In our latest edition of the fortnightly series Shelf-Life, we explored a bookseller in Borivali’s Mahavir Nagar who has been selling books for the past 13 years. Initially selling books in South Mumbai’s Flora Fountain, this bookseller has now built a loyal customer base in Borivali
Promod Book Centre is often graced by television celebrities from time to time. Photo Courtesy: Aakanksha Ahire
- At Promod Book Centre, people can pick titles from a massive collection of 10,000 books
- All books available here are second-hand copies available at prices starting at Rs 100
- One can purchase a book and return it after reading it within one to three months
Pramod Pandey, the owner of Pramod Book Centre located in Borivali’s Mahavir Nagar has observed a slight rise in demand for books on Lord Ram. He thinks there might be a connection to the recent inauguration of the Ram Mandir in Ayodhya.
“A customer came to me just this morning (January 20, 2024 – two days before the consecration) asking for books that tell stories about Bhagwan Ram. I think people want to learn more about the deity now that this event has taken centre stage,” says Pandey.
However, he adds, “There is nothing new about this. People have always been interested in reading mythological books. Further, with Indian authors like Amish Tripathi who has written books like Ram and Sita, making the stories more interesting with their impeccable writing and creativity, the rise in demand for such books is obvious.”
Pandey (41), is a resident of Kandivali, Charkop. He has been selling books for the past 13 years.
For the latest Shelf-Life edition, this Mid-day Online writer chose to travel to the other end of the city instead of bringing to our readers, book stalls from the usual hotspot of South Mumbai. On exploring, the writer realised that though the number of booksellers in the suburbs is scanty, places like Borivali do have dedicated booksellers like Pramod Pandey.
Interestingly though, Pandey too, embarked on his book-selling journey from South Mumbai’s Flora Fountain area – a place popular for housing a large number of booksellers.
Secondhand books in pristine condition
The decision to move to Borivali was born due to the shutting of stalls in Flora Fountain. “Many book stalls had to be shut due to civic and permit license issues. Many sellers like me fragmented to other parts of the city looking for a living.”
After doing a thorough recce, Pandey decided to set up his bookstall in Borivali’s Mahavir Nagar. He says, “Since most of us had to set up our stalls in different places, I wanted to look for a place that didn’t have many bookstores around. Mahavir Nagar, 13 years back, didn’t have any book stalls. So it was the perfect place for me to set up my business here.”
He adds that since this is a residential area, it only helps to sell books here as it is easier to pull customers belonging to all age groups.
At Pramod Book Centre, one can pick their favourite read from a massive collection of 10,000 books. Unlike many book stalls in Mumbai that are struggling to attract customers, Pandey has over 50 customers visiting the stall and purchasing books daily. Pandey claims he makes a sale of a minimum of 100 books daily. As per the writer’s observation, there can be mainly two factors behind the influx of customers. One – the quality of the books put on display is as good as that of the fresh copies. Despite being second-hand copies, Pandey has ensured that these books are well-intact, polished and don’t have any torn or missing pages. Second – despite being located on the main road (which can also be an added benefit), the stall is strangely secluded since it falls on one corner where readers can take their time and make a choice without any hurry. Besides, Pandey offers a helping hand and often recommends books to customers who don’t know what they are looking for.
All books available here are second-hand copies available at prices starting at Rs 100. One can purchase a book and return it after reading it at an exchange rate of 70 per cent. This means that if you purchase a book for Rs 100 and return it in a month, you will get back Rs 70. You can also have an extension of two to three months.
Since there are over two schools in the vicinity, Pandey also sells children's books. Many adults bring their children to this book centre to buy a variety of story books.
Pramod Pandey enjoys customer loyalty
“While I do have new customers, I have more old customers who have been buying books from me for the past 10-12 years. I enjoy that exclusivity because there are not many book stalls in the vicinity. I am on a first-name basis with most of my customers. I also know what books to offer my customers next when they finish reading the current one. I do this because I know what each of my customers likes to read and what they are likely to enjoy reading.”
Pandey, a father of two, has completed his schooling in his hometown Uttar Pradesh. Although this bookseller doesn’t have a liking towards reading, he does pick books once in a while and skims through the pages. “I do this to learn what the book is about so I can recommend the right books to my customers.”
The stall sees more young buyers, yet Pandey says there is a good balance of customers of all age groups. Most youngsters, he says, buy more of self-help and financial books. This is not to say that young readers don’t enjoy fiction. “Classic books by legendary authors like Jeffery Archer and Sydney Sheldon are evergreen. Good writers will always be in demand no matter how old they get.”
According to Pandey, books like Atomic Habit, Psychology of Money, Rich Dad Poor Dad and Ikigai are currently the top-performing books.
Pramod Book Centre is often graced by television celebrities from time to time. One celebrity who is starting to be a regular is Tanmay Vekaria aka Bagha a famous character from the television series Tarak Mehta Ka Oolta Chasma. Pandey says, “He likes reading biographies. The actor has bought a few biographies and story books for his children.”
Besides this actor, other actors too, visit the stall. “I don’t know the names of all, but I do recognise them by face.”
Here’s what you can do with your old books
Pandey sources his stock of books from book dealers, however, a majority of his books are also a result of donations. He says, “People often sell books to scrap stores. So I encourage my customers to give them to me instead, so I can put them to better use. I pay them in return.”
This bookseller also gets a bulk of books in the form of donations without having to offer money in return. So if you plan on discarding your old books, you know where to go.
Overcoming challenges
Pandey has been operating from a stall despite a license from BMC. He says, “We have filed all the paperwork and applied for a permit in 2004. I am hoping to get a permit soon. Although we don’t face any issues from the municipal bodies given that we sell books and conduct a good business, there have been times when I and some others like me have faced minor problems.”
Besides this, he says, “I cannot overlook the fact that most residents of the suburbs go to town to buy books simply because they aren’t aware that we sell books right here near their place of residence. This also sometimes robs booksellers like me of opportunities to make profits.”
During the Covid-19 lockdown, Pandey followed all the rules laid down by the state government and practised Covid-appropriate practices when selling books. He says, “My customers were requesting me to partially resume selling books. They were bored watching television or videos on the internet. I had the most number of customers during the pandemic.”
According to him, people read books during the lockdown like never before. Since people had ample amount of time on their hands and not much to do, they opted to read books.
Through Mid-day Online, Pandey urges the residents of Borivali and surrounding places to visit the bookstall the next time they wish to shop for books.
Aspiring to launch a library
Having survived for 13 years and doing just fine, Pandey says he is content with whatever money he makes. “I get to easily feed my family and provide for them. I am happy with what I do.”
On being asked if he ever considered taking another job, he says, “I don’t know how to do any other work. Since the first day, I have enjoyed selling books and I have been doing it pretty well. I know I will not enjoy any other work.”
This said Pandey is toying with thoughts of expanding his little business into something more concrete. “I have been thinking of setting up a proper store by acquiring a space on rent. I wish to set up a library, but I am still thinking about it. I don’t know when and how I will execute it.”
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