Why Indian Fiction Struggles to Thrive — And How We Can Change That

Why Indian Fiction Isn’t Flying Off Bookshelves Like It Should

Under-read and underestimated, fiction is still fighting for room on Indian bookshelves.

I still remember the first time I read fiction. I was 11, and it was one of those endless summer afternoons when my dad handed me Come to the Circus! by Enid Blyton. That book didn’t just keep me entertained—it unlocked a world of magic and imagination. That joy, however, seems increasingly rare today, especially in India, where fiction books are struggling to find readers.

The Cultural Tilt Toward Non-Fiction

In a market where books have to prove their value upfront, fiction often gets side-lined. “Fiction is a much smaller subset of what India reads,” says Chirag Thakkar, senior associate publisher at Bloomsbury India. Instead, nonfiction—especially self-help, pop history, and celebrity memoirs—dominates sales.

This preference reflects a deeper mindset: when readers spend Rs 500 or more on a book, they want a clear return on investment. Reading for pleasure or imagination doesn’t always cut it in a culture that prizes practical knowledge.

Fiction as Emotional Intelligence

Yet fiction isn’t just escapism. It sharpens empathy, ignites curiosity, and questions conventional thinking. Shreya Punj from HarperCollins India recounts how reading The Famous Five, Sherlock Holmes, and Premchand shaped her world view—teaching her to observe, feel, and think critically. An unreliable narrator, she says, can offer more life lessons than any motivational speaker.

The West vs India: An Unfair Comparison

While fiction thrives in Western countries, especially the US and UK, it’s important to remember they have a long history of literary culture, stronger publishing ecosystems, and wider access to books. “Theirs is a more mature market,” Thakkar explains.

Can Social Media Save Indian Fiction?

In the West, communities like #BookTok on TikTok have transformed obscure novels into international sensations. In India, Bookstagram is slowly rising to fill that space. Influencer shout-outs and celebrity endorsements are making a real impact. One Instagram post about Red Flags and Rishtas propelled it into the Amazon Top 100 and triggered a reprint.

Going Beyond the English-Speaking Elite

The Indian fiction market is also held back by limited language inclusivity. Most of the celebrated authors—from Jhumpa Lahiri to Arundhati Roy—are published in English. Yet the vast majority of Indian readers don’t read in English. That’s a gap waiting to be filled.

Supporting regional-language fiction, improving rural distribution, and expanding accessibility are vital steps. “We need a much better distribution mechanism and ecosystem to reach remote regions,” says Thakkar.

From Page to Screen: A Missed Opportunity

The success of series like Sacred Games, Paatal Lok, and A Suitable Boy proves there’s a hunger for Indian stories. These shows started as novels, and their popularity reveals that fiction can thrive when it crosses mediums. But this momentum rarely translates into increased book sales.

What Needs to Change?

We need more than viral campaigns or celebrity blurbs. We need cultural shifts—towards valuing stories as much as skills. Towards teaching children to read for joy, not just exams. Towards building a literary community that’s as inclusive as it is imaginative.

India’s fiction market doesn’t need to be a replica of the West. It needs to be nurtured on its own terms. The potential is there. All it needs is a chance to grow.

Translation in English:

The Indian fiction market is still finding its feet. But through social media influence, greater regional inclusion, and a renewed cultural focus on imagination, the tide could turn. For fiction to flourish, we must first believe that it matters.