A mobile bookstore that began as a pandemic project has continued to grow and has evolved into a recognizable weekend presence in Pune’s gated communities, schools and cultural spaces. What is referred to as Pustakwale, or “bookstore on wheels“, was established by Rutica and Ashay Walambe, in August 2020 with the straightforward goal of introducing books as an accessible and pleasant experience for every age group.  What began as a local initiative to keep reading habits alive during lockdown restrictions has since developed into a community-focused enterprise that has completed more than 1,500 curated exhibitions in just five years.

Born in a lockdown, built for readers

Pustakwale started at a time when traditional bookstores were closed or seeing very little footfall, due to fear of COVID-19. The Walambe couple realised that readers, families with children, seniors, missed taking a physical journey through books, as online marketplaces could not provide a replacement for the experience. By establishing a travelling bookstore visiting housing societies on weekends, they solved the access question and created a safe and happy community function to reconnect their locals with reading again. The simple process of how it works for societies is as follows: the society books a slot, Pustakwale team sets up a curated stall, and everyone browse / shop with ease without departing from their campus. This community-driven approach struck an immediate chord with book lovers across the city.

How the “bookstore on wheels” works

Over time, Pustakwale has refined this model into a well-organised process that blends curation, logistics, and community engagement. According to its websites and company documents, the team curates selections in English, Hindi, and Marathi, and balances selections for children, young adults, and adults. It sets up exhibitions to resemble a book fair (different tables to browse and discover), while the company takes care of everything, other than only coordinating with society committees for the first time to manage stock and payment safely. Moreover, this has resulted in repeated bookings from housing complexes across Pune, whereas the company also services schools, colleges, and cultural events, and expands its reach within the community.

Founders behind the wheel

Co-founders Rutica and Ashay Walambe are central to this initiative. They are both named as the main leaders behind Pustakwale’s vision of sharing the joy of reading. Ashay has a formal background in consulting, product management, and analytics and is often the face of the brand at startup and speaking events and activations. Rutica brings her interests in literature and building a vibrant community and has built the book curation and reader engagement pieces of the model. The company brochure refers to a team strength of over 50 people today, suggesting a growing workforce to manage logistics, curation, and on-ground execution.

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A truck that became a symbol

One of Pustakwale’s milestones is special in a symbolic way. In 2020, the company participated in Isuzu Motors India’s “Win a D-MAX” contest, and won a brand new truck as a part of the prize. This truck quickly became important not only for logistics but for the Pustakwale brand itself. Frequently featured in the company’s social media posts, the vehicle is now easily recognised by Pune residents and has turned into a moving advertisement for the initiative. For a community-oriented startup, the truck represents both functional support and brand theatre, enhancing Pustakwale’s visibility wherever it goes.

From societies to schools growing reach

What started as a handful of weekend exhibitions among a few societies has developed into a significant operation. Pustakwale recent LinkedIn updates show the milestone of its 1,500th exhibition; a big indication of performance and significant growth.These numbers suggest that the model has not only sustained itself beyond the pandemic but has become a regular cultural fixture for Pune communities. Expansion into schools and colleges has added another layer of reach, giving students easy access to curated reading material and complementing their academic exposure with recreational reading.

Community impact of accessible reading

The social effect of Pustakwale’s efforts gained recognition through websites and video features that tell stories of the delight brought to multiple communities through the travelling bookstore. For seniors, the joy of feeling the pages of books in their hands again or the tactile relationship a printed book has with them. For children, the joy and excitement of reading outside from a newsprint book and for working adults, hosting a book fair in the comfort of their homes. Such initiatives have reinforced the idea that reading can still thrive in the digital age when presented in a friendly and accessible format. In many ways, Pustakwale has become a catalyst for reviving communal reading culture in a city known for its literary heritage.

Challenges and the path ahead

While the positive growth trajectory is promising, scaling a bricks-and-mortar bookselling model will be problematic for Pustakwale. Logistics costs, thin retail margins and management of inventory are all challenges to growth. Company updates about establishing a warehouse and office suggest that it may be an effort to professionalize its supply chain processes. Observers propose that if the organization were to publish greater transparency in operational metrics for publishing (e.g., only sales volumes or impact data) then perhaps Pustakwale will be able to build credibility, and begin to attract larger, institutional partnerships. Regardless, the organisations demonstrated success as an organization that resonates with residents of Pune should provide a basis for growth going forward.

Books, Wheels, and the Road Ahead

Five years into our journey, Pustakwale is a demonstration of how a simple idea can transform into a citywide phenomena based on community intent. A simple lockdown experiment became more than 1,500 exhibitions today, and Pustakwale has shown the consistency of reading as a cherished pastime of our lifetimes. For the Walambe couple, the journey affirms their position that when it comes to books, there is only one thing that matters – that is the love of reading itself.

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