News | New Delhi, 06/02/2016

Mobile Bookstores Launch in India

The mobile bookstore is back – this time in India, although it follows the same principle as the legendary Club Bertelsmann "book buses" in Germany and Europe many years ago: bringing books to the readers. A few days ago the "Penguin on Wheels" truck embarked on a journey across the length and breadth of the entire subcontinent to promote reading and make books more accessible to readers. Penguin Random House is the first publishing group to launch such a venture in India.

Readers will be offered a wide range of Indian and international titles on their doorstep, including popular Indian writers like Amitav Ghosh, Salman Rushdie, Jhumpa Lahiri, Devdutt Pattanaik, Sudha Murty, Ruskin Bond and Ravinder Singh, alongside international bestsellers like Dan Brown, John Green and Rick Riordan.

Book display space for browsing, reading and reference

To ensure the mobile bookstore stands out, it is painted in the typical eye-catching orange of the Penguin brand. The attractiveness of the mobile bookstores will be boosted by competitions, readings and book signings directly at the truck.

The specially designed truck has custom-made bookshelves that automatically open out when parked, converting the truck into a space for book displays, browsing reading and reference. Starting in the eastern state of Odisha, Penguin on Wheels will travel through various states and visit cities, small towns and villages throughout the year.