Everyday Reading: Middlebrow Magazines and Book Publishing in Post-Independence India

by Aakriti Mandhwani

During the two difficult decades immediately following the 1947 Indian Independence, a new, commercially successful print culture emerged that articulated alternatives to dominant national narratives. Through what Aakriti Mandhwani defines as middlebrow magazines—like Delhi Press’s Saritā —and the first paperbacks in Hindi—Hind Pocket Books—North Indian middle classes cultivated new reading practices that allowed them to reimagine what it meant to be a citizen. Rather than focusing on individual sacrifices and contributions to national growth, this new print culture promoted personal pleasure and other narratives that enabled readers to carve roles outside of official prescriptions of nationalism, austerity, and religion. Utilizing a wealth of previously unexamined print culture materials, as well as paying careful attention to the production of commercial publishing companies and the reception of ordinary reading practices—particularly those of women— Everyday Reading offers fresh perspectives into book history, South Asian literary studies, and South Asian gender studies.

Genres: Nonfiction, Indian Literature, History

205 pages, Paperback

Published July 8, 2024

Reviews

[Sayari Debnath · Rating 5 out of 5]

enjoyed

[Rishita · Rating 5 out of 5]

So so enjoyable, I probably forgot to update it. Must read for all those interested in and curious about the once magnificent magazine culture, or print histories, or just about the reading culture and readership of the new nation and how things developed wrt the contexts of the time- political, economical, cultural.
Also has interesting details on the publishing culture/industry of pre, and independent India, and the writers and writers' association that shaped much of what came out in the print.

I am actually very inspired by this work. Please read, highly recommended. Also a very short book, with easy language inspite of being an academic work. One of the best things I have read recently.

[Kartik Chauhan · Rating 3 out of 5]

As fascinating and unprecedented as the scope of the book is, unfortunately it read too much as an “academic” report more than a lively history of middlebrow publishing, reading and culture as a whole in India. Would have benefited immensely from stricter editing, and in general, changes in the frustrating ~persuasive~ agenda-setting tone of the prose, to more observation- and interpretation-forward one.

[Snail · Rating 4 out of 5]

This book brought back so many memories I had forgotten, particularly, one where I was a nosy child and dug into my dad's collection of Sarita brought back from when he lived in Bombay or read other hindi magazines wide-eyed. This forgotten childhood fascination mingled with a deep dive into post-indepedence magazine and reading culture in North India made this book a treat for me.

The language is straightforward and has academic tones but the author has made efforts to reiterate important points so that readers stay on track.

At the heart of this book lies the making of North Indian middle class reading culture due to their growing 'need to know.'

It beautifully covers Sarita's curation handled by Vishwa Nath that catered to every family's members needs while offering an insight into middle class product consumptions, Hind Pocket Books led by publisher-editor Dina Nath Malhortra and the wonderful home library scheme that encouraged subscribers to create your own library and set the paperback publishing scene, the two interspersed aspects of religion and literary pieces in Dharmyug and its significant growth under the eye of Dharmvir Bharati, and the 'romanch' offered by the lowbrow magazines that answered some questions or focused on topics overlooked by the middlebrow publications.

Beyond these points, the author considers many perspectives, from the authors which contributed to the magazines, the various publishing press that were involved, pages used and their significance to the overall cultural impact.

In the end, the author has tied up and summarized her points and intent beautifully.

If you want to understand the reading scene post-independence and how it was altered (especially for the demographic consisting of women as readers and consumers) this is a great, well-researched book to start!

[snigdha s · Rating 5 out of 5]

A well-written and entertaining read of the journey of literature in post-Independent India through the homes of the middle-class. Perfect for fans of both literature and history.