An Exclusive Interview with Ajay Setia; MD, Invincible Group

Ajay Setia is a serial entrepreneur having built 5 Businesses under the ‘The Invincible Group’. An ardent reader and an inspired businessman, Mr. Setia has been honored with Dynamic Entrepreneur of the Year 2019 along with other Business Awards. 

In an exclusive interview with Nitish Raj; Editor-in-Chief, The Literary Mirror, the acclaimed entrepreneur and publisher, Ajay Setia talks about the various dynamics of books, adaptation and publishing.

Q. What are your parameters to assess a literary work submitted for publication?

Ans. We assess literary work as a product of writer’s imagination and specifically focus on the plot, theme and characterization. These elements are closely examined for their meaning and significance. We try to understand the manuscript from the reader’s perspective. Also, writing style plays a crucial role in overall assessment. Although writing can be improved by the editor but plot and characterization would remain same. We always suggest authors not to include too many characters in the book and keep the plot as simple as possible. It is unfortunate to say that most of the first time authors keep repeating the same mistake.

Q. Publishing has always been regarded as an elite class. How true is that in today’s scenario?

Ans. I think that notion has changed now; publishing is not at all difficult in today’s scenario. Most difficult parts would be writing a good manuscript before publishing and selling the book after publishing. I, firmly, believe there have always been many writers out there. The difference today is that technology allows them to be acknowledged for once. Before the advent of Internet, you would only know whose work was published, or perhaps friends within your own writer’s circle. The internet and social media in particular, has literally opened the world to show how many creative and talented people actually exist the world over. There are no more barriers. The world – more or less – is wide open now.

Q. With the trend of eBooks on a rise, do you think the era of Print books is nearing an end?

Ans. I think the e-book bubble has already been burst somewhat, sales are flattening off, new discussions are going around Audio books now. It’s not just about reading something, Print books have the feel of a book that many readers love. You can hold it, flip the pages, and feel the paper. Many Readers spend a lifetime acquiring books. Not very soon, but I think the future of the classrooms would dictate a huge amount as to how future generations will engage either with the written word or will it be the spoken word. But as of now printed books remain the most popular means of reading.

Q. How has film adaptations impacted literature? What qualities in a book make it most suited for a film adaptation?

Ans. From the readers perspective, film adaptation is not a good thing to happen. Most of the time, whole story is altered to please the Audience. Although it depends upon the interpretation, bad screenplay would ruin the real essence of the book. The adaptation also ruins your mental picture of the character.

But if we think from the Authors point of view, film adaptations act as a motivation behind writing books. We always look for good scripts which can be made into films. We look for stories with a good plot and strong characters, which are easy to shoot, where less no. of locations are required.

Q. Invincible Publishers, being a highly reputed publishing house of the country has transformed the paradigm of publishing in the country. What else do you think in order to make publishing at par with the international standards?

Ans. I think Indian writers need to work on their writing skills. There are very few writers who actually compete with International Authors. The Problem is that market is bombarded with so many authors, and it’s very difficult to differentiate between good and bad. Ten-fifteen years back, a lonely writer would stay at home, do some research, read books, write some stuffs, wait for years to get his writings published. These days, people easily share their work over the internet. Almost 80% of new writers write their own experience without reading any other book.

Q. How much the publishing process has got affected in the pandemic?

Ans. Overall Publishing process still remains the same, anyhow publishers have to go through the process of Editing, Designing, marketing and distribution. But the process of book sales and distribution has changed a lot. Most of the sales are shifted to online now. Amazon has captured almost 70% of the book sales market. But we have seen almost 8% increase in overall book sales.  People rediscovered a love of reading during COVID times.