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The story of Natraj is the story of a family. A family that brought the book-trade to India.

After the partition of India in 1947, just like several displaced families who lost their homes and belongings and found new ones, sometimes travelling hundreds of kilometres in one night, a family left Pakistan and came across the border to India and settled in Ferozpur. Lala Narain Das, the head of the family began selling newspapers on his bicycle and then opened a bookstore to cater to the demands of the army offices in the cantonment. Gradually the store grew and the boys of the family were trained and sent to different parts of India to set up their own bookstores.

A few years later, Lala Narain Das’ three sons shifted to Dehra Dun, a valley in the foothills of the Himalayas and ran a bookstore. After a few years, the three brothers set up their own separate book businesses with Sohan Lal Arora setting up Natraj: a publishing firm that specialised in books on defence and military affairs.

Natraj was born in a small office and gradually spread its wings and expanded into a small bookstore. Sohan Lal’s eldest son, Upendra began working with him after his graduation and felt the need to also publish books on ecology, a hitherto ignored subject. This led to a further expansion of the publishing firm and the bookstore and ‘The Green Bookshop’ came into being. Upendra Arora is a today well known name among the publishing fraternity, and in the state of Uttarakhand. Peter Hopkirk’s “In Search of Kim” carries a mention of his meeting with Upendra Arora and India’s best loved writer, Ruskin Bond has dedicated a book to Upendra, who he says belongs to the unique tribe booksellers who actually care about books and authors.


Since then, Natraj Publishers have been specialists in their field and have catered to a growing interest of readers. With a worldwide reputation of printing and stocking books of quality, Natraj is a name to rely on. Recent years have seen a greater expansion of their distribution system, a strong emphasis on mail orders and the birth of a new imprint, called ‘Etch’ that has been introduced by Upendra’s daughter Divya. A graduate of the London School of Economics, Divya Arora has grown up around books, with books, and by books. So, not joining the business was never an option she gave herself. In 2009 she was shortlisted for the Indian Young Publishing Enterpreneur Award. Etch brings a new promise to Indian readers with a mission to print ‘interesting books for interesting people’.




A love for books has been a guiding passion for the family and the business for over 40 years and this passion continues to burn.
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