Shelf Life with Mid-day: Discover Fort’s literary gem housing rare titles for seasoned readers

Book lovers are an exceptional breed. In a world full of screens, they navigate the realms of imagination with the printed word. Keeping the art of curiosity alive through the pages of books is Mumbais independent bookstore – Wayword & Wise. Nestled at Ballard Estate, just a brief stroll from Chhatrapati Shivaji Maharaj Terminus, the bookstore was erected in 2016 with a mission to drive rare titles for seasoned readers. At first, it appears indistinguishable from the surrounding Indo-Gothic structures, cafes, restaurants, museums and art galleries. However, upon entering, this writer stumbled upon a hidden gem within a hushed bookstore. In todays edition of Shelf Life with Mid-day, we delve into this book lovers paradise which found its home at the edge of Mumbais business and culture hub – Fort. A literary revivalist communityA typical bookstore has books that customers are inclined to read. An outstanding bookstore goes one notch higher to offer books that customers didnt know they needed to read. With a meticulous curation that was made after reviewing over 3,00,000 books – owner Atul Sud and curator Virat Chandok have crafted a haven for book lovers seeking a respite from the digital marketplace giants. After multiple sessions, we narrowed it down to 7,000 books encompassing various genres. The idea was to expose readers to books that are not commonly found in the chain and open their minds to new subjects. Also, the bookstore serves as a sanctuary for those yearning to rediscover the joy of finding a great read, shares Chandok. Many visitors casually enter, drawn by the quaint facade, in search of books by popular authors such as Chetan Bhagat, Amish, Jeffrey Archer and others. Those with a penchant for more literary works may gravitate towards titles by Gabriel Garcia Marquez or Haruki Murakami. However, upon deep introspection, readers will have their interest piqued by books seldom found in Indian stores which include ‘Mislaid by Nell Zink, a recent sensation in American literature; ‘Kitchen by Banana Yoshimoto; ‘The Book of Imaginary Beings by Jorge Luis Borges; the complete works of Primo Levi; numerous volumes of The Paris Review Interviews; and biographies of the Beats like Allen Ginsberg, Jack Kerouac and Neal Cassady. The fiction aisle, stretching gracefully along the stores length, invites exploration with offerings ranging from the humour of Helen Fielding to the intellectual depth of Paul Auster. However, it is the food section that truly captivates the senses. Amidst classics from culinary luminaries like Pooja Dhingra, Jamie Oliver and Anthony Bourdain, one discovers treasures like ‘Jerusalem: A Cookbook, delving into the culinary tapestry of a land harmonising Muslim, Jewish, Arab, Christian and Armenian flavours. For music aficionados, the Kurt Cobain Journals reveal the intimate musings and creative outpourings of the iconic musician. What sets Wayword & Wise apart is its commitment to offering the unexpected. Rare gems from Pushkin Press, a publishing house seldom found in Mumbai, grace their shelves. Titles like Stefan Zweigs ‘Journey Into The Past and ‘The Monocle Guide To Better Living beckon readers into uncharted territories of literature.Not your average bookstoreThe rectangular area of the store has been designed to achieve a balance of coziness and space. The ambiance exudes peace, yet beneath the surface, it pulses with a devoted literary beat. This balance extends to the art of thoughtfully curated books, the sensation of a novel transitioning from shelf to hand, the gentle sound of pages turning, and the impromptu discussions that arise while two readers collide while hunting for their next read. Chandok opines that books have the ability to sell themselves. This is why the duo has curated titles with the intention of attracting readers, without relying on bestseller lists as a crutch. The primary motivation behind establishing this bookstore wasnt financial gain. We are passionate about books, and our aim was to share this passion, Sud tells Midday. Sud had long harboured the desire to launch an independent bookstore in the city and joined forces with Chandok, who previously managed the now-closed Lotus Book House in Bandra. Initially, their plan was to open a Mumbai branch of Delhis renowned The Book Shop, operated by KD Singh. However, with Singhs passing, that plan was abandoned. Despite this setback, Chandok mentions, We decided to proceed and open a standalone store because all our plans were already in place. The response has been overwhelming. We pride ourselves on the selection which has the serious readers in Mumbai swooning. A well-informed curator, Chandok finishes around 12 titles in a month. The store has attracted notable personalities like Supreme Court Justice DY Chandrachud, filmmakers Mahesh Bhatt and Govind Nihalani, author Jerry Pinto and corporate leader PJ Naik, informs Sud. At the core of Wayword & Wise is the mission to share the delights of a good book, prompting customers to seek recommendations from Chandok. He notes, Most visitors leave with several books and surprisingly, no one ever requests a discount, not even college students. Chandok shares that the philosophy and poetry sections were nearly exhausted by patrons from the Asiatic Society of Mumbai, and one customer didnt hesitate to invest in Bob Dylans The Lyrics: Since 1962, despite its hefty price tag of Rs 7,000. Additionally, if customers cant find a specific title, Chandok is more than willing to procure it for them. Presently, only the book section is operational, although a cafe space has been established at the rear. The genesis of Wayword & WiseWayword & Wise comes from the vision of Sud – a former banker and businessman. Over the past decade, Sud, a lifelong reader, book enthusiast and globetrotter, made it a tradition to explore local independent bookshops whenever he visited a new city. One standout experience was at Parnassus, a literary haven in Nashville, Tennessee, named after the Greek mythological mountain symbolising literature and learning. Founded in 2011 by Ann Patchett, the renowned author of Bel Canto, Parnassus is described by Patchett as a personal homage to Nashville, a gift to the city I love. The bookstore upholds the art of introspection that stems from finding solace within the pages of books. Inspired by this, Sud began to work on his own bookstore. He possessed a property known as Strategic House on Mint Road in Fort. In a landscape where independent bookshops grapple with exorbitant rents, Sud recognised his good fortune in owning real estate in Mumbais prime locality. I could have utilised my property for a more financially rewarding business than an indie bookstore, he remarked. But I didnt mind. Books are my passion, and this is what I aspired to do. In a time dominated by online retail giants, Wayword & Wise invites bibliophiles to immerse themselves in a day of exploration, encouraging them to discover their next literary passion.

Category	Quantity	Cost
For Book Publishers	Single	6,500
	Pack of 5	22,000
	Pack of 10	35,000
	Pack of 20	55,000

Category	Quantity	Cost
For Documentary / Filmmaker	Single	20,000
	Pack of 5	50,000
	Pack of 10	80,000
	Pack of 20	1,20,000

Video Clip - For Television Show Makers/Production Houses
Quality	SD		HD		4K
Duration	30s	30-90s	30s	30-90s	30s	30-90s
Cost	20,000	30,000	40,000	60,000	80,000	1,20,000

Video Clip - For Television Show Makers/Production Houses
Quality	Cost	Duration
SD	30s	20,000
SD	30-90s	30,000
HD	30s	40,000
HD	30-90s	60,000
4K	30s	80,000
4K	30-90s	1,20,000

Shelf Life with Mid-day: Discover Fort’s literary gem housing rare titles for seasoned readers

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