Shelf Life with Mid-Day: Bandra’s quaint bookstall weaves tales of cinema, history and reading evolution

Serving as a prime news aggregator of Bandra, Ajit Shelar's book stall disseminates news via daily newspapers and film-focused magazines. Evolving over a span of seven decades, his store has transformed into the very medium through which the latest filmy and worldly stories reach the local residents. While the newly minted prints arrive via autorickshaws from the printing press, his newspaper distribution syndicate arrives at this store at 4 am.

Starting from that point, he categorises the bundles based on the respective publications and then allocates them to his agents, each entrusted with specific localities. Ajit's distribution network ensures timely delivery of newspapers as well as various regional language papers including Hindi, Gujarati, and Marathi. These papers find their way to the nooks and crannies of Mount Mary, Hill Road, Carter Road, Waroda Road, and more.

After flunking various subjects in grade X in 1983, Ajit was bequeathed the store as a befitting role post his defeat at school. From that point onward, his reading was limited to the titles of publications bundled as newspapers, and his writing was confined to recording the requested copy numbers for specific regions. When quizzed upon stocking up novels, he remarks "For fiction and non-fiction, perhaps a visit to Title Waves is more suitable?" acknowledging that his concise yet lively shop has no room for the indulgence of novels.

Celebrities' one-stop shop for filmy updates
In the 1980s, it was primarily dedicated readers who would make their way to his shop situated adjacent to the renowned Parsi café - Goodluck. His book kiosk held particular appeal among cinema luminaries who frequented Mehboob Studios. Notable personalities such as Salman Khan, Jackie Shroff, Rekha, Subhash Ghai, John Abraham, Mumtaz, and others were familiar faces at his store. "Their vehicles would halt at my stall, and with a quick glance, I'd discern which magazine to retrieve for them," Shelar recalls with a hint of nostalgia.

He looks back with affection at how Rekha would make a stop on her way home to Bandstand. She would purchase a variety of film magazines, including Filmfare, Stardust, and Sarita. Positioned at a central location, Shelar had an advantage over competing magazine vendors, becoming the preferred choice for celebrities seeking their daily fix of cinema updates.

"Nowadays, I see more of what I call the 'tapori' gang coming to my store," Shelar says with slight amusement. "I label them as such because they flip through magazines and newspapers, only to step back after checking the prices."

Changing landscape of Bandra
The famous Mehboob Studios and Goodluck café continue to radiate their grandeur amidst the evolving landscape of Bandra West. Meanwhile, Shelar has observed the emergence of new banks and currency hubs in this bustling corner of Bandra. He witnessed the consequential transformation of Bandstand, where the Sea Rock Hotel gave way to the Taj Land's End Hotel.

Once upon a time, Bandra was a charming enclave adorned with cottages, bungalows, and chawls. However, with real estate developers exerting their influence, the landscape has undergone a radical change, giving rise to many high-rises. This transformation has prompted many longtime residents of Bandra to sell their houses and seek homes in other parts of the city.

Consequently, the bylanes have become a welcoming space for individuals from various faiths and communities. "While Christians, Marathis and Parsis were once the predominant community, today, we witness an equally substantial presence of Muslims, Hindus, and Punjabis," recounts Shelar. With the evolving times, many of Shelar's old customers lost touch with him as they switched addresses. However, the loss of old customers has been replaced with new patrons.

His tenure as a bookseller positioned him as a firsthand witness to the emergence of the Lilavati Hospital and the iconic Bandra Worli Sea Link. As he reflects, Shelar's gaze takes on a distant, 1000-yard stare, conveying his yearning for the Bandra of yesteryears. He nostalgically recalls a Bandra that exuded a unique character and essence, which is now a rarity to come across.

The aftermath of the Covid-19 pandemic
Informing us about Mid-day's unique position, Shelar reveals that it held a distinct advantage over other more commonly read newspapers. On any given day, the number of Mid-day subscribers surpassed its competitors by a margin of 50-100. However, the scenario changed dramatically in the aftermath of the Covid-19 lockdown, which had a profound impact on readership. Shelar, offering his perspective, attributes this decline to the medical community.

"We experienced a confinement of around 3-4 months within our homes," Shelar recollects, describing that period as a chaotic disruption. He vividly recalls how the act of reading newspapers was abandoned by the societies in Bandra. Subscriptions were halted, spanning from a few days to extending indefinitely. As societies collectively barred external items from entering homes in response to doctors' advice, the habit of perusing daily newspapers waned.

"The medical guidance to avoid contact with external items like groceries and household products dealt a significant blow to my beloved newspapers. Fear of the coronavirus led people to abandon purchasing newspapers, instead turning to the virus updates displayed on their phone screens. This shift marked a fundamental transformation in people's reading behaviours."

The traditional act of reading a newspaper involves stretching one's arms about 30 cm away from the chest, adjusting the vision, and then consuming the profound words. "But now, with the rise of smartphones, the reading material is practically right up to our noses! Can't this be a potential cause of health issues?" questions Shelar. While Covid-19 posed a considerable challenge to Shelar's business, he maintains that the pandemic's aftermath continues to afflict his readers through virtual mediums.

Tracing the roots of Ajit B. Shelar Newspapers and Book Stall
For the past four decades, Ajit has held the enduring role of the custodian of this iconic bookshop. Initiated by his father a quarter-century ago, this establishment was initially a part-time endeavour designed to supplement the Shelar family's income. Ajit's father devoted his days to working with the Mumbai Port Trust while attending to the shop's needs in the evenings. Although his father passed away in 2005, this captivating corner at Mehboob Khan Chowk persevered through the tests of time.

In its lifetime of over 65 years, the bookstall has stood witness to the evolving panorama of Bandra. With a desire to persist with his bookstall, Shelar envisions a fresh approach. Recognising the competition brought about by the fervour of redevelopment, he intends to revamp this red corner by introducing additional shelves and raising the ceiling height.

Ajit stands as a proud Mumbaikar, embodying the fifth generation of the Shelar lineage. As a descendant of the Konkani heritage, his family's origins can be traced to Ratnagiri, the historic port town of Maharashtra. Reflecting on days long past, he recounts the tale of his great-grandfather's journey to Mumbai, culminating at Bandra as their home. Just a stone's throw away from his store, Shelar points to a weathered chawl at Mount Mary Steps, situated right before the Kadeshwari temple. Due to the redevelopment of their chawl, his family has relocated to Danda, a coastal enclave on the fringes of Bandra.

Shelar: The messiah of newspapers
Newspapers, magazines, and hardbound novels find themselves in a precarious position as the increasing reliance on phones and tablets poses a significant threat. The convenience of absorbing information online has overtaken the more traditional avenues of acquiring knowledge. Despite the despondent situation wreaked on Shelar's humble bookstall by the pandemic, he did not give up easily.

"A considerable number of my fellow colleagues have entirely dropped their responsibilities in newspaper distribution. They seem content with contributing to the decline of hardbound reading. They advise me to follow suit, urging me to take a break from this rigorous routine," shares Shelar while attending to a customer. However, he has a definite stand when it comes to distributing newspapers and magazines.

Shelar is a man of wit. Recognising the essential components of a robust democracy, he aptly designates newspapers as the fourth pillar. "As a proud citizen of India, I encourage my fellow countrymen to cultivate the habit of daily newspaper reading,", says Shelar with a firm tone. He believes that intelligence isn't solely defined by degrees but by a deep awareness of both national and international events.

Shelar opines that people have a narrow calculative vision when it comes to investing in newspapers. Echoing the sentiments of his readers, he reveals that many perceive the cost of Rs 7 as too high for a newspaper. They fail to realise that a monthly subscription translates into a lifelong investment in knowledge. Shifting the focus to expenses, he points out that each newspaper can eventually be sold to scrap buyers, enabling a significant portion of their expenditure to be recouped.

When asked about the decline in readership, he responds by indicating that readership has, in fact, rebounded. Going through his notepad, he reflects that a few of his old readers have requested to renew their subscriptions. "Interestingly, a newspaper holds the status of credible evidence fit for presentation in a court of law," he explains. "The permanence of ink on paper stands as conclusive and can be contested in any courtroom proceeding. Such undeniable solidity is a rarity in the transient realm of smartphones."