India’s Gen Z is larger than the entire population of the USA!
The 38th Hyderabad Book Fair concluded on 29 December, attracting a record 1.6 million visitors across its 11-day run – averaging 145,500 attendees daily.
This 33% surge from 2024’s 1.2 million footfall positions the event among the world’s most visited literary gatherings, far exceeding most western market book fairs, and putting Hyderabad in the top tier of Indian book fairs, but still along way from the top.
Organisers reported that young people comprised at least 50% of attendees, directly challenging assumptions about declining reading habits among digital-native generations.
The strong youth turnout suggests strategic opportunities for publishers targeting India’s 350 million Gen Z consumers.
Yeah, read that figure again. India’s Gen Z is larger than the entire population of the USA! So WTF are we dithering for? The India book market is gift to global publishing, and we’re all too busy looking the other way!
Regional Language Market Strength
Telugu literature dominated the fair, with regional publishers occupying nearly half of all stalls – a reflection of India’s linguistic publishing landscape where 45% of non-textbook sales occur in regional languages. Hyderabad’s fair demonstrates the commercial viability of language-specific events, with Telugu titles generating particularly robust sales.
The phenomenon aligns with broader market data showing India’s publishing industry valued at $9.3 billion in 2024, with regional languages like Telugu capturing significant market share beyond English-language trade publishing.
The fair’s professional days drew publishers from across South India, though rights activity remains informal. However, the sheer volume of direct-to-consumer sales presents a compelling case for publishers seeking alternative distribution channels.
Community Outreach Generates Inventory
A book donation initiative collected three truckloads from 124 donors, addressing access gaps in Telangana’s rural villages. This corporate social responsibility model provides publishers with inventory redistribution mechanisms while building brand loyalty among underserved communities.
Former Supreme Court Justice B. Sudershan Reddy, addressing the closing ceremony, urged organisers to distribute pocket-sized Telugu Constitution copies in 2026—a reminder that educational and civic titles remain core to Indian publishing’s mission.
For more coverage of the Hyderabad event, see here.
I commend Amit Chavan‘s comments there to your attention.
This post first appeared in the TNPS LinkedIn newsfeed.
