When Crossword Bookstores decided to take its first step beyond India, Dubai emerged as the natural destination. The city’s blend of culture, connectivity, and a vibrant Indian diaspora made it the ideal launchpad for a brand that has been synonymous with reading for over three decades.
A Global Debut with Indian Roots
“Dubai is a city that thrives on culture, diversity, and connectivity,” says Aakash Gupta, CEO of Crossword Bookstores. “With its vibrant Indian diaspora and reputation as a global hub, it felt like the perfect place to mark Crossword’s international debut.” This first international store is more than just a retail move — it’s the beginning of what Gupta calls “Crossword’s first international chapter.”
Designing an Oasis for Readers
Crossword’s Dubai flagship is described as an oasis of calm and discovery, designed to be more than a transactional space. “Bookstores today need to be inspirational,” Gupta notes. “We designed a space that encourages readers to slow down, explore, and immerse themselves in stories. From layout to lighting, every detail was thought through to create a sense of calm and discovery.”
Curation as a Cultural Bridge
Central to the new store is its curated selection — a mix of international bestsellers, Arabic literature, and children’s classics. “Curation is the heartbeat of Crossword,” Gupta says. “Every store we open is tailored to its community. Dubai is no exception — we wanted to create a collection that speaks to both global and local readers and positions us as a cultural bridge connecting different worlds of literature.”
Building a Literary Community
True to its ethos, Crossword Dubai aims to be a hub for readers, not just a place to buy books. “Our strength has always been building communities around books,” Gupta shares. “We plan to host events — book discussions, storytelling sessions, author interactions, open mics — to nurture the joy of reading and create a sense of belonging.”
Experiential Retail as a Growth Strategy
For Crossword, experiential retail is not a buzzword but a philosophy. “Readers today don’t just want to buy books; they want to experience them,” says Gupta. “The more we engage readers in meaningful ways, the stronger our brand becomes.”
Balancing Legacy and Innovation
As Crossword eyes 150 stores by 2025 and carefully evaluates new international markets, its CEO remains mindful of the brand’s legacy. “While formats may change, the love for books remains timeless,” he reflects. “Our legacy has been built on trust, community, and curation — those are the values we must carry forward while being agile and innovative.”
Looking Ahead: The Future of Reading
Gupta is optimistic about the next decade: “Technology has democratized access, and at the same time, there is renewed appreciation for physical books. The next decade will be about this blend — where stories travel faster and further, but the joy of reading remains deeply personal.”
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