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Big Bazaar eyeing young readers with Chetan Bhagat’s latest

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Big Bazaar, the retailing format of the Kishore Biyani-led Future Group, in an effort to pull young readers to their stores across the country will launch writer Chetan Bhagat’s new book titled ‘The Three Mistakes of My Life.’

Speaking to Indiaretailing, Rajan Malhotra, CEO, Big Bazaar, said, “We are launching the book on May 8 at Big Bazaar at Phoneix Mills Compound in Mumbai. This will be followed by several launches in other Big Bazaars. This initiative, we feel, will help us attract more young readers to our stores.”

Talking about their book retailing format in Big Bazaar, Malhotra informed, “The business is doing considerably good. We retail various books that cater to different people of different tastes and cultures. This makes us one such exclusive retailer in the country to cater to people of all cultures.”

Asked why the company chose Chetan Bhagat’s latest release, Malhotra said, “He is one of the most popular writers and his work relates to the lifestyle of the new generation of readers.”

The new release is slated to be priced at Rs 95 per copy, and will eventually be retailed in all Big Bazaar outlets in the country.

– Satrajit Sen

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