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There’s a new publishing company in town, and not everyone might know just what to make of it. It’s called Juggernaut. Like the chariot and the god. It’s been started by Chiki Sarkar, former publisher at Penguin Random House India and its earlier avatar, Penguin Books India.

Juggernaut, where Sarkar is Publisher & Founder, has marquee investors, which is a first in book-publishing in India, where the money usually comes from multinationals or homegrown, family-owned businesses. The three whose identities have been disclosed so far are Nandan Nilekani, co-founder of Infosys and the man behind the Adhaar biometric identification project, among other things; William Bissell, Managing Director of Fab India, and Neeraj Aggarwal, MD of Boston Consulting Group, India.

Most significantly, much of Juggernaut’s focus is going to be on digital publishing. While the classic printed book will still be part of its portfolio, its strategy for taking sales beyond the 3,000-copy-orbit that the average title has settled into will be on digital formats. For this reason alone, Juggernaut could change the landscape of publishing and reading in definitive ways if it is successful.

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