Marathi Literature Finds A New Voice On Social Media

India has a rich heritage of literature in different languages. It has continued even today. Books are published and well-liked in regional languages. Marathi literature is no exception. These days, many bookstagrammers and social media influencers are talking about Marathi books and promoting them. With February 26^th celebrated as Marathi Bhasha Gaurav Din, it is time to speak about Marathi books from a social media point of view.

About social media

Dr Ashutosh Javadekar, an author, critic and singer who writes in Marathi, is positive about the rise. "It connects to potential young readers and is easy for publishers and authors to connect via Instagram. Also, heaps of bookstagrammers in regional languages are spreading the word of literature to those who had no inkling of it.”

The recent 98^th Marathi Sahitya Sammelan held in New Delhi saw hordes of Marathi book enthusiasts visit and also saw books become the focus. The present president of the Sammelan, Tara Bhavalkar spoke at length on Marathi literature’s role and more. Her words got applause from the attendees. Her speech gained wide coverage on social media. In a way, it did its job of pushing Marathi books ahead.

Sanchit Sharma, a PR Executive and an avid reader of Marathi books, feels marketing Marathi books on Instagram is a welcome step towards attracting readers to regional literature. “It’s good to see that bookstagrammers are sharing their thoughts on classics like Shyamchi Aai by Sane Guruji or Prachand Dahan by V.P. Kale, which would seldom be on the shelves of those living in an English reading dominated environment. On Instagram, we get vibrant and colourful book reviews, riveting author interviews, and posts centred around various genres or books. Readers get to consume content that interests them, such as visuals related to the story, which they may not get from physical book shops.”

More work

Sharma feels one must increase visibility and accessibility. "Finding a place in the online literary community remains a challenge for many aspiring writers in these languages. Increasing partnerships with influencers and book bloggers specialising in regional language books is one recommendation. Many readers of Hindi and Marathi literature today rely on word-of-mouth or specialised communities. However, not all prospective readers belong to those groups. More buzz can be generated by recommending books through reels, brief reviews, and author interviews. Another suggestion would be to host more Instagram reading campaigns or book challenges to promote particular authors or genres, such as a “Marathi Month” wherein various Marathi books are discussed daily. Readers could discuss books like Ghashiram Kotwal by Vijay Tendulkar or Yayati by V.S. Khandekar in more interactive book clubs and online group discussions.”

To a certain level, fests like Pune Book Fair see Marathi books reach the masses to a certain level. The fair’s social media outreach programme benefitted it majorly to see many visit the various Marathi publishers’ stalls and buy Marathi books.

While Dr Kalpana Gangaramani, Founder & Managing Director, Target Learning Ventures, agrees about the progress made in promoting literature of Marathi languages, there is still a need to improve and boost social media. “Strategies such as incorporating author interviews, engaging video content, interactive contests and polls, collaborating with influencers, and leveraging analytics to refine content strategies can substantially enhance reach and engagement.”

How’s the Josh?

Dr Javadekar has good experience in using social media to promote his Marathi book. "Personally, Instagram has helped me to connect with young readers for sure. But to be honest, I was already a known name for the last several years across the Pan Marathi audience. There is a chance that over exposure of a new author on Instagram may – although not kiss but subdue – the magic of reader-writer nexus. But yes, said that, it’s a powerful medium to spread a word about Marathi books.”

The author in Dr Gangaramani has seen social media like Instagram boost Marathi book readership majorly. “While social media platforms like Instagram can't provide a definitive measure of Marathi book readership, they do have numerous accounts dedicated to promoting literature in Marathi, suggesting a potential influence on readership.”

Recently, Marathi was accorded the status of a ‘Classical Language’ after a long-drawn battle. It will give a huge boost to Marathi literature and reach more younger audiences especially through social media.

Sharma uses Instagram to find new Marathi books, including following accounts focusing on Marathi literature exclusively, apart from general book influencers who occasionally feature Marathi books. “I often come across posts reviewing new releases or posts with snippets from older, classic works. Bookstagrammers often share creative visuals, including book covers, quotes, and some interesting behind-the-scenes information about Marathi books, which helps me make informed choices. Reading the captions and comments also allows me to get an idea of what people are saying about the books before I decide to purchase or borrow them. Sometimes, I engage in discussions or polls conducted by influencers about Marathi literature.”

Tips to pick books

Dr Javadekar wants readers to stay away from false claims of advertisements that can disappoint them. “I think readers should cross check reviews on other portals like Goodreads. Also don’t go on cover – aka say hot pic of an author – check content photo / series of quotes if any from that book.”

There is a need-to-know what kind of books one would like to read. There is a range of genres found in Marathi, ranging from a classic historical fiction like Shivaji Sawant’s Chhava to horror offerings of Narayan Dharap and even poetry books of Sandeep Khare and Spruha Joshi. Dr Gangaramani wants everyone to also consider the author’s previous work to know its worth.

“When evaluating whether a book promoted on Instagram is worth reading, I follow a few strategies,” mentions Sharma. “First, I look at the reviewer's credibility. If they have a consistent history of reviewing Marathi or Hindi books and the reviews are detailed, it's usually a good sign. Secondly, I look for a balance of both positive and negative reviews. I get suspicious of a book if all of the reviews are positive. A range of viewpoints guarantees that the book's shortcomings are recognised, which may improve my decision-making. I also look for reviews that give concrete examples. Finally, I respect what other readers have to say in the comments section. A book is worth reading if a lot of people talk about it, express their enthusiasm, or consider its themes.”

Some suggestions

Sharma starts his Marathi book suggestions and favourites with Bhalchandra Nemade’s Kosala. “Anyone interested in Marathi literature should read this moving tale of a young man’s quest for identity. The book explores social expectations and the human psyche in great detail. V.S. Khandekar’s Yayati is a timeless masterpiece that skillfully combines deep philosophical reflections with mythology. Yayati is a gripping book because of its moral quandary and examination of the human condition.”

He speaks of a song by Sane Guruji – Shyamchi Aai. “A timeless classic in Marathi literature, it is a touching book that depicts the bond between a mother and her son. Mochangad by Shankarrao Kharat is a gripping historical fiction that explores the lives of common people in rural Maharashtra, offering a glimpse into the past. Bhau Kaadi by Rajan Mhaske is a contemporary novel that reflects on the life and struggles of the working class, showing the contemporary Marathi experience.”

While social media is a great place to discover Marathi literature, we must tread carefully to pick books that stay with us forever.