PVLF 2026

Interview with Chiki Sarkar co-founder of Juggernaut Books

Interview with Chiki Sarkar on books’ relevance, tech impact, AI in publishing, industry challenges, and advice for readers and aspiring writers.
on Apr 10, 2026

Frontlist: In today’s digital and fast-consumption culture, why do you believe books continue to hold such importance?

Chiki: Because words are still the best way to communicate complex, amazing ideas. I think video can do storytelling as well as books, it can describe characters as deep as in a novel, make plots as twisty as any great thriller but you still need words to build the video story. Besides this, to make arguments, go right into a subject – words and text and books are still unbeatable.
As for me, books are what I come to when I am bored, or restless, or looking to understand something or just be totally surprised. When I want to be challenged or just sink into the sofa on a rainy day with a cup of tea. Whether it’s a great novel, or a thriller or a work of history, sitting still with a book, my mind immersed in it, is my idea of absolute perfection. In short i think books are important because I love reading.

Frontlist: As the co-founder of Juggernaut Books, you have helped create a unique digital-first publishing platform. How has technology reshaped the way stories are discovered and read today?

Chiki: So tech has done two things , it’s given us alternatives to the paper book through reading on the phone, on devices such as kindle and you can argue through the audio book. My view is this change has been more limited and will remain so.Tech through sm platforms have changed the discovery of books primarily because sm allows communication to travel and that of course has a large impact on sales of books. Take for example Ann Patchett’s championing of the dark horse hit of 2025, The Correspondent through the videos she does for her bookshop. I don’t think her writing an article/review of the book would have travelled this widely. Lovely book btw.

Frontlist: Artificial Intelligence is rapidly entering creative industries. How do you see AI influencing writing, editing, and publishing in the coming years?

Chiki: An enormous amount and we are already using it. Here are the ways in which I have used it already: to write blurbs, to create illustrations for books, to create jacket images, to write an introduction to a business book, to change the style of a book, to come up with titles and subtitles, to help create first drafts of certain types of books ( commercial non fiction), to rewrite press pieces.

Here is what we can’t use it for – to make original arguments, to add emotional depth, to make a book sound unique with its own voice, to make a point imaginatively, to analyze something with real sharpness or rigor. Ie anything that’s truly creative, anything that brings alive the individuality of a person, who they are and what they really think.

Frontlist: As a woman leader in the publishing industry, what challenges have you faced on your journey, and how did you overcome them?

Chiki: Publishing has always been a very woman friendly industry. The challenges in this industry are not to do with gender, but stuff we all have to deal with it, be it man or woman. Sales, repayments, low salaries.

The challenges I have faced as a woman is to have children and run my business, I’ve had three children over the course of running Juggernaut and boy, that’s been hard. But this has nothing to do with being in publishing, they are just the issues of being a working woman anywhere in the world.

Frontlist: Do you think the publishing industry offers enough opportunities and representation for women today? What changes would you still like to see?

Chiki: Yes see above: I would say the only aspect of publishing where you don’t often see women working is in finance or as CEO.

Frontlist: India has a diverse and evolving readership. How do you decide which stories and voices deserve a platform in today’s publishing landscape?

Chiki: By using my instincts and my judgement and the instincts and judgements of my team. And talking to a lot of people all the time. Social media and parties are wonderful spaces to get ideas and recommendations.

Frontlist: What are some of the biggest challenges publishers are facing today, especially with changing reading habits and digital competition?

Chiki: The same problems Indian publishers have always faced: not enough people read, we don’t have enough book stores. We live in a growing economy, and so people still associate reading with education etc.

Frontlist: On World Book Day, what message would you like to give to young readers and aspiring women writers who dream of entering the publishing world?

Chiki: Well very different messages. If you love reading, well hooray. Don’t stop! As for women writers : my message to you is the same as to male writers, read as much as you can, be open to edits.
And for men and women who want to join publishing, most of you want to join the industry because you love to read. That’s a great first start, but I have found that those who end up staying are the ones who also think about selling and marketing and loving their authors and all the other bits that go into this business. If you hate that stuff, fair enough, publishing is probably not for you.