How Mahim’s Victoria Book Centre continues renting out books to make reading an affordable habit

As the metro construction sign-boards partition the busy roads in western Mahim, one barely gets a glimpse of the Victoria Book Centre and Circulating Library, tucked in the right corner of a four-way intersection leading to Our Lady of Victories Church. What began as a closed-network circulating library drawing from Prof Suleiman Abdullah Merchant's large collection of novels and comic books was expanded into a commercial library by Suleiman's brother Noorali Merchant in 1948. Since then, this legacy book store has catered to the reading interests of generations in the city for over 70 years now.

By the 1990s, the library had grown into a full-fledged book centre and in 1995, it was partitioned between the two sons of Merchant. A major share of the centre, consisting of the library and book shop, is currently managed by Merchant's elder son Iqbal Merchant, who grew up tagging along to the shop with his father and uncle in the 1970s and 1980s. "I joined the book shop in the 1990s after my graduation. That time the library was in full swing. People used to queue up outside and wait for their turn to enter the library. Times have changed now," says 58-year-old Iqbal.

The internet boom of the 2000s, setbacks brought by a series of digital advancements in the last 10-15 years and the Covid-19 lockdown, gradually reduced the number of visitors, but unlike many other book centres, Victoria Book Centre has managed to survive even in the toughest times.

According to Iqbal, the pandemic turned out to be a "blessing in disguise". After a brief period of difficulty, customers who couldn't visit during the lockdown returned to the shop and took back stacks of books fearing another lockdown. Such visitors mainly looked for self-help and business-related titles such as ‘The Alchemist', ‘Ikigai', ‘Psychology of Money', ‘Atomic Habits' and books by Dale Carnegie or Warren Buffet among others during the pandemic. The work-from-home culture further urged people to visit nearby libraries and rent books.

"Though our business has suffered a lot, it is still doing okay, nothing to complain about. There are people who come back for the love of reading. People are reluctant to buy books and find renting more convenient," says Iqbal.

Circulating library encourages reading habits

Book centres that also offer facilities for a circulating library are rare to find in Mumbai. According to Iqbal, Covid-19 has shut down a number of vintage book stores and reading centres in the city. There are chances of lesser known libraries still running in some corners, but those are also facing a survival crisis. Meanwhile, the revival of library services at the Victoria Book Centre has proved to be an encouraging factor for readers, who could not afford to buy brand new books or magazines after the financial blows of the lockdown.

The owners allow people to rent out brand new books for rent too at the circulating library. Image credit: Sarasvati T

Jayashree V Patankar, a journalist from Mumbai, who has been visiting the shop since 40 years and has known Iqbal's father too, regularly rents and purchases books from the centre till date. The 68-year-old book lover finds the renting service very convenient compared to paying a heavy cost for every other book.

"Iqbal has always encouraged us to first check out the book on rent and then based on our liking we can choose to buy. This helps many to read more books at a time when the prices of books have dramatically risen," says Patankar.

One can easily buy second hand books and old magazines for Rs 30-50 and can rent books for a week by depositing Rs 250, of which they get back Rs 200 or so when they return the title. The circulating library has stood the test of time due to its affordability, which attracts many young and older adults who still love hard copies.

"Many libraries have closed, but we are doing quite okay so we won't be closing it. Many people are opting for the circulating system. They keep the book for 20 days or one month and then return it and take their deposit back," says Iqbal.

In addition to books, Victoria Book Centre also houses hundreds of movie DVDs, a combination that was once an exciting offer for those interested in both literature and cinema or even those who were just attracted by either of the two facilities. While there are no takers for DVDs now - again an impact of digital advancements and fewer DVD players in the market - they still line the walls of the book centre, witnessing the passage of time.

Growing affinity with regular visitors

"Lots of things have changed, but Victoria Book Centre has remained the same. This is because of the good treatment meted out to the visitors," says Patankar.

Over a period of 70 years, Victoria Book Centre has become a household name in Mahim as a well-known book store and as a common landmark. It has also traveled across the length and breadth of the city with customers visiting from central suburbs, Vasai, Virar and Navi Mumbai. Those who shift to other parts of the city also ensure a routine visit to the shop. The owner's relationship with such visitors extends beyond that of a customer and a book seller.

Munira Iqbal Merchant has studied science, but has developed a great interest in books over the years. From crime thrillers to love stories and regional books, she is equipped with the knowledge what's in demand among women readers. Image credit: Sarasvati T

"We have become like a family. By now, we know the reading preferences of many of our regular customers so that when they enter the shop, they don't have to invest time in explaining what they are looking for. Within two minutes I am able to guide them about the authors, genres and new books that they would like," says Iqbal, who is a voracious reader himself and is into mythological fiction such as Amish Tripathi's ‘Immortals of Meluha', ‘The Shiva Trilogy' and business management books like ‘Psychology of Money' and ‘Atomic Habits'.

As someone who prefers noting down things in print, Iqbal maintains a notebook filled with the numbers of regular customers and the kinds of books they like. With the arrival of new books, the customers, who would be potential takers of the title or author, receive a call from Iqbal about them. Something that Patankar testifies; she never misses an update on new Daniel Silva crime thrillers.

Munira Merchant, Iqbal's wife who helps manage the book centre, observes that there's a growing sense of community with people who have always been connected with the book store and have traditionally narrated the stories associated with Victoria Book Centre to the younger members at home. This has led to many individuals visiting the shop even after shifting to foreign nations to buy books in bundles via prior orders.

"Whenever my nephew (baba for Iqbal), for whom Iqbal would reserve new video game cassettes and books, returns from the US, he never fails to visit the book centre and meet Iqbal at least once," says Patankar.

Munira adds, "I think the goodwill of being in this business for so many years is one of the unique factors of this shop. It's a hereditary family business, where generations of families have had a good experience, which makes me feel happy."

An undying hope

Due to fewer library facilities in the suburbs, those traveling long distances to the bookshop mainly visit once or twice in a month and enjoy the freedom to rent the books for a longer period, a month or so - a service that encourages many to frequently visit the book centre. Among those regularly buying or renting books from the centre, middle aged or senior citizens - people who have grown up watching the library age with time - account for a greater share.

Owing to the high prices of newly published books and a hectic city-life, people find it difficult to be able to spend more time on reading. The comfort of digital reading, ability to download ebooks with Kindle and pdf services without having to spend too much on every book, have further discouraged offline reading practices among youngsters and have eaten up a lot on the business of book sellers and circulating libraries alike. Though the number of visitors has dropped in the last few years, the elders of the family continue to bring their grandchildren urging them to develop a habit of reading physical books.

"Overall I feel book selling is a dead business, but my husband still firmly believes there are people who read. One cannot depend on libraries alone for income generation in a digital age. But there are some people, including youngsters, who are conscious of greater exposure to screen, come saying nothing can replace books," says Munira.

Iqbal who refuses to rent out his space that houses the book centre for lucrative earnings believes, "People are reading less and I advise parents to encourage their children to read because there is nothing like reading a book. There is such a big variety of books for everyone. They should encourage children to read all types of books, from classics to general books. Ten years down the line, let's hope people continue to come to the book centre."

Click here to watch the interview.

Check out the first part of the series here:

Dr Ambedkar Book Centre: Six years after demolition, the legacy continues at a makeshift stall in Dadar