A bookish time with Crossword’s Nidhi Gupta
Nidhi Gupta, director of Crossword Bookstore — one of the most commercially successful bookshop chains across India spoke to PrintWeek
05 May 2025 | 616 Views | By PrintWeek Team
PrintWeek (PW): What inspired you to venture into the bookstore business?
Nidhi Gupta (NG): Books have always been an integral part of my life, shaping my thoughts and fueling my imagination. Working at Crossword was a natural extension of this passion—a way to create spaces that celebrate books, stories, and the joy of reading.
PW: What challenges did you face while establishing yourself in this industry, and how did you overcome them?
NG: One of the biggest challenges has been navigating an industry that is deeply traditional yet rapidly evolving. The essence of a bookstore is rooted in nostalgia, community, and the tactile joy of discovering books, yet we operate in a world where digital convenience and shifting consumer habits demand constant innovation.
PW: How has the book retail industry in India evolved over the years?
NG: Bookstores have evolved from being just retail outlets to becoming cultural and literary hubs. Readers now seek an experience beyond just browsing books—they want engagement, conversation and community. Bookstores that provide personalisation, curated collections, and community-driven experiences continue to thrive.
Crossword actively organises book talks, panel discussions, open mic events, and hobby workshops that connect authors and readers
PW: Could you name some bookstores/ publishing houses that you admire?
NG: Every time I travel to a new city, I make it a point to explore its bookstores—there are so many incredible ones around the world. Some that have created truly unique reader experiences include Shakespeare and Company in Paris, The Strand in New York, and Daunt Books in London.
Crossword projects INR 400-crore in revenue for FY25
As the world of books continues to evolve, Crossword is embarking on an exciting new chapter — one that strengthens its presence across India while opening doors to fresh possibilities beyond. The demand for curated bookstore experiences remains stronger than ever, and Crossword is responding with strategic expansion in key cities. As part of this aggressive growth strategy, Crossword will increase its footprint to over 150 stores by the end of 2025.
With a commitment to fostering this enthusiasm, Crossword has launched new stores in Jamshedpur this month, with Delhi, Chennai, Siliguri and Hyderabad next in line.
With 120 stores across 40 cities, Crossword Bookstores has seen significant financial growth, reporting a current revenue of INR 275-crore, marking a substantial increase over the past year. Looking ahead, Crossword projects INR 400-crore in revenue for the next financial year, driven by a more than 30% growth rate, as it expands its presence across metros and tier two cities.
“Crossword is steadily expanding across India, with a strong emphasis on strategic growth, innovation, and creating community-driven experiences that place books at the heart of India’s cultural fabric. Our vision is to open 300 stores over the next five years, making Crossword an accessible destination for everyone, anywhere in the country,” said Aakash Gupta, CEO of Crossword Bookstores.
PW: What are the biggest challenges physical bookstores face today, especially with the rise of eCommerce?
NG: Time and convenience. Physical bookstores compete not just with eCommerce platforms but also with OTT services and smartphones for people’s time. However, bookstores provide something digital platforms cannot replicate—serendipitous discovery, human connection, and a sense of belonging. Our focus has been on creating engaging spaces where readers can connect and immerse themselves in the world of books.
PW: How do you decide which books to stock in your stores?
NG: It’s a combination of data-driven insights, region and reader preferences. We analyse market trends, sales data, and customer feedback while ensuring a curated selection that caters to both mainstream and niche readers. Recommendations from booksellers and publishers also play a big role.
PW: What genres or books have been trending among Indian readers recently?
NG: There has been a growing interest in self-help books, business biographies, books about bookstores and contemporary fiction. Translated literature is also gaining prominence, bringing regional voices to a larger audience. Non-fiction, particularly in the realm of personal development and mental well-being.
PW: What strategies have helped your bookstore chain stay relevant?
NG: Innovation and community engagement. We’re a customer-first, community-based bookstore that thrives on engagement and innovation. Our approach includes ever changing, curated book collections, experiences such as open mic, author interactions, offline societies such as poet society, board games clubs and book clubs. We are also an omni-channel company, combining the strengths of the physical and digital shopping experience.
Creating spaces for women
PW: What advice would you give to young women who aspire to enter the book business?
NG: The book industry thrives on a shared deeply rooted love for reading, and that passion is the foundation for any role in this field. Most importantly, believe in the power of stories and their ability to shape minds and communities.
PW: Have you seen a shift in the representation of women authors in Indian publishing?
NG: The role of women in India’s book industry has evolved significantly, with their contributions shaping the literary landscape across editorial, publishing, and bookselling. Women are also at the forefront of organising and curating literary festivals, as well as working as literary agents, discovering and amplifying new voices.
PW: Could you tell us how Crossword is creating a safe space for women authors or readers?
NG: Creating a safe and empowering space for women authors and readers in a bookstore involves fostering inclusivity, representation, and community engagement. Crossword has always been democratic, safe haven where all voices are welcomed, recognised and celebrated.
PW: Could you tell us about the evolving reading habits of women and young readers in India?
NG: Women readers are exploring a wider range of genres, including contemporary fiction, business, wellness and self-care, and translated works. Young readers love graphic novels, fantasy, socially conscious and identity driven stories. Social media and BookTok influence reading trends tremendously for young readers.
PW: Are there any plans for expansion into smaller cities or international markets?
NG: Expanding into tier-2 and tier-3 cities is a significant part of our strategy. We aim to bring the Crossword experience to untapped readership markets.
PW: Do you think women entrepreneurs face unique challenges in the Indian business landscape?
NG: While significant progress has been made, bringing about a paradigm shift in mindset, approach, and policy, some challenges persist – from balancing family and work priorities to being having their voices heard in boardrooms. Yet, time and again, women demonstrate resilience, multitasking prowess, and unwavering determination—rising through the ranks through sheer performance and perseverance.
PW: What books have had the most impact on your life or career?
NG: Too many. Books like Shoe Dog by Phil Knight, and Becoming by Michelle Obama have been particularly inspiring in my professional journey.
PW: Do you have any favourite Indian authors or books that you believe deserve more recognition?
NG: Indian writers have been widely recognised in international literary circles, winning various prestigious awards. Their work has found a global audience, with translations in multiple languages, making Indian literature an integral part of world literature. We have re-institute the Crossword Book Award to recognise and celebrate excellence in Indian literature.