Shelf-Life with Mid-Day: Penchant for reading led this South Mumbai bookseller to sell books

His innate love for reading led him to establish a bookshop in the heart of South Mumbai. Damji Nissar, a 60-year-old bibliophile, has been into book trading for the past 24 years. His shop located near CST railway station is home to all voracious readers.

Nissar is not the only one in his shop who loves to read. Sushma Vasant Tate, a cheerful woman in her mid-30s, working as a salesperson at the shop for the past 12 years is also obsessed with reading.

IN PHOTOS: Get your next read for just Rs 100 at South Mumbai’s Ashish Book Centre

10 months agoPHOTO GALLERY

As a part of our fortnightly series ‘Shelf-Life', which explores the reading culture in Mumbai, Mid-day Online chose to discover Ashish Book Centre.

Nissar established the Ashish Book Centre in 1999. Before this, he worked at another bookstore as a salesperson from 1980.

Originally from Mumbai, Nissar, who has studied till grade nine, says, "I love reading. I have enjoyed reading books since my childhood. My school used to provide numerous books that I used to take home to read. I grew up reading books like Champak and Chandamama."

While English is not his strongest suit, Nissar picks up translated copies of several books. He mostly enjoys reading mythological and motivational books. Currently, Nissar is reading ‘Psychology of Money' by Morgan Housel.

It was because of his school library that Nissar developed a penchant for reading. Recognising the role a school library plays in encouraging students to read books, Nissar, besides selling books to customers, also helps many schools in Mumbai to set up a library by supplying books.

Sushma, who can be rightly called Nissar's right hand at Ashish Book Centre, loves reading fiction novels. The best part about working at the store is getting to read numerous books from time to time. While she also enjoys reading motivational books, she says such books are to be read in complete silence without any disturbance - something that is impossible at the store, since it is always bustling with fellow bibliophiles.

Sushma has completed her education in engineering. On being asked why she chooses to work at a bookstore, she expresses, "Books truly made me happy. I had joined the store some 12 years back temporarily. However, identifying my love towards reading, sir (Nissar) insisted I work for the store." "He even offered me a lucrative salary package," jokes Sushma.

Sushma loves to lose herself in reading. "My family members quarrel with me for reading so much. I get so lost reading, that I forget to finish domestic chores on some days." Attending one of the customers at the store, this bookworm asks the writer, "Ma'am have you read ‘Not Without My Daughter' by Betty Mahmoody? Please do. I feel every woman should. I also love ‘The Kite Runner' by Khaled Hosseini. I can read it over and over again and yet not have enough of it," she goes on.

‘More people read books in Mumbai as compared to other cities'
Ashish Book Centre houses more than 50,000 books in the store alone. Their warehouse is situated in the same building as the store and has a huge stock of books. Here, you can get fresh as well as second-hand copies. Around 10,000 books are sold at just Rs 100 with exciting discounts being offered on other books ranging from 20 per cent to 80 per cent discount depending on the book.

At Ashish Book Centre, a customer hardly leaves without a book in hand. Photo Courtesy: Aakanksha Ahire

Besides this, Ashish Book Centre also organises book fairs six times a year in cities like Mumbai, Thane, Ahmedabad and Baroda. This helps Nissar to reach out to more readers and drive sales. When asked about which city sees the highest number of sales, Nissar says Mumbai. "It's not that people outside Mumbai don't like reading. We get a good amount of sales from other cities as well, lekin Bombay Bombay hai (Mumbai is Mumbai), people of Mumbai read books more."

One of their book fairs is going on right now at Thane and will be open for bibliophiles till January 7, 2024. They are also offering up to 85 per cent discount. One can check it out between 9:45 am to 9:00 pm on any day they find convenient.

The price at which books are sold at this bookshop is especially convenient for all college students. Given the fact that most colleges like HR, Jaihind, KC, Sydenham, Xavier's as well as the Government Law College are situated in South Mumbai, helps Ashish Book Centre attract more young customers. Besides, South Mumbai itself is a prime location in the city that works in the best interest of any store located here.

Surviving competition from online sale of books
Although Nissar enjoys the location of his brick-and-mortar store, he faces tough competition from the digital world. "We cannot overlook or deny the competition of the online world. There is more competition on the online platform than from the bookstore that is located right next to my store." He confesses that sales are being affected due to e-commerce platforms that sell books at a considerably lower rate.

To counter this, Nissar has jumped on the bandwagon selling books online as well. Now, he says, "My sales are divided in half. I get 50 per cent of my sales from the shop and 50 per cent from the e-commerce site on which I have put the book on sale."

On the contrary, he believes that e-books are a complete failure. "Agreed that e-books are lightweight, offer a one-stop shop for books from within the confines of your home and easy to carry anywhere, but there are hardly any people buying it. Yeh e-books sab fail gaya," says this book trader.

On an additional note, Nissar adds, "I don't think the coming on e-books or sale of books online has damaged the shop's sale. I think it is the people and the change in their life. Today everyone is so busy working, that they hardly find the time for themselves. It is necessary to cut out some ‘me' time for yourself. Besides, people who truly love to read will find the time to, no matter what."

Covid-19 pandemic helped people develop a reading habit
Both Nissar and Sushma opine that towards the end of the Covid-19 pandemic, the demand for books rose. "People got bored of watching movies and web series. This is when they sought comfort in reading books, even the young," says Sushma.

Nissar is one of the few who feels his business was not impacted much due to the pandemic. He says that even though there was a considerable drop in the sales during the pandemic, the business bounced back to normalcy in no time.

The young are buying and reading more share-market and investment-related books
Ashish Book Centre sees customers of all ages come to the store, from old to young. According to Shushma, older people prefer reading biographies, and political and economic books more. Working adults like doctors and lawyers who visit the store usually go for motivational books.

Concerning the taste of the young, Sushma makes an interesting observation: "The young generation seems to be more interested in reading about investments and finance. A majority of young people that visit the store demand for books related to share markets."

Two individuals come looking for a book on share markets. Photo Courtesy: Aakanksha Ahire

While Sushma was sharing this interesting piece of information, two young individuals walked in looking for a book on the share market who also won themselves a recommendation from Sushma to buy Psychology of Money. As they departed, Sushma jokes, "Aaj kal sabko jaldi ameer banna hai (these days people want to become rich quickly.)"

This is not to say that other classics have lost their charm. That is impossible. Evergreen authors like Jeffery Archer, Dan Brown, Sidney Sheldon, and Agatha Christie will always continue to rule the hearts of readers.

The bookshop's loyal customers prefer to visit the store
On a parting note, Nissar urges all to buy books from the stores. "Yes, it's far more convenient to place the book of your choice in the cart and make a purchase in just a few clicks, but visiting the store, scanning through a huge collection of books, and interacting with fellow buyers and sellers is fun. It is a part of the whole reading experience. Ussi mai asli maza hai (there is the real fun)"

Shushma (right) helping her customer pick the right book. Photo Courtesy: Aakanksha Ahire

Old customers who have been buying books from the store visit the shop whenever they want to buy a new book. While on her way out the writer sees an elderly woman - overweight, escorted by her caretaker, approach the shop. Soon, Sushma comes out of the store laying down a footstool for the patron to sit on and let her indulge in hunting her next read.