Manga is no longer a niche read in India. Crossword is betting on that fandom with Manga Mania, a nationwide campaign that puts thousands of original manga titles on the shelves of its 133 stores and online platform.
The month-long initiative, running from 10 September to 10 October, aims to make Crossword a go-to destination for manga while giving fans more ways to read, collect and live the culture. The campaign will feature cosplay events, scratch & win contests and other fan-focused activities across the country.
The curtain-raiser took place at Crossword’s Kemps Corner store in Mumbai, bringing together manga and anime fans, readers and publishing partners. The event was attended by Hitomi Sato, consul-general of Japan in Mumbai.
“Books know no boundaries, and Manga is a wonderful example of that. It brings Japanese stories, imagination and creativity to readers across the world. It is heartening to see such genuine enthusiasm for Manga in India, and initiatives like Crossword’s are helping bring readers and creators closer together. Making original Manga more accessible is also a meaningful way of recognising and respecting the creators and publishers behind these stories,” Sato commented.
Originality is at the heart of the campaign. Crossword’s collection will focus on 100 per cent original and piracy-free editions, giving readers access to manga in its intended form while supporting authors, illustrators, publishers and other creators.
Crossword Bookstores managing director Aakash Gupta stated, “We have seen a very strong interest in Manga from Indian readers, and it is exciting to see how the category is becoming a part of their reading and collecting journeys. Through this initiative, we want to make it easier for fans to find the stories and characters they love, discover new titles and, importantly, enjoy original editions. The scale of what we are planning reflects how much potential we see in Manga and our belief that there is a much larger community of readers waiting to discover it.”
The campaign is also designed to move manga beyond the bookshelf. Crossword plans to create dedicated spaces and immersive experiences across its stores, turning them into meeting points for fans and readers.
With Manga Mania, Crossword is putting its money and plenty of manga where its fandom is. The message is simple: Read it. Live it. Cosplay it.
