VALUE CHAIN OF INDIAN PUBLISHING INDUSTRY

Authors
Key source of
quality
Obtain royalties
Usually not bound
to a pubisher

Agents
Act as mediators
Small commission
Relevant only for
large publishers
who need
screening

Publisher
Has prestige value
for the work it
accepts
Chosen for its
distribution
Largely
responsible for
pricing

User
Demands Titles
Largely price
inelastic
Not bothered
about the
publisher

Retailer
Enjoys huge
margins
Cannot push
sales; completely
driven by market
Can mitigate risks
by contract terms

Distributor
Low margin high
volume business
Link between
retailers and
publishers