Every time a new book lands on my desk, I wonder: Will this one catch fire?

Not just commercially, but culturally. Will it be quoted on Instagram? Debated in book clubs? Stocked by indie sellers in Kozhikode and Kanpur?

As a literary agent in India, working closely with editors, publishers, reviewers, and readers, I’ve seen trends form from sparks—unexpected, bold, and sometimes beautifully quiet. Let me take you behind the scenes of what makes a “trending read” in India, why specific genres trend more than others, and how we make the magic happen.

It always begins with a manuscript. A raw, unpolished, often quietly brilliant piece of writing waiting for its moment in the sun.

I’ve had the privilege—and the pressure—of helping books rise from the shadows into trending territory. But the question that readers and debut writers often ask me is: “How does a book become trending?”

This writing is my attempt to answer that, not with theory, but with stories from the field. I’ll explore the genres that typically trend, the invisible machinery behind a trending title, the parameters we track, and the regional nuances that shape trends across Indian languages.

What Does “Trending” Even Mean in Indian Publishing?

Let me demystify this: A “trending book” isn’t necessarily a bestseller, although there’s overlap. A trending book is the one, that is being talked about, shared on social media, picked up by bookstores for display, added to school or college reading lists, or receiving a surge in reviews and reader engagement. In short, it’s a title that has momentum.

Trending can last two weeks to six months, and in some exceptional cases, it can become a modern classic—think of The White Tiger or The God of Small Things.

What Makes a Book Trend?

Strong Hook or Theme

Every trending book has something urgent, emotional, or unusual at its core.

1. A social issue? (“Tomb of Sand” by Geetanjali Shree)
2. A quirky voice? (“Serious Men” by Manu Joseph)
3. A deep cultural dive? (“Poonachi” by Perumal Murugan)

Timeliness

Timing is everything. I once worked on a Marathi book about water politics, which sat quietly for months. Then came a monsoon crisis in Maharashtra. We re-marketed the book as essential reading, and suddenly, the media picked it up. It trended for 5 weeks straight.

Editorial Strength

Good editing can make or break a book’s trending potential. Readers today are quick to discard poor structure or grammatical errors, especially when they’re investing time or money.

Genre Relevance

Some genres naturally trend faster than others:

How Long Do Books Stay Trending?

Here’s a basic framework I’ve observed:

Shelf life increases if the book is adopted in:

1. Academic syllabi (My Brother Tootoo recommended by CBSE)
2. Book clubs (Short Stories from Pakistan by Intizar Hussain)
3. Regional translation programs - Parva (Kannada to English) & The Inexhaustible (Gujarati to English)
4. Award circuits - बारीक बात (Rajasthani to Hindi) & आभाष ("अड़सार" Gujarati to Hindi)

Indian Language Trends: A Quick Benchmark

Each language in India has its own "ecosystem" of trends. Here's a rough landscape:

Note: Trends in Indian languages are often geographically concentrated, so collaboration with regional bookstores, colleges, and social platforms is key.

Final Reflections

To sum up, here’s the Hot Read Formula we live by:

Great Writing + Right Timing + Sharp Marketing + Regional Focus = Trending Title

In Indian publishing, the language of virality is multilingual—spoken not just in metros, but also in tier-2 towns, WhatsApp groups, vernacular blogs, and café conversations.

So next time you see a book flooding your feed, remember: behind every trending book is a team of editors, marketers, literary agents, readers, and most of all—a story that refuses to stay quiet.

Honestly, making a book trend is part science, part soul. It’s about recognising potential, nurturing narratives, and creating the right noise at the right time. But more importantly, it’s about believing in the story and letting it find its tribe—whether that’s a college student in Jaipur, a mother in Madurai, or a retired professor in Nagpur.

As an Indian literary agent, I’ve seen obscure stories rise to fame and bestselling novels fade quietly. The trend isn’t everything, but it’s a moment that opens doors, and when it happens, it’s pure magic.