In a city known for its intellectual spirit and cultural vibrancy, a quiet revolution is rolling through the lanes of Pune—literally. Pustakwale, a mobile bookstore founded by Ashay and Rutica Walambe, is bringing the joy of reading directly to people’s doorsteps. What began as a lock...
In a city known for its intellectual spirit and cultural vibrancy, a quiet revolution is rolling through the lanes of Pune—literally. Pustakwale, a mobile bookstore founded by Ashay and Rutica Walambe, is bringing the joy of reading directly to people’s doorsteps. What began as a lockdown-inspired experiment in August 2020 has now blossomed into a full-fledged literary movement, redefining how books reach readers in the digital age.
With over 15,000 books sold and more than 1,000 pop-up events across housing societies, schools, and corporate campuses, Pustakwale is not just a bookstore on wheels—it’s a community catalyst, a nostalgia machine, and a celebration of tactile reading in a screen-saturated world2.
The Birth of a Rolling Bookstore
The idea for Pustakwale was born during the first COVID-19 lockdown, when access to bookstores was restricted and digital fatigue was setting in. Ashay and Rutica, both passionate readers and entrepreneurs, saw an opportunity to bridge the gap between readers and physical books. They envisioned a bookstore that could travel—bringing curated collections to residential societies, where people were confined but craving connection.
On August 1, 2020, Pustakwale hit the road. Armed with a modest inventory and a deep understanding of reader preferences, the duo began setting up weekend stalls in gated communities across Pune. The response was immediate and enthusiastic. From toddlers to grandparents, people flocked to browse, touch, and buy books—many rediscovering the joy of reading after years of digital distraction.
Curated Collections for Every Reader
What sets Pustakwale apart is its thoughtful curation. Every book in their inventory is handpicked, often personally read and recommended by the founders. The selection spans genres and languages—English, Hindi, and Marathi—with titles ranging from fiction, thrillers, and poetry to philosophy, children’s literature, and self-help.
The team tailors each event’s collection based on the demographics of the society they’re visiting. For example, a society with young families might see a stall brimming with children’s books and parenting guides, while a senior community might feature classics and spiritual literature. This hyper-local customization has been key to their success.
They also collaborate with Indian publishers to promote local authors and regional content, staying true to their “Vocal for Local” ethos.
More Than Just a Bookstore
Pustakwale’s impact goes beyond selling books. It has become a social experience—a weekend ritual that brings neighbors together, sparks conversations, and fosters a culture of reading. In an era where algorithms dictate what we read, Pustakwale offers serendipity: the thrill of discovering a book you didn’t know you needed.
The initiative has also helped revive interest in physical books among children, many of whom had never visited a bookstore before. Parents have praised the concept for encouraging screen-free engagement and nurturing curiosity.
Even renowned author Sudha Murthy has endorsed the initiative, calling it “a meaningful effort to keep the reading culture alive”.
Growth, Impact, and the Road Ahead
In just over three years, Pustakwale has reached more than 400 housing societies and catered to over 50,000 readers. Their inventory has grown to over 2,000 titles, and the startup has clocked ₹50 lakh in revenue—a testament to the enduring appeal of books in a digital-first world.
The team now includes 50 young professionals who manage logistics, curation, and customer engagement. Plans are underway to expand to other cities, introduce subscription models, and host author meetups and storytelling sessions.
Ashay and Rutica believe that the future of reading lies in accessibility and experience. “We’re not just selling books—we’re creating moments,” says Rutica. “Moments where people pause, browse, and reconnect with stories.”
Sources: Pustakwale Official Website, WhatsHot Pune
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