 "Interview | Long-term thinking and self-confidence have made Rupa publication stand out: Rajen Mehra")
Rajen Mehra has been in the book business for over five decades. He started his publishing journey as an intern at Rupa, the company founded by his granduncle. In 1970, he opened the company’s office in Delhi and thereafter expanded it to many other cities. Currently, he serves as the chairman of Rupa Publications and Aleph Book Company.
Ashutosh Kumar Thakur spoke to Rajen Mehra about his newly published book ‘Never Out Of Print: The Rupa Story: The Journey Of An Independent Indian Publisher’ for the Firstpost.
Ashutosh (A): What inspired you to pen down the memoir ‘Never Out of Print: The Rupa Story’, and how did the idea for the book originate during your time in the hospital in 2010?
Rajen (R): I never intended to write a memoir. To pass time while I lay in the hospital bed, I scribbled some notes of my life from memory. And then there was a huge gestation period until Covid came and the world paused. It was then that I decided to go back to my notes, and thus came ‘Never Out of Print’.
A: Rupa Publications has witnessed a remarkable journey under your guidance. Can you share some key moments or decisions that you believe were instrumental in shaping the publisher into the powerhouse it is today?
Impact Shorts
More ShortsR: We were importing foreign titles and distributing them in India. But the 1970s saw too many restrictions on imports, and it was then that we decided to buy rights and reprint them ourselves. So first was acquiring rights and reprinting it for the Indian market. The second is starting vernacular publishing, especially in Bengali. And third is entering into original publishing, starting with Mushtaq Ali’s autobiography, Sunil Gavaskar’s autobiography, and many more, and the rest, as they say, is history. We also understood the importance of producing paperbacks on a mass scale, which upped our game.
A: The book mentions your encounter with Salman Rushdie’s ‘Satanic Verses’. Can you elaborate on the challenges and decision-making process during that incident, and how it influenced Rupa’s approach to controversial works?
R: I have mentioned this in detail in the book as to how we imported the title and how we sold the stocks by keeping the books in my car. But since the government had restricted the book, we never imported further stocks.
A: Your memoir vividly portrays the evolution of Rupa from being a distributor to a publisher. What were the most significant challenges and rewards during this transformative journey?
R: We were distributors for ‘Penguin’ for more than fifty years but when they separated from us, we understood that ‘Penguin’ would soon be coming independently to the Indian shores. The same thing happened with ‘Collins’. So, we knew the challenges as well as the opportunity it gave us considering the Indian reading market. We became more robust with our own publishing plan.
A: Rupa has been associated with prominent figures such as Satyajit Ray, Sunil Gavaskar, and Chetan Bhagat. Can you share a memorable experience or anecdote from your interactions with these celebrated personalities?
R: We published Indira Gandhi’s biography by Ila Sen. Manek Da designed the cover as well as the whole book. I remember sitting with him in his study and seeing how he created that simple yet stunning cover. As a fee, he took a few Alistair Maclean titles! He did the same when he designed Rupa’s earlier logo. With Sunil Gavaskar, there are so many memories, like spending a wonderful and relaxed evening with him having chai and pakora, and the very next day, he scored his 29th Test century, equaling Bradman’s record. With Chetan Bhagat, it was a race between Kapish and myself as to who would first finish reading his manuscript.
A: The book mentions the unexpected success of Jaswant Singh’s “Jinnah: India-Partition-Independence.” How did Rupa handle the reception of this book, especially considering its unique perspective on Mohammed Ali Jinnah?
R: The success was expected. It was the political fallout which was unexpected.
A: Your memoir touches upon the changing landscape of the publishing industry. In your view, what are the key factors that have contributed to Rupa’s ability to adapt and thrive in this dynamic environment?
R: Thinking long-term and believing in ourselves have made us stand out. Our guiding principle has been the reach, range, and reading pleasure of the readers.
We are humbled by the way our publishing initiatives have been received by readers over the years. Be it Rupa’s ‘World of Cricket’, introducing quiz books in the market, women’s health, fashion, encouraging new Indian writers, or writing or making books accessible to a wider readership, all our efforts have expanded our list and been honestly rewarded by our readers. More than fifteen years ago, we published a book—‘Sexx is Not a Four Letter Word’—written by a leading sexologist, and it created quite a sensation. While the title may sound provocative, it was a vastly engaging and educational book on a taboo subject.
A: ‘Never Out of Print’ not only serves as a memoir but also provides a social history of India through the lens of publishing. How do you see the role of Rupa Publications in shaping and reflecting the literary and cultural landscape of the country over the decades?
R: The publisher has turned into an author himself!
On a serious note, publishing has seen remarkable changes in the last 50 years. While the basics of publishing remain the same—there is an idea, it is written, a book is produced, and it is sold—the dynamics have changed. You have to engage more with the readers and understand what they want. The attention of your readers is a resource, and you are now competing with OTT platforms to get their attention. So, you have to be quick, nimble, and abreast of the times we are living in.
A: Throughout your five-decade-long career in the book business, you’ve encountered and worked with various authors. Can you share a few memorable experiences or collaborations that have left a lasting impact on you personally and professionally?
R: For that you have to read the book! Well, every author is unique and so is her/his journey and experience.
A: As the Chairman of Rupa Publications and Aleph Book Company, what do you see as the future challenges and opportunities for Indian publishing? How do you envision the role of independent publishers in the evolving literary landscape of the country?
R: I remember asking the great RK Narayan the question, What tip do you have for us, sir? and he said, ‘Keep publishing good books.’ Simple. As publishers, we have to tap authors, look for new talents, and keep ourselves engaged with the readers. Know what your readers want, rather than giving them what you want to publish. With the influx of e-commerce, there is a huge potential and catchment area for publishers. Yes, the dwindling number of book sellers is unfortunate.
Ashutosh Kumar Thakur is a Bengaluru-based management professional, literary critic, and Curator. He can be reached at ashutoshbthakur@gmail.com. The views expressed in the above piece are personal and solely those of the author. They do not necessarily reflect Firstpost’s views.
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