Juggernaut Books is doing what movie and TV content producers do: increasing distribution and taking their content to where the audience is. In the last month, the company has inked three partnerships:

  • With RailYatri, which claims an active user base of 10 million travellers every month, giving access to free books and books at micro price points of Rs 10 to Rs 80. This is a curated catalogue of books and includes books like Twinkle Khanna’s The Legend of Lakshmi Prasad, Rajdeep Sardesai’s Democracy’s XI, Rujuta Diwekar’s Indian Super Foods etc.
  • With MakeMyTrip, offering up to five free books on the Juggernaut App.
  • With Apollo Hospitals, starting with a pilot at their hospital in Jasola, New Delhi. They’re giving access to 10 free books in the Juggernaut app with a collection exclusively curated for them.

These follow another partnership a few months ago, with Airtel for its MyAirtel app.

It’s not clear what the terms of the deal are here, and whether this is just for marketing Juggernaut books to those who would have contiguous free time to read while travelling or at the hospital, or there is some revenue that accrues to Juggernaut. They are going where the users are, though. Remember that there’s comparatively little cost for the company with each purchase, given that these are not physical books being distributed. That said, the books publishing industry is substantially smaller than the films business, and while Juggernaut might be learning some of the tricks of the trade from other IP businesses, it’s unlikely to operate at the same scale.

Some numbers from Juggernaut in these releases: close to 1 million downloads across Android and iOS; the writers’ platform has received under 500 stories since launch in the past six months, with 9 of them securing publishing contracts.

Juggernaut was founded a couple of years ago and received undisclosed funding from FabIndia’s founder William Bissell, Infosys’ co-founder Nandan Nilekani and Neeraj Aggarwal, managing director of Boston Consulting Group India