Crossword, one of India’s most beloved bookstore chains, has been a fixture in the literary landscape for decades. However, in recent years, the company has experienced a significant resurgence, driven by a renewed appreciation for printed books amidst the rise of digital media.
A New Era of Growth and Innovation
Aakash Gupta, Crossword’s CEO, reflects on the company’s current trajectory, stating, “Crossword is experiencing an exciting phase of growth and innovation. We are expanding into tier-2 and tier-3 cities, where the demand for high-quality bookstores is increasing. We have also reinforced our role as a cultural hub, collaborating with literature festivals, launching author events, and revitalising the Crossword Book Awards — a celebration of Indian writing.”
To further enhance the omnichannel experience, Crossword is integrating with ecommerce and quick commerce platforms, making books and gifting products more accessible to customers. Additionally, the company is working on AI-driven personalised recommendations, which are shaping the way customers discover books, both online and in-store.
Embracing the Resurgence of Printed Books
A key aspect of Crossword’s strategy is to tap into the resurgence of printed books in a digital-first world. According to Gupta, “The first being digital fatigue. The overuse of digital devices has led to a craving for offline activities. Followed by a strong need for a tactile and emotional Connection sought by book lovers across the country. Beside this, books make great gifts.”
To address this trend, Crossword is offering curated reading experiences, making books more collectible, and expanding its reach where bookstores are scarce. This approach allows the company to cater to the growing demand for high-quality bookstores in smaller cities.
Balancing Digital Transformation and Physical Experience
Crossword has successfully navigated the challenge of balancing digital transformation with the unique experience of browsing and buying physical books. By ensuring customers have the best experience in their physical stores, the company offers recommendations, the thrill of discovering new reads, special curations, in-store events, and activities, creating a wholesome literary experience that digital platforms cannot replicate.
Experiential Retail and Personalised Recommendations
To enhance the in-store experience, Crossword has introduced various campaigns and events throughout the year, such as blind book date campaigns, storytelling sessions for children, and themed events. These initiatives create a sense of community among book lovers, fostering a deeper connection with the brand.
Exclusive Editions and Collectibles
Crossword has also introduced exclusive editions and collectibles, which are not available online. This approach not only caters to the growing demand for unique reading experiences but also provides customers with a tangible connection to the book.
Maintaining Relevance in a Competitive Market
In a competitive market dominated by online platforms, Crossword has adopted several strategies to maintain its relevance. The company focuses on offering an immersive, community-driven book experience, which is difficult to replicate online. Crossword’s key strategies include experiential retail, personalised recommendations, and exclusive editions and collectibles.
Upcoming Projects and Initiatives
Crossword has several upcoming projects and initiatives aimed at strengthening its position in the printed book market. The company is expanding into tier-2 and tier-3 cities, opening new stores in Patna, Lucknow, and Dehradun, and focusing on the omnichannel experience through ecommerce and quick-commerce integrations.
Contribution to Intellectual and Cultural Enrichment
Bookstores like Crossword play a crucial role in intellectual and cultural enrichment, providing a platform for ideas to be exchanged, curiosity to be sparked, and knowledge to be shared. Crossword hosts discussions, literary fests, and author meet-ups, cultivating reading habits in children through interactive sessions and curating books that go beyond trends, offering depth and diversity.
Looking Back and Forward
Crossword has undergone significant evolution since its inception in 1992. From a single store in Mumbai to India’s most beloved bookstore chain, the company has adapted to every shift in the reading culture. As Aakash Gupta puts it, “Crossword has grown from a single store in Mumbai to India’s most loved bookstore chain, adapting to every shift in the reading culture. From being an early pioneer in organised book retail, to now transforming into a multi-format, omnichannel cultural hub, our journey reflects our commitment to books, readers, and the joy of storytelling.”
As Crossword looks to the future, the company aims to continue expanding its reach across India, integrating technology without losing the essence of discovery and creating unforgettable book experiences. With its focus on curated reading experiences, exclusive editions, and community-driven initiatives, Crossword is poised to remain a vital part of India’s literary landscape for generations to come.
