It's a mag, mag, mag world

It's a mag, mag, mag world

The Hindu Business Line

In Bangalore, an entire store dedicated to magazines from around the world. Whether you're an auto buff, a tech geek, homemaker or budding scientist... there's something for everyone.

Nirvana crops up in the oddest places. That's what Bangalore's magazine lovers have found to their delight since July 1.

For, nestling in the 2,000-sq-ft basement of a building, near the junction of Brigade Road and Church Street, is probably the world's only store dedicated to magazines from the US, the UK and India.

Clients from the US, Australia and Singapore have assured Yahya Sait and his friend Amjad Ahmed, who set up `Magazines,' that there is nothing to match it in their home zones. For the concept store is based on a sound premise — that all the world loves magazines. Even non-readers are addicted to them.

So, to woo all comers, they have laid out a magazine feast. For those with sleek automobiles on their mind, there is a choice of Auto India Overdrive and the Auto Magazine among others.

For women with time on their hands, there's loads to home in on — including glossy, imported Good Housekeeping, Cosmopolitan, Harpers and Queen, Vanity Fair, GQ, Marie Claire or even (ahem!) Lace-n-Lingerie. That's besides the perhaps less familiar She or Sugar. And desi variants such as Femina, Women's Era, Elan, and Gurlz.

Sait and Ahmed belong to the family that runs the Variety Book House on Church Street, set up 35 years ago by the former's father, Mohammed Hussain Sait, to sell magazines, newspapers and select books. They haven't looked back since. That's where Bengalis stop by for copies of Ananda Bazar Patrika and Sananda. Or Gulf returnees drop by for Khaleej Times. Or other Bangaloreans come from across the city for magazines on education, travel, IT or you-name-it.

"We've built up a good relationship with our customers at Variety," asserts Sait. "They know they can come by for a chat about the weather or current politics. Foreigners ask us for local contact addresses. When we spot a regular's car pulling up, we keep ready a pile of his or her favourite magazines. Even at the new store, I know customers are coming here for me."

That rings true, as customer after customer at Magazines — which is open from 10 a.m. to 11 p.m. — seek his attention to help with their choices. As Sait explains animatedly, "I remember reading in the press that Indians are the most avid readers in the world. It's true. We have over 32,000 Indian magazines and about 22,000 newspapers. Nothing can kill the reading habit. Not even the Internet. After all, can you take the computer to the bathroom with you?"

As browsers at the store, fitted with vitrified tiles and ornate lamps, flit through BBC Music or Rolling Stone, Men's Exercise or Horse and Rider, Sait unwinds to the more recent past: "This store happened all of a sudden. Almost as if in a fairytale. For about a month, we had a sale of back issues of imported magazines at eight Bangalore locations, including Airlines Hotel, Commercial Street, and The Only Place. Customers kept asking for more. Packing and unpacking 15,000 to 20,000 magazine copies was killing us. My cousin mentioned that this location was available on rent. We did up the place by working round-the-clock for 15 days. And now we're open."

What's the store's USP? Back issues of popular foreign magazines in near-mint condition at up to 80 per cent off. Whether it's celebrity gazing through People, serious reading with New Scientist, planning a mega-event with help from Wedding Occasion, or tech choices with Laptop World, the store has it all in stock. Even National Geographic, F1 Racing, or OK! for as little as Rs 20 to Rs 40. Isn't that a steal?

As you browse, you find Architectural Digest for serious builders and Fortune for those with mega dreams, Drummer for the percussion buff and Celebrating Vivaha for families without access to event managers. Playstation even comes with a free demo cartridge. That's besides The New York Times, Asian Wall Street Journal, and International Herald Tribune for those who crave their daily dose of news from abroad.

To round out the selection, Magazines offers the UK-based Starfire's range of cookbooks that span everything from curries, pastas and one-pot wonders at an unbelievable Rs 100. Besides Eyewitness Guides to subjects ranging from castles and football, to the Titanic. And DK's range of maths and English made easy books for children.

However, apart from Tinkle, Chandamama, and Amar Chitra Katha, there's a real dearth of children's magazines on display. No sign yet of Children's World or classy, US-based Cricket (named after the insect, not the game!).

"Children like my five-year-old don't know what magazines are," explains Sait, "because the TV and computers give them so much information. So, they graduate straight from comics to youth magazines or Femina!"

Whether it's an Outlook travel guide or an IT magazine, Sait believes his store has the essence of a cheap time pass.

"We'll continue to build on our sound relationships," he asserts. "As at Variety, we'll make sure we have enough copies to satisfy all our customers. For here we're offering a five-star ambience with an international feel to it. And a magazine variety never seen in India before."