Ajay Jain, the visionary founder of Kunzum, Delhi’s beloved indie bookstore, has always championed the cause of reading as a transformative experience. Through Kunzum, he has cultivated a space that goes beyond bookshelves to foster a community of avid readers and literary enthusiasts.
Jain reflected on the curation of books at Kunzum, a unique selection often hard to find in traditional bookstores. “The first time visitors often get surprised by our eclectic collection,” he said. “That’s because we listen to our readers. We take their recommendations seriously and meticulously curate titles that matter to them.”
However, he acknowledged the challenges of modern reading habits. “Post-pandemic, people are slipping back into fleeting digital pleasures. OTT platforms, social media—they are all quick fixes offering bursts of dopamine. But these distractions take a toll on long-form reading,” he noted.
Jain passionately advocated for promoting reading not just as a pastime but as a vital aspect of mental well-being. “I keep telling the industry: we’re not talking enough about the joy of reading. It’s not about direct benefits; it’s about the sheer pleasure it brings.”
Linking it to mental health, he added, “When I hear about mental health challenges today, I believe we need to reconnect with nature, disconnect from technology, and return to simple joys—reading a book, writing, or even a communal dinner. These activities satisfy us in ways technology never can.”
On the topic of Kunzum’s growth, Jain shared a surprising revelation. “On day zero, I dreamt of 100 stores. But now, I am considering consolidating to a single flagship store in Delhi’s GK2. Expansion often pulls you away from the culture and vision that built the brand. I want to focus on promoting the idea of reading, not just selling books.”
Jain has recently launched a unique initiative—a ‘graduate programme in reading.’ Under this programme, readers can earn certifications as they complete milestones. “For every benchmark—say, six books—you get a certificate. You can progress to diplomas, bachelor’s, or even a doctorate in reading,” he explained. “It’s a self-scoring system because the true beneficiary is you.”
To ensure engagement, Jain emphasized the importance of gentle reminders. “People sign up enthusiastically but often lose track. We will stay connected without being intrusive, celebrate milestones, and create communities of like-minded readers.”
Jain also spoke excitedly about the upcoming Kunzum New Year Evening on January 19, 2025, from 5:00 to 8:00 p.m. at Kunzum GK2. “This will be a unique event where authors and publishers can mix with their readers socially over snacks and beverages,” he shared. The evening will include games, door prizes, book signings, and special offers on purchases. “It’s a celebration of the community we have built and the love for books that binds us together,” he added.
Reflecting on India’s literary ecosystem, Jain observed, “We are not building an ecosystem conducive to publishing. From identifying potential books to effective marketing, we don’t complete the arc. There’s a lot of production but not enough focus on the blockbusters or the truly impactful stories. And even the good books don’t always get the attention they deserve.” Jain reiterated his belief in the power of books to shape individuals and communities. “Reading shapes perspectives. It enriches conversations. At Kunzum, I see a distinct difference in those who engage deeply with books—they are a different breed. And there’s no reason why everyone can’t experience that transformation.”
Through initiatives like the ‘graduate program in reading’ and events such as the Kunzum New Year Evening, Ajay Jain continues to rekindle the love for reading—one book, one reader, one conversation at a time.