Therein lies the third reason. Growing up content Children's books are less about clearing exams than sheer edutainment. What determines success in this market is variety and content quality. Take the example of Tata Donnelly, which entered this business a year ago. They have come up with titles suitable for the Indian audience by including books on Indian festivals and mythological characters.
Edutainment is the key word binding all three.
The fun element in information has quadrupled. Although no official figures are available, the market for children's books is estimated at anywhere between Rs 250-300 crore. It has been growing at a rate of 10-12 per cent. It is lucrative at the pre-school level because paranoid parents tend to make kids read. If satellite television has replaced, to some extent, reading among teens, it has certainly reinforced a bigger concern among parents.