Lit fests bloom as interest grows among sponsors

Literature festivals used to be a niche pursuit—quiet little getaways where authors could meet some of their more ardent readers. No longer. The Jaipur Literature Festival in January, India’s biggest such event, saw nearly 100,000 visitors over five days. With more people attending such events, publishing companies are seeing them as brand-building platforms, reason enough for the corporate sector to show greater interest.

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