media was being exploited to propagate divisive feelings amongst fellow Indians."

Father Alberoine, who was then a young lad, took notice of how the misuse of the press led to social damage and promoted hateful sentiments. At that tender age, he realised that he could not stop people from drafting negative copies - so he came up with a counter plan. He began populating negative writings with literature that celebrated humanity and civic values, informs Sister Rosy.

Additionally, he promptly embraced technology and started an in-house printing press to gain a competitive edge over his peers. The printing press has thus become the epicentre of producing mass media on genres like spirituality, health, nutrition, self-help, personality development, youth and other uplifting literature.

Consequently, a mission that has endured for a century remains alive and is relevant, now more than ever. The power of positive discourse can be felt at the store where affirmative books like "Hope in the age of despair", "Let the real you stand up", "You can make a difference", etc. find a place on the shelves.

Known as the Pauline Family, all members are connected to one another by the same spirituality and by a profound bond of communion. Sister Rosy moved to the Bandra book centre in 2021. Previously, she has served the editorial team for 13 years at their Mumbai outlet. She is also a graphic designer who has crafted book covers, labels and posters.

Making kindness a norm
Shortly, Sister Annie enters the store in her navy-blue robes and a silver necklace. The commonality between our names breaks the ice and fills the space with cordial warmth. Sister Annie has been working here for more than 50 years and believes that infusing good values into humanity is the cornerstone of building a more compassionate, harmonious, and fulfilling world.

"We want to give good values to humanity," echoes Sister Annie. When individuals embrace values of empathy, kindness, integrity and respect, not only do they enhance their own lives but also foster stronger connections and sustain deeper relationships. With an aim to educate society in a digital and secular way, their medium becomes a tool to inculcate gratitude, empowerment and letting go of negativity.

"Speak of all that is worth praising - the striking beauty of nature, human emotions and melodious symphonies." Sister Annie echoes the words of St. Paul, a Christian apostle who spread the teachings of Jesus in the first-century world. With these principles in mind, Sisters curate books that align with the ethos of their vision and mission.

The message of goodness is not restricted to Gospel and Bible readings only. For instance, one of the books - "The Magic Book of Affirmations" by Jack Canfield and Ram Ganglani offers a quick capsule that readers can repeat regularly to promote self-confidence and improve their self-esteem. The book has been designed to reshape thought patterns and beliefs over time.

A feel-good bookshop
In the 1950s, when the bookshop was launched, it was christened as ‘St. Paul Book Centre.' Later, it assumed its current name. The bookshop is a part of bigger complex that houses a hostel for Sisters and working women, a publication house and a small Chapel. Despite being stationed on a busy road, the bookstore houses a vibe that is peaceful and calming to the senses.

In 1966, when Sister Annie joined the bookstore - it was an unregistered, compact showroom with a limited collection. Over the years, the bookshop expanded and also started exhibiting items spanning from figurines, rosaries, and ornaments to candles, lamps and statues made by local and overseas artists. Patrons entering the store find themselves welcomed with exceeding warmth and books that expand minds.

The shelves are endowed with books catering to people from different stages and walks of life. One can find books for children like ‘Entering the Teen Zone', ‘Discover the Hero Within You', ‘Destined for the Skies', and more that aim to empower the youth and provide them with an agency to tackle the confusion that comes with teenagers.

Whereas, for adults, the shop houses books under diverse categories: Biblical, spiritual, classics, health, nutrition, self-help, personality development and homiletics. A distinct feature of the bookstore is that though most of the writers are Christians, the reading material is designed to cater to people from all religions and faiths. The shelves have a very minimal fiction collection limited to classics only.

The bookstore is not only for Christians or Catholics but for everyone. Although, it dons a warmer appearance on festive occasions like Easter, Christmas, Teacher's Day and Parent's Day. Once a year, the store also hosts a book fair in December. It's open to all and readers can find a greater variety of books scoured from a wider collection at Pauline. Apart from revelling in literature, patrons can find unique items for gifting as well.

The workings of a good press
Apart from publishing their own books at the printing press, they also invite writers to send in pitches for their written works. Over the years, the bookstore has emerged as a syndicate to disseminate literature produced by word aficionados and writing enthusiasts. Additionally, they select books from other publishers too.

"Not every book in the market finds a place on our shelves. We review the content thoroughly before curating our reading offings," shares Sister Rosy. What sets this bookstore apart from the rest, we ask? It's their mission to improve the overall state of their society by enhancing conscience, inculcating civility and helping people build a strong character.

They put up a stall at St Michael's Church, Mahim on Wednesdays which has a collection of vernacular titles to cater to the needs of diverse ethnic groups.
The Pauline Book and Media Centre has branches in Bengaluru, Kolkata, Nagpur, Delhi, Lucknow, Ahmedabad, Secunderabad, Trivandrum, Mangalore, Shillong, Guwahati and Goa.

A space for community bonding
"Our customers don't come from elite backgrounds. They are the ones who wish to find solace in purposeful living and developing good habits. Further, the pandemic has encouraged many parents to tag along their children to the bookshop. They are fed up with their kids' obsession with mobile phones and digital distractions,'' shares Sister Rosy.

Many people visit the store not just to buy books but to interact with like-minded people. They share their stories and lend an ear to the ailing heart. "We being Sisters - are not qualified to be therapists yet they find confidence when they speak to us. They open up about their personal conflicts and difficulties that mar their daily lives." Thus, the bookstore also serves as a community of people who wish to heal via reading and sharing genuine guidance.

Upon arriving at the end of the conversation, the writer was left with an urge to visit the store again. The stimulating positivity of Sister Rosy helped her slowdown and take a moment to appreciate the goodness of life.